Japanese tourists flock to Haman County for unique cultural experiences

Haman County hosted Japanese visitors at Mujinjeong Pavilion in South Gyeongsang Province on Oct. 15 for a display of nak-hwa nori, in which sparks fall over a pond. The third annual Japan Day drew a record 1,500 visitors, who spent a total of 130 million won on activities, dining and other experiences. The county has developed the event with reservations, designated seating and paid admission, and plans to build stay-based tourism despite a shortage of hotels.

Japan Day attendance rose from 450 in 2024 to 980 in 2025 and 1,500 this year.

Visitors explored the Marisan ancient tomb complex and local museums and sampled regional dishes, including beef-head soup and lotus-leaf rice.

A premium tour package costing around $2,200 combines nak-hwa nori with visits to Jeonju, Daegu and Busan.

The July 2026 Haman Nak-hwa Festival with MyK FESTA attracted 710 foreign visitors from 32 countries.

Haman County plans to establish a Haman Tourism Foundation, recruit tourism professionals and seek investment to expand accommodation options, including hotels.

Published Oct 21, 2026 2:29 pm KST

Local residents light nak-hwa sticks during the 2026 Haman Nak-hwa Nori Japan Special Day at Mujinjeong Pavilion in Haman County, South Gyeongsang Province, Oct. 15. Courtesy of Haman County

The Japanese exclamation, which means "it's really beautiful," rang out at Mujinjeong Pavilion in Haman County, South Gyeongsang Province, as dusk settled on the evening of Oct. 15. When local residents set fire to around 3,000 nak-hwa sticks — made by wrapping oak charcoal powder in hanji, traditional Korean paper, and twisting it into long wicks — a torrent of vivid red sparks rained down over the pond.

Reflected on the water, the sparks blurred the boundary between heaven and earth, creating a dreamlike atmosphere. Each time the suspended lines were shaken, cascades of sparks poured down.

“I’ve never seen fireworks that fall downward rather than shoot up into the sky. They’re truly magical,” said Sato Mio, 44, who visited from Osaka, Japan. “I’m amazed by the ingenuity of Koreans in the past, who created such beautiful displays of fire.”

Her travel companion, Suzuki Ren, 47, gave a thumbs-up. “I’ve visited Seoul and Busan many times, but this is my first time in Haman,” he said. “I’d definitely like to come back if I get the chance.”

The event was part of Japan Day, a program organized by Haman County in cooperation with South Gyeongsang Province and the Korea Tourism Organization to attract Japanese tourists. Now in its third year, the event drew a record 1,500 Japanese visitors. Attendance has surged annually, from 450 in 2024 to 980 in 2025, helping establish the festival as one of Korea’s signature autumn tourism offerings in Japan.

Park Su-jeong, a tour guide who has led groups at the event since the package was first launched three years ago, said repeat visitors who have traveled to Korea several times are particularly enthusiastic about the charm of lesser-known small towns. “Haman is also just an hour from Gimhae International Airport in Busan, and we’re already receiving a steady stream of inquiries about next year’s itinerary,” she said.

The popularity of nak-hwa nori is also bringing an economic boost to the region. The 1,500 Japanese tourists spent a total of 130 million won ($90,000) on activities, including making their own nak-hwa sticks, as well as dining and other experiences on the day of the event.

Sparks from nak-hwa sticks cascade into a pond during the 2026 Haman Nak-hwa Nori Japan Special Day at Mujinjeong Pavilion in Haman County, South Gyeongsang Province, Oct. 15. Korea Times photo by Park Eun-kyung

Before and after watching the spectacle, visitors explored the ancient tomb complex at Marisan in Haman and local museums, while sampling regional dishes such as beef-head soup and lotus-leaf rice. A premium tour package costing around $2,200, featuring nak-hwa nori alongside visits to Jeonju, Daegu and Busan, has also been introduced, becoming a valuable driver of local tourism.

International interest is continuing to grow beyond Japan. The “2026 Haman Nak-hwa Festival with MyK FESTA,” held in July this year, attracted 710 foreign visitors from 32 countries, with interest increasing steadily across Southeast Asia, Europe and the Americas.

