A traditional Korean fire ceremony in Haman, South Gyeongsang Province, is being reshaped into a year-round tourism program for international visitors. The latest event, a Japan-focused special day held on October 15 at Mujinjeong Pavilion, welcomed about 1,500 Japanese tourists, who combined the evening’s spectacle with a daytime visit to the nearby Malsan Ancient Tombs, a UNESCO World Heritage site. Haman Nakhwa Nori is known for thousands of specially made “nakhwabong” fire sticks suspended above a pond. Once lit, they burn slowly for nearly two hours, scattering glowing embers across the night sky and reflecting on the water. The ceremony has traditionally been associated with Buddha’s Birthday and was held once a year, but Haman County and tourism authorities are now developing smaller events and travel packages throughout the calendar. The shift follows efforts to manage the festival’s popularity.
Since 2024, the main event has used advance reservations and limited attendance, while temporary parking and shuttle services have been expanded. The approach has helped reduce crowding and made the experience more comfortable, while scarcity has also made tickets highly competitive. Haman reported attracting 16,231 visitors through its main event and additional travel products in 2024. In 2025, the total was 9,617, including special programs for visitors from Taiwan and Japan. This year, the combined figure reached 12,420 by the time of the October special event. The county has also tested paid reserved seating and added a K-pop and traditional-music crossover festival to broaden the appeal.
The festival’s international expansion reflects a wider trend in Korean tourism: visitors are increasingly being invited to experience regional traditions rather than only major-city attractions. The program is supported by South Korea’s Ministry of Culture, Sports and Tourism, the Korea Tourism Organization, South Gyeongsang Province and Haman County. Haman was also selected for a 2026 government program linking major Korean Wave events with local tourism. For overseas travelers, Nakhwa Nori offers a distinctly Korean spectacle rooted in ritual, craftsmanship and landscape. Its growth also illustrates the challenge of balancing global demand with the preservation of a fragile historic setting. By limiting attendance and distributing events across the year, organizers are attempting to make the tradition accessible without turning the main ceremony into an overcrowded mass attraction.