Sejong Jochiwon Peach Festival

If you travel to Korea in the summer, you will probably ask at least once, "What fruit is in season right now?" The answer is almost always peaches. Among them, Jochiwon peaches are a specialty of Jochiwon-eup in Sejong City with more than 100 years of history, and the Sejong Jochiwon Peach Festival is a festival that turns that single fruit into its entire theme. I went there prepared for the midsummer heat, and in the end it felt like a festival where you can 'have cool fun, eat something sweet, and buy things cheaply.' The venue is around the Sejong Citizens' Sports Complex, and it is held for three days from late July to early August, when peach harvest is in full swing. The previous edition ran for three days from July 25 to 27.

The festival has a clear identity. It began to promote the excellence of Jochiwon peaches, which have a history of more than 100 years, and it was planned as a cultural tourism summer festival where you can fully taste and enjoy Jochiwon peaches with 117 years of tradition. It is not just an agricultural sales event; what makes it stand out is that it also offers nighttime content. Considering the heat, it is operated around several themes, including night programs, entertainment and food, sights to see, peach promotion sales, and events linked with Jochiwon-eup.

Bring one pink outfit item and you can try peaches for free

If you remember just one thing before going, make it 'pink.' If you wear the pink clothing that symbolizes this year's festival and represents the image of a peach at the venue, you get a chance to taste sweet-and-tangy peaches. I went wearing a pink T-shirt, and if you wear a pink item such as pink clothing, a hat, or a bag, you can join programs like the stamp tour, mini Olympics, and best peach-look contest as part of the dress code event. As a foreign visitor, even if you do not know Korean, matching clothing colors is easy to follow, so it was the simplest corner to join without a language barrier. It is also good for taking photos.

Beat the midsummer heat with water play and peach beer

During the day, honestly, it is hot. That is why the water-play facilities are the key attraction. Water slides, water pools, and yellow-clay pools were operated, making this the area where families with children stayed the longest. At the main stage area, there were hands-on activities such as sharing a giant ice bowl fruit punch, water play for children and families, and making peach rice cakes with long cylindrical rice cake. If you are going into the water, be sure to bring a change of clothes, a towel, and slippers. A parasol or hat and water are also essential.

After sunset, the atmosphere changes completely. The festival's signature nighttime content is called 'Peach Beer Night,' and it is held every day from 6:00 p.m. to 10:00 p.m. in the outdoor space of the Sejong Citizens' Sports Complex. It is a place to stir up midsummer-night emotions with peach beer and makgeolli infused with peach fruit, snacks, and performances. A glass of beer with Jochiwon's famous pa-dak, or chicken with green onions, really completed the picture. The performance lineup was also strong. In the previous edition, jazz pianist Jinobak and the gugak band Eolssu performed on the first day, and Cherry Filter and others took the stage on the next day. On the morning of the third day, there was also a surprise highlight. At 10:00 a.m., the Air Force's special flight team Black Eagles put on an air show over Jochiwon, bringing the festival to a close. Side programs such as helicopter ride experiences are also operated, so if you like aerial content, be sure to check the schedule until the end.

While you are here, be sure to buy a box of peaches to take home

The real heart of the festival is the peach promotion sale. The prices are too good to just look around and leave. Word spread that you could buy Jochiwon peaches at about 10% or more below market price, and crowds gathered. However, because they are so popular, they sell out quickly. In the previous edition, 15,270 boxes were sold out over three days, and even though the quantity was increased by 1.5 times from 10,000 boxes to account for the previous year's early sellout, they still sold out early and recorded the highest sales ever. So if peaches are your main goal, I recommend going early in the morning on the first day. For reference, in the previous edition, despite the extreme heat, 107,038 people visited, setting a record for the highest attendance ever, so you should be prepared to wait in line for the popular spots.

Realistic route for foreign travelers — take the train to Jochiwon

Getting there is surprisingly convenient. The key is Jochiwon Station. If you are coming from Seoul, it takes about 1 hour 30 minutes by Saemaeul train or about 2 hours by Mugunghwa train to reach Jochiwon Station, and from Daejeon it takes about 30 minutes at 30- to 40-minute intervals. Since KTX does not stop there, you need to take a regular train, so it is more comfortable to reserve your ticket in advance through the Korail app. The venue, the Sejong Citizens' Sports Complex, is a little away from Jochiwon Station, near Sinheung-ri, so you can take a short city bus or taxi ride from the station. On a hot day with luggage, a taxi is the practical choice. If you plan to enjoy Peach Beer Night until the end, check the last train time for your return trip in advance. Since the program ends at 10 p.m., it is easy to get stranded if you do not plan your way home.

You do not need to worry too much about payment on site. However, some food trucks and market stalls may be faster with cash, so it is reassuring to carry a small amount of cash. English guidance is not very abundant, so for detailed program schedules or reservations, I recommend opening a translation app and checking the official website in advance. Some corners, such as the peach harvest experience, are run by advance reservation, so if there is an experience you definitely want, do not miss the reservation opening date. Still, the core attractions — water play, the dress code, beer, and peach shopping — were easy enough to enjoy even without understanding the language.

So who is this recommended for?

It is a great fit for family travelers and groups of friends who want to enjoy water play, refreshing peach beer, and cheap, delicious seasonal fruit all at once in the midsummer heat. It is even better for those who want to experience the true summer atmosphere of a small Korean provincial city rather than a flashy big-city festival. All you need is one pink outfit, a change of clothes, and a bag to carry your peaches home.