In the sweltering August heat, the '2026 Yeongyang Red Pepper H.O.T Festival' will set Seoul Plaza ablaze for three days from the 27th to the 29th of this month, offering the true essence of 'fighting heat with heat.'

The '2026 Yeongyang Red Pepper H.O.T Festival,' hosted by Yeongyang County in North Gyeongbuk, will heat up the heart of Seoul with a special concept of 'fighting heat with heat'—using spicy flavors to make people forget the summer heat. Running for three days from Thursday, August 27th to Saturday, August 29th at Seoul Plaza, this festival will provide residents of the Seoul metropolitan area with a special opportunity to directly experience Yeongyang County's premium red peppers and agricultural specialties.

This festival aims primarily to showcase Yeongyang County's excellent agricultural specialties directly to metropolitan consumers and to expand direct trading opportunities between producing farmers and consumers to build mutual trust. Its value is further enhanced in that it boldly reduces distribution stages to contribute to increased income for farming families while providing consumers with a transparent and fair marketplace where they can purchase carefully selected, top-quality agricultural products at reasonable prices.

During the event, carefully selected Yeongyang red peppers and red pepper powder, along with various high-quality agricultural specialties produced in Yeongyang County, will be sold. In particular, befitting the reputation as the 'home of red peppers,' all products for sale are guaranteed top quality after undergoing rigorous management processes including 'selection, packaging, and quality inspection' directly by Yeongyang County. A county official stated, "You can encounter excellent Yeongyang agricultural specialties that have gone through strict processes, and we look forward to significant interest from metropolitan consumers," expressing strong confidence in the product's excellence and the organizer's quality management system.

[Photo=Yonhapnews]

The 'Yeongyang Red Pepper H.O.T Festival' goes beyond a simple direct trading marketplace, adding richness through various attractions and experience programs to delight visitors' eyes and palates. At the 'Yeongyang Red Pepper Theme Park,' decorated with red peppers as the festival's symbol, visitors can see at a glance the ecology and history of red peppers and various varieties. Additionally, special booths including the 'Cultural Tourism Promotion Center' introducing Yeongyang's beautiful natural scenery and cultural heritage, the 'Sigyeongjeobang Promotion Center' offering a glimpse into the food culture of aristocrats during the Joseon Dynasty, and the 'Eco-Tourism Promotion Center' where visitors can feel pristine nature, are planned to provide visitors with enjoyable experiences and useful information.

The 'Yeongyang Red Pepper H.O.T Festival' has been held annually at Seoul Plaza since its first launch in 2007, and this year marks its historic 20th edition. The 20-year history attests to the deep trust and affection of metropolitan consumers for Yeongyang County's agricultural specialties, and the significant number demonstrates a successful track record firmly establishing itself as Korea's representative red pepper festival. This is the fruit of labor by Yeongyang County farmers and is being evaluated as a exemplary model of coexistence between urban and rural areas.

The '2026 Yeongyang Red Pepper H.O.T Festival' will provide metropolitan consumers with an excellent opportunity to directly experience and purchase top-quality Yeongyang agricultural specialties at reasonable prices. Simultaneously, it is expected to greatly contribute to tangible income increases and stable market expansion for farming families, serving as a catalyst for regional economic revitalization. Based on the trust and reputation built through 20 years of history, positive outlooks prevail that this festival will provide special vitality to citizens amid the sweltering heat while achieving significant success as a venue for mutually beneficial direct trading linking region and city.