Behind the transformation of Haman County, home to just 60,000 people, into an emerging international tourist destination are efforts by local officials and residents to rethink their approach and take bold initiatives.

In the past, nak-hwa nori was held only as a supplementary event for Buddha’s Birthday, with free demonstrations for about 2,000 spectators. The county raised its profile by actively attracting television dramas and variety shows to film the spectacle. It subsequently introduced reservations, designated seating and paid admission in stages, creating a more stable and organized viewing experience.

The county also established a community-based tourism model by working with local organizations, including the Nak-hwa Nori Preservation Association and village cooperatives, to offer hands-on nak-hwa stick-making programs and develop related merchandise.

“Although nak-hwa nori is performed in several parts of the country, Haman stands out for the uniquely immersive and overwhelming experience of watching the spectacle unfold over a pond,” said Kim Mi-hwa, an official with Haman County’s World Heritage and Tourism Division.

“We believed that even a small provincial town with limited infrastructure could be competitive if it had distinctive content like this. In fact, more than 10,000 domestic and international tourists visit Haman each year to see the event,” she said.

However, the lack of even a proper hotel remains a challenge, limiting Haman to attracting visitors who pass through rather than stay overnight.

Japanese tourists take part in Korean cultural activities during the 2026 Haman Nak-hwa Nori Japan Special Day at Mujinjeong Pavilion in Haman County, South Gyeongsang Province, Oct. 15. Courtesy of Haman County

Haman County plans to secure tourism professionals and establish a Haman Tourism Foundation to systematically develop and promote local attractions, including nak-hwa nori. It also aims to strengthen tourism product development and marketing, drawing on professional expertise, while actively seeking investment to expand accommodation options, including hotels.

“We will organically connect Haman’s distinctive tourism assets — including nak-hwa nori, the Marisan ancient tomb complex and the historical and cultural heritage of the Ara Gaya confederacy — to develop a model of stay-based tourism in which visitors spend more time and money here,” Haman County Gov. Cha Seok-ho said.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.

10月15日，庆尚南道咸濠郡在茂津亭举办了“火花海苔”表演，邀请日本游客前来观赏。这场第三届日本日活动吸引了1500名游客，创下历史新高，他们在活动、餐饮和其他体验上共消费了1.3亿韩元。咸濠郡采取了预约制、指定座位和收费入场等措施，并计划在酒店短缺的情况下发展住宿旅游。

日本日活动参与人数从 2024 年的 450 人增加到 2025 年的 980 人，并在今年达到 1500 人。

游客们参观了马里桑古墓群和当地博物馆，并品尝了当地特色菜肴，包括牛头汤和荷叶饭。

价格约为 2,200 美元的高级旅游套餐将乐花海与全州、大邱和釜山的游览结合起来。

2026 年 7 月的 Haman Nak-hwa 节与 MyK FESTA 联合举办，吸引了来自 32 个国家的 710 名外国游客。

哈曼县计划成立哈曼旅游基金会，招募旅游专业人才，并寻求投资以扩大住宿选择，包括酒店。

发布于2026年10月21日下午2:29（韩国标准时间）

2026年10月15日，在庆尚南道咸满郡武津亭，当地居民在咸满乐花海苔日本特别日点燃乐花。图片由咸满郡提供。

10 月 15 日傍晚，暮色降临，庆尚南道咸满郡的茂津亭响起了一声日语感叹，意思是“真美”。当地居民点燃了大约 3000 根用韩纸（韩国传统纸张）包裹橡木炭粉并拧成长灯芯制成的“乐火棒”，鲜红的火花如雨般落下，洒落在池塘上。

水面上倒映着火花，模糊了天地之间的界限，营造出梦幻般的氛围。每当悬挂的绳索被晃动，便会有无数火花倾泻而下。

“我从未见过不是射向天空而是向下飘落的烟花。它们真是太神奇了，”来自日本大阪的44岁游客佐藤美绪说道。“我惊叹于韩国人过去的创造力，他们创造了如此美丽的烟火表演。”

