[YARI Data Snapshot] Not All Famous Festivals Are Equal: Attractiveness vs. Awareness

Not all famous festivals are equally attractive. 🎆🌸

The NOL Korean Festival Index evaluates festivals across two separate dimensions: Awareness—how widely a festival is known and discussed—and Attractiveness—how positively visitors evaluate the festival experience.

The Top 20 matrix shows that these two measures do not always move together. Some festivals rank high on both, while others are better known than they are positively evaluated—or show strong attractiveness despite relatively lower awareness.

For example, Hwacheon Sancheoneo Ice Festival stands out for relatively high attractiveness, while Seoul Jazz Festival and Busan Fireworks Festival are positioned more strongly on awareness.

The takeaway: being well known is not the same as being well liked. Understanding festival competitiveness requires looking at both Awareness and Attractiveness.

🔎 Explore the full festival rankings: NOL Korean Festival Index

📘 Read the full report: [Yanolja Research Insights Vol.46] NOL Korean Festival Index: Measuring the Appeal of Korea’s Festivals with Data

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