Regions Become Genres: Asan and Yeongwol Brand Themselves Through Original Musicals
Creatrip Team
3 months ago
Facing regional decline, Korean arts groups are turning to locally produced cultural content to build identity and attract visitors. Two recent musicals — "Seong-ung" in Asan and "Danjong, 1698" in Yeongwol — were created as original works using each area's historical assets. "Seong-ung," staged by Asan Chungmu Arts Company with local support, reframed Admiral Yi Sun-sin not just as a war hero but as a conflicted, human figure, tying his growth to Asan’s civic identity. In Yeongwol, producers used the UNESCO World Heritage royal tomb (Jangneung) and an immersive, participatory staging so audiences became witnesses to the 1698 moment surrounding King Danjong, emphasizing the power of place (place-based identity). Both projects differed from common local strategies of hosting touring shows or reworking existing IP by investing in professional production teams, top musical actors, and original IP development. Strong government and local backing led to sold-out runs, high audience ratings, and demonstrated that carefully made cultural content can function as effective city branding and help secure cultural sovereignty and regional sustainability.
