YESAN, Sept. 2 (Korea Bizwire) — The Yesan Permanent Market, a local marketplace turned national hotspot thanks to the efforts of celebrity restaurateur Baek Jong-won, was once again teeming with visitors on August 31. This time, the crowds gathered to enjoy beer and whole roasted chicken as part of the annual Yesan Beer Festival.
The festival, now in its second year, kicked off on August 30 under the theme “A Delicious Encounter of Beer and Chicken.” Set to run until September 1, the event has transformed the market into a lively celebration of local flavors and craft brewing.
Visitors to the festival grounds were greeted by the enticing aroma of chicken roasting to golden perfection in various setups, including windmill barbecues, grill barbecues, and traditional iron pots. Many attendees were seen pairing their choice of poultry with local brews such as Yesan Apple Ale, as well as a selection of craft beers, creating a unique summer retreat experience.
The Yesan county government reported that over 20 professional chefs from The Born Korea, Baek’s restaurant company, are on-site throughout the festival. Their presence ensures that the food offerings maintain high standards of cleanliness and safety.
In an effort to create a welcoming atmosphere and prevent price gouging, local merchants have joined forces with event organizers to promote a “We Welcome You” campaign. This initiative aims to maintain fair pricing and improve the overall festival experience for visitors.
The festival’s popularity was evident as visitors were spotted capturing moments of their beer and barbecue pairings on smartphones, sharing their experiences on social media platforms.
A county official expressed enthusiasm about the event, stating, “We are all working together to establish the beer festival as a signature event for Yesan.” The official emphasized the particular attention being paid to hygiene and cleanliness, given the nature of the festival as a food and beverage event.
Image credit: Yesan county / photonews@koreabizwire.com
