Naju City, in South Jeolla Province (Jeollanam-do), is turning up the heat on culinary tourism. To mark the 2026 Year to Visit Naju, the city is expanding a taste-focused travel program centered on its local food brand, Naju Bapsang.
The city has launched the spring season — the program’s second run — of its year-round foodie event, Matitna, and will run related activities through May 31. The initiative pairs local restaurants with nearby attractions to encourage longer stays and boost spending, helping stimulate the regional economy.
On April 10, Naju City announced it streamlined participation for this second run around 44 restaurants designated under Naju Bapsang and added the newly opened Namdo Righteous Army History Museum to suggested routes. Visitors can join by writing a review after dining and visiting key attractions to complete the verification process.
The program also improved convenience. Information cards placed at participating restaurants and attractions let visitors sign up on the spot, making it easier to take part than before.
Prizes will be awarded by raffle, with a focus on points redeemable for local specialty products. Officials strengthened these perks after earlier events showed participants favored point-based rewards.
Through this program, Naju City aims to grow spending that combines dining and tourism and to strengthen ties between local businesses and online distribution channels.