她的旅伴铃木莲（47岁）竖起了大拇指。“我去过首尔和釜山很多次，但这是我第一次来咸安，”他说。“如果有机会，我一定会再来的。”

该活动是“日本日”系列活动的一部分，该系列活动由咸满郡联合庆尚南道和韩国旅游发展局共同举办，旨在吸引日本游客。今年是该活动的第三届，吸引了创纪录的1500名日本游客。参与人数逐年攀升，从2024年的450人增至2025年的980人，使该节日成为韩国秋季赴日旅游的标志性活动之一。

自三年前该旅游项目首次推出以来就一直带团的导游朴秀贞表示，多次来韩国旅游的游客对一些鲜为人知的小镇魅力尤为着迷。“咸满距离釜山金海国际机场仅一小时车程，我们已经收到不少关于明年行程安排的咨询。”她说道。

乐花海苔的流行也为当地经济带来了增长。活动当天，1500名日本游客共消费1.3亿韩元（约合9万美元），用于制作乐花海苔、餐饮以及其他体验活动。

10月15日，在庆尚南道咸满郡武津亭举行的2026年咸满乐花海苔日本特别日活动上，燃放的乐花木棍火花四溅，落入池塘中。（韩国时报 朴恩京摄）

观看演出前后，游客们游览了咸翊的摩利山古墓群和当地博物馆，并品尝了牛头汤、荷叶饭等地方特色美食。此外，当地还推出了包含乐花海苔观赏、全州、大邱和釜山游览的高级旅游套餐，价格约为2200美元，成为推动当地旅游业发展的重要力量。

国际上对咸花文化的兴趣持续增长，已超越日本本土。今年7月举办的“2026咸花文化节暨MyK FESTA”吸引了来自32个国家的710名外国游客，东南亚、欧洲和美洲等地的游客数量也在稳步增长。

哈曼县人口仅有 6 万，如今已发展成为新兴的国际旅游目的地。这背后是当地官员和居民重新思考发展方式并采取大胆举措的努力。

过去，乐花戏只是佛诞节的附属活动，约有2000名观众可以免费观看。为了提升乐花戏的知名度，该郡积极吸引电视剧和综艺节目前来拍摄。随后，该郡分阶段引入了预约制、指定座位和收费入场等措施，营造了更加稳定有序的观赏体验。

该县还与当地组织（包括乐花海苔保护协会和村庄合作社）合作，建立了以社区为基础的旅游模式，提供乐花木棍制作实践课程并开发相关商品。

“虽然日本很多地方都有乐花戏表演，但咸昙郡因其独特的沉浸式和震撼的观演体验而脱颖而出，观众可以在池塘上观看这场精彩的表演，”咸昙郡世界遗产和旅游部门官员金美花说道。

“我们相信，即使是基础设施有限的小省会城市，只要拥有像这样的特色内容，也能具备竞争力。事实上，每年都有超过1万名国内外游客到哈曼观看这个活动，”她说道。

然而，连像样的酒店都没有仍然是一个挑战，这使得哈曼只能吸引过境游客，而无法吸引过夜游客。

2026年10月15日，在庆尚南道咸满郡武津亭举行的“咸满乐花海”日本特别日活动中，日本游客参与了韩国文化活动。（图片由咸满郡提供）

哈曼郡计划招募旅游专业人才，成立哈曼旅游基金会，系统性地开发和推广包括乐花海苔在内的当地旅游景点。同时，哈曼郡还计划借助专业技术，加强旅游产品开发和市场营销，并积极寻求投资，以拓展包括酒店在内的住宿选择。

“我们将把咸昙郡独特的旅游资源——包括乐花海苔、马里山古墓群以及阿拉伽耶联盟的历史文化遗产——有机地结合起来，发展一种以住宿为基础的旅游模式，让游客在这里花费更多的时间和金钱，”咸昙郡郡长车锡浩说。

本文来自《韩国日报》（《韩国时报》的姊妹报），由人工智能生成系统翻译，并由《韩国时报》编辑。