Yeongyang Chili Pepper H.O.T Festival

The Yeongyang Chili Pepper H.O.T Festival is the largest single-item direct-trade event held at Seoul Plaza, a flagship festival that introduces the excellence and brand value of Yeongyang chili peppers directly to consumers in the capital area.

The event organically weaves together culture, hands-on experiences, exhibitions, and sales to offer visitors plenty to see and enjoy, while creating a space of urban-rural coexistence and harmony where producers and consumers meet face to face.

By showcasing fresh, safe local specialties directly to big-city consumers, the festival also builds trust in Yeongyang chili peppers — expanding direct-trade channels and promoting specialty consumption to deliver real income gains for participating farm households.