Yeongyang Chili Pepper H.O.T Festival

The Yeongyang Chili Pepper H.O.T Festival is the largest direct-trade event for a single specialty crop held at Seoul Plaza, a flagship festival that carries the excellence and brand value of Yeongyang chili peppers straight to consumers in the capital area. The event organically weaves together local culture, experience, exhibition, and sales content to give visitors plenty to see and enjoy, with the aim of creating a venue for urban-rural coexistence and harmony in which producers and consumers meet face to face. By presenting fresh, safe specialty farm products directly to big-city consumers, the festival also raises consumer trust in Yeongyang chili peppers and contributes to real income growth for participating farm households through wider direct-trade channels and greater consumption of local specialty products.