Hello.
We are Realworld, a playable content platform.
There are so many ways to promote festivals.
Putting up posters, making videos,
running ads, and circulating on social media.
But there's always one question that remains.
Can't we make people actually 'want to go' to festivals?
Because delivering information is different from
experiencing something physically and having it stay in your heart.
The change that started from this question
began at Gusukguseok Mart
and happened in the regional hub popup store model
〈Gusukguseok Truck〉.
〈Gusukguseok Truck〉 A hub-type popup store that makes you 'want to visit' festivals
〈Gusukguseok Truck〉 didn't promote
in the middle of the festival venue.
Instead, it went to hub spaces
(stations, department stores) where people pass by and stay,
not to make them 'see' the festival,
but to make them 'experience' it.
This Gusukguseok Truck operated in the following order.
Seoul Realworld Seongsu → Daegu Chimac Festival
Daejeon Station KTX → Geumsan World Ginseng Festival
Daejeon Station KTX → Gimje Horizon Festival
Gwangju Shinsegae Department Store → Gwangju Kimchi Festival
As a result, a flow was created that transformed
'festivals you can't go to because you don't know about them' into
'festivals you want to go to because you discovered them.'
What made people 'want to visit' wasn't
festival information, but 'experience.'
Gusukguseok Truck didn't explain festivals.
Instead, it turned festivals into events.
Things disappearing, getting mixed up,
having to find, having to guess,
having to collect,
A structure that visitors had to complete themselves.
What this flow created wasn't just a simple experience,
but emotions about the festival.
'This festival seems more fun than I thought.'
'This isn't just information, it's a story.'
'Next time I want to try completing it at the actual site.'
'Should I go protect the joy I defended?'
It went beyond 'learning about it for the first time' to making people 'discover' it
Among those who experienced Gusukguseok Truck,
an average of about 78% answered that they 'learned about this festival for the first time.'
(ranging from about 68~90% by hub)
The reason this is important is simple.
If promotion is the goal, 'exposure' can be success,
but if tourism is the goal, it needs to be 'discovery,' not just 'awareness.'
People forget festivals they saw in ads,
but remember festivals they discovered themselves.
Gusukguseok Truck designed the way those memories are created
through 'story + mission.'
The desire to 'want to visit' was actually created
Another key point is visit intention.
After the experience, festival visit intention showed at an average level of about 91%.
This figure isn't just simple favorability,
but a signal that minds moved beyond
'seems like a nice festival'
to 'should I add this to my schedule?'
Gusukguseok Truck achieved this shift
not through explanatory persuasion, but through achievement experience persuasion.
It made 'regional festivals' feel like 'trendy places to go'
Regional festivals can easily be perceived
only as 'informational events' or 'family-oriented programs.'
But when storytelling, missions, immersive technology, and on-site interaction meet at hubs,
festivals instantly become content with trendy MZ sensibility.
In other words, Gusukguseok Truck
created a framework that makes people view festivals in a new way
without changing the essence of festivals.
A single experience starting at a hub becomes the starting point of 'real travel.'
People's hearts don't move only after arriving at festival venues,
but after first 'experiencing' it at hubs,
they finally start imagining that festival as a destination.
The moment that imagination occurs,
the festival is no longer far away.
It becomes not 'I should go someday'
but 'Should I go this time?'
We didn't change the space, but completely transformed 'the way festivals are promoted'
The core change 〈Gusukguseok Truck〉 made is simple.
Information delivery → Experience distribution
Not persuading through explanation,
but making people move through experiences they tried themselves.
Realworld will continue to create structures
for tourism conversion where regional festivals are 'discovered'
by broader audiences through verified playable content
and lead to actual visits.
Hoping this case leads to the next choices of other regions and spaces,
I'll end this post here. Thank you.
If you have many concerns about regional festival and regional tourism activation,
if you want to promote to MZ generation in areas with high foot traffic!
We'd be grateful if you contact us anytime through the link below.
https://business.realworld.to/?lang=ko