Korea Launches Nationwide Fall Campaign Covering More Than 1,700 Performances
The Korea Is Performing campaign will connect major festivals and regional programs through Nov. 30, offering curated recommendations and ticket discounts to draw audiences to stages nationwide.
South Korea has launched a nationwide campaign bringing together more than 1,700 performances through Nov. 30, aiming to make the busy autumn arts calendar easier to navigate and encourage audiences to visit venues across the country.
The Ministry of Culture, Sports and Tourism and the Korea Arts Management Service unveiled the 2026 Korea Is Performing campaign on Thursday. The program links major festivals and industry events in Seoul with productions promoted by 16 regional cultural foundations. Organizers will also provide recommendations organized around genres, travel destinations and the people audiences plan to attend with.
One of the campaign’s central events is the Seoul International Performing Arts Festival, which runs from Oct. 1 through Oct. 25. Twenty Korean and international works spanning theater, dance, music and multidisciplinary performance will be presented at venues including the National Theater of Korea, Daehangno Theater QUAD and Arko-Daehangno Arts Theater.
The Seoul Performing Arts Market will follow from Oct. 13 to Oct. 16. Its program includes nine performances, presentations and demonstrations, along with exhibitions and one-on-one business meetings for performing arts professionals. The market is designed not only for audiences but also for artists, producers and presenters seeking partnerships and new distribution opportunities.
Another linked event, the RE:BOUND Festival, will run from Oct. 16 through Nov. 14. It will bring works by 20 representative regional arts organizations to venues that include the Jayu Theater at Seoul Arts Center and other cultural facilities around the country.
Regional participation is a major part of the initiative. Sixteen cultural foundations will promote local productions, operate information booths and organize audience events at festivals. The campaign’s online channels will highlight family-friendly performances and shows that can be combined with regional travel, helping potential visitors choose among the large number of offerings.
Discount vouchers are already available through five online ticketing platforms, with additional vouchers reserved for performances outside the Seoul metropolitan area. The arrangement is intended to lower the cost of attending while directing more attention and spending toward regional venues.
Culture officials said the concentration of festivals and new productions in October and November created an opportunity to present performance information in a more accessible way. Beyond increasing attendance, the campaign seeks to bring the performing arts closer to everyday life and support activity across Korea’s theater and performance sector.