Jeonju transforms historic market into all-night cultural playground

Jeonju’s Nambu Market is being turned into an all-night cultural venue from Saturday to Sunday through a campaign by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization. The event, called All-Day Trip, ties a nearby football match to late-night market visits, live music and an open-air cinema. Merchants are also promoting clearer price tags, card payments and better sanitation to improve trust for visitors. Officials say the effort is meant to keep historic markets vibrant into the night.

The campaign is taking place at Jeonju Nambu Market in Jeonju, a historic city in southwestern Korea.

It is scheduled from Saturday to Sunday and is organized by the Ministry of Culture, Sports and Tourism with the Korea Tourism Organization.

The event is called All-Day Trip and begins around a football match between Jeonbuk Hyundai Motors and Pohang Steelers.

A 100-meter road section near the market will be closed to vehicles to create a pedestrian-only zone.

The Sky Garden will screen La La Land at 10 p.m. and Little Forest at midnight.

Published Sep 3, 2026 1:14 pm KST

Residents shop for fresh vegetables at Dokkaebi Market near Jeonju Nambu Market, North Jeolla Province, Aug. 13, a day before "malbok," the last of Korea's three traditional hottest days of summer. Yonhap

In Jeonju, a historic city in southwestern Korea, one of the region’s oldest markets is making a radical bid for young night owls: swapping early curfews for open-air cinema, live music and football fandom that lasts until sunrise.

From Saturday to Sunday, the Ministry of Culture, Sports and Tourism, alongside the Korea Tourism Organization, will launch a high-energy campaign at Jeonju Nambu Market. Dubbed the "All-Day Trip," the initiative pairs sports fandom with late-night urban exploration, reimagining the market's role in the city's modern tourism landscape.

The festivities begin on Saturday evening, capitalizing on a marquee football match between Jeonbuk Hyundai Motors and Pohang Steelers at the nearby stadium. Organizers are encouraging fans to flood the market before and after kickoff. Supporters arriving in team jerseys who post proof on social media will receive vouchers to spend at stalls, blending athletic spectacle with local culinary trade.

As night falls, a 100-meter stretch of road near the market will shut down to vehicular traffic, creating a pedestrian-only zone. Visitors can taste local delicacies at the night market or drop by "Moi-jang" — a newly opened cultural space housed in a renovated former wholesale horticultural market hall — to grab a drink and catch live acoustic sets running past midnight. The space's name comes from the Korean verb "moida," meaning "to gather" or "assemble," combined with "jang," meaning "market" or "gathering place."

For those willing to pull an all-nighter, the market’s rooftop Sky Garden will transform into an open-air cinema, screening "La La Land" at 10 p.m. followed by the Korean culinary film "Little Forest" at midnight. As dawn breaks on Sunday, moviegoers can descend back into the sprawling aisles as the morning market stirs to life, capping the night with Jeonju’s iconic bean sprout soup and blood sausage.

The event also anchors a broader drive to modernize consumer trust. Merchants are committing to clearly labeled price tags, card-friendly checkout and improved sanitation — addressing long-standing hurdles for international travelers.

"This project connects traditional markets with Jeonju’s wider cultural assets to offer younger crowds an experience that lasts until sunrise," said Kang Dong-jin, director general of Tourism Policy at the ministry.

By funding fresh programming and collaborating with regional governments, officials hope to ensure that historic markets like Jeonju Nambu remain vibrant centers of contemporary life long after the sun goes down.

This article was published with the assistance of generative AI and edited by The Korea Times.

在韩国文化体育观光部和韩国旅游发展局的联合倡议下，全州南部市场将于周六至周日变身为通宵文化场所。这项名为“全天之旅”的活动将附近的足球比赛与深夜市场游览、现场音乐表演和露天电影等活动巧妙结合。为了提升游客的信任度，商户们也积极推广更清晰的价格标签、刷卡支付和更完善的卫生设施。官方表示，此举旨在让历史悠久的南部市场在夜晚也保持活力。

此次活动在韩国西南部历史名城全州的全州南部市场举行。

活动安排在周六至周日，由韩国文化体育观光部与韩国旅游发展局联合举办。

该活动名为“全天之旅”，以全北现代汽车队与浦项制铁队之间的足球比赛为开端。

市场附近一段100米长的道路将禁止车辆通行，改建为步行区。

空中花园将于晚上10点放映《爱乐之城》，午夜放映《小森林》。

发布于2026年9月3日下午1:14（韩国标准时间）

8月13日，韩国全罗北道全州南部市场附近的独鬼市场，居民们正在购买新鲜蔬菜。当天是“末伏”的前一天，末伏是韩国传统夏季三天中最热的一天。（韩联社）

在韩国西南部的历史名城全州，该地区最古老的市场之一正在向年轻的夜猫子们发起一场激进的攻势：用露天电影、现场音乐和足球迷活动取代了早宵禁，一直持续到日出。

从周六到周日，韩国文化体育观光部将联合韩国旅游发展局在全州南部市场推出一项活力四射的活动。这项名为“全天之旅”的活动将体育迷的热情与夜间都市探索相结合，重新定义了该市场在全州现代旅游格局中的角色。

庆祝活动将于周六晚间拉开帷幕，届时附近体育场将上演一场全北现代汽车队与浦项制铁队的焦点足球赛。主办方鼓励球迷在赛前赛后涌入市集。身着球队球衣并在社交媒体上发布照片的球迷将获得代金券，可在各个摊位使用，将精彩的体育赛事与当地美食完美融合。

夜幕降临后，市场附近一段100米长的道路将禁止车辆通行，变成步行街。游客可以在夜市品尝当地美食，或者前往“Moi-jang”——一个由旧批发园艺市场改造而成的全新文化空间——小酌一杯，欣赏持续到午夜后的现场原声音乐表演。“Moi-jang”这个名字源于韩语动词“moida”（意为“聚集”或“集会”）和“jang”（意为“市场”或“集会场所”）的组合。

对于那些愿意通宵的人来说，市场顶楼的空中花园将变身为露天影院，晚上10点放映《爱乐之城》，午夜则放映韩国美食电影《小森林》。周日黎明破晓时分，影迷们可以回到宽敞的市场，感受早市的热闹景象，最后以全州标志性的豆芽汤和血肠为夜晚画上完美的句号。

此次活动也标志着旨在提升消费者信任度的更广泛举措正式启动。商家承诺提供清晰的价格标签、便捷的刷卡结账方式以及更完善的卫生设施，从而解决国际旅客长期以来面临的诸多难题。

“该项目将传统市场与全州更广泛的文化资源联系起来，为年轻群体提供持续到日出的体验，”旅游部旅游政策司司长姜东镇表示。

通过资助新的项目并与地方政府合作，官员们希望确保像全州南部这样的历史悠久的市场在日落之后很长一段时间内仍然是充满活力的当代生活中心。

本文由生成式人工智能协助发布，并由《韩国时报》编辑。