Experience Korean Beef at the 2026 Uri-Yugu Gourmet Market in Ilsan

Operating under the slogan “Delicious because it’s healthy! I LOVE Woori Uewu,” the festival departs from standard retail promotions by incorporating a cultural theme. Committee Chairman Cho Jae-sung stated that the market aims to showcase the nutritional value and freshness of domestic Uewu beef while supporting local farming communities through direct consumer engagement.

Joseon Dynasty Street Theme and Interactive Programs

The venue features a concept modeled after a Joseon Dynasty marketplace, complete with historical character performances and folk-village-style activity zones. Visitors can participate in two main interactive games designed to illustrate the production and cuts of Uewu beef: “Guessing Uewu Cuts,” hosted by a character who designates specific beef sections, and “Uewu Plowing,” where participants pull ropes to simulate a cow plowing a field.

According to event organizers, successful participants receive immediate on-site Uewu discount vouchers and snacks. Additionally, the venue hosts a trendy DIY experience zone named “Byuldakku Market,” which offers continuous stations for decorating keycaps, pens, and stones to accommodate families and children.

Event organizers provide affordable tasting sessions and discount sales directly on-site. The Uewu Tasting Zone allows visitors to sample domestic Uewu beef, which is characterized by high protein, low fat, and a short breeding period that yields tender meat.

Affordable Pricing and Daily Events

In the Uewu Sales Zone, consumers can purchase domestic beef at discounts ranging from 30% to 40% compared to comparable Hanwoo prices, according to the promotion committee. The market schedule includes daily participatory events, featuring lucky draw drawings and prize selection games held four times daily at 1:00 p.m., 3:00 p.m., 5:00 p.m., and 7:00 p.m.