Gunsan Shapes Its City Brand Through Craft Beer

29 April 2026

Gunsan, South Korea — The “Gunsan Brews & Blues Festival 2026” will take place from June 12 to 14 in the area around the Gunsan Modern History Museum, located in Gunsan, Jeonbuk, South Korea. Now in its fifth year, the festival is gaining attention as a convergent model for urban development that brings together local agriculture, youth entrepreneurship, and international exchange.

Gunsan City has been promoting the high-value utilisation of agriculture by building an industrial ecosystem that connects locally produced barley to malt processing, craft beer production, and tourism content. In particular, the city has reduced the initial burden on young entrepreneurs and supported stable market entry by linking a shared brewery (production infrastructure) with Gunsan Beer Port, a space for experience and sales.

This year’s festival will feature craft breweries from Gunsan’s sister cities, including Tacoma and Yantai, as well as partner cities such as Qingdao, New Taipei City, Kagoshima, and Takamatsu. As an international event, it will introduce each city’s local beers and cultures, transforming intercity cooperation into tangible content. In addition, blues performances, the scenic port setting, and the city’s modern historical heritage will come together to offer a uniquely differentiated cultural experience.

With programmes extending into the evening, the festival is expected to encourage longer stays by visitors, generating positive spillover effects across accommodation, dining, tourism, and local consumption. By linking the event with the old downtown commercial district, Gunsan also aims to foster shared growth with local small businesses. Building on this momentum, the city plans to strengthen its brand as Korea’s leading craft beer destination and further expand the festival into a globally recognised event in Asia.

Notably, the Gunsan Brews & Blues Festival has already established itself as one of the city’s leading cultural events, supported by strong public engagement and voluntary participation from citizens. Evolving beyond a one-time event into a participatory cultural platform led by the community, this year’s festival is expected to deliver even more refined programmes and operations, welcoming both domestic and international visitors.