On a brisk late-February morning in Kimcheon City, the usually tranquil city hall buzzed with excitement and anticipation. Local officials, media, and a handful of fans gathered for an event that, while ceremonial in nature, marked a significant new chapter in the city’s ongoing efforts to boost its reputation as a must-visit destination. The occasion? The official appointment of comedian Park Young-jin, singer Jadu, and kimbap curator Jeong Da-hyeon as Kimcheon’s newest tourism ambassadors.
According to Daily Hankook, the appointments, announced on February 28, 2026, are part of a broader strategy to enhance the city’s tourism brand and to share the unique charms of Kimcheon with a wider audience. The city’s leadership believes that these three figures, each with their own sphere of influence and deep ties to Kimcheon, are the perfect trio to bring the city’s spirit to life for visitors both near and far.
The selection process was no mere formality. As Shin Gyeongbuk News reported, the appointment ceremony was held the previous day, February 27, at Kimcheon City Hall, underscoring the administration’s commitment to the initiative. Mayor Bae Nak-ho himself presided over the event, expressing both pride and high hopes for the city’s future as a year-round tourist destination. In his remarks, Mayor Bae said, "I am very pleased to work with these three influential figures in their respective fields, and I hope they will play a significant role in helping Kimcheon become a tourism city that people want to visit in all seasons."
So, who are these new ambassadors, and what makes them uniquely qualified to represent Kimcheon?
First up is Park Young-jin, a comedian who is more than just a familiar face to locals—he’s a homegrown talent. Born and raised in Kimcheon, Park is an alumnus of Moam Elementary, Jungang Middle, and Seongui High School. Over the years, he’s taken on the role of main MC at major local events, including the beloved Kimcheon Kimbap Festival and the Gyeongbuk Provincial Sports Festival. His humor, warmth, and deep-rooted connection to the community have made him a natural representative for the city’s vibrant cultural scene. As NEWSIS points out, Park has long been seen as a symbol of the city, lending his energy and charisma to events that showcase Kimcheon’s unique traditions and festive spirit.
Then there’s Jadu, the singer whose very name is synonymous with Kimcheon’s agricultural pride. Not only does she share her name with one of Kimcheon’s famous local specialties ("jadu" means "plum" in Korean), but she’s also known nationwide for her hit song "Kimbap." Jadu’s connection to the city runs deep; she has performed at every Kimcheon Kimbap Festival since its inception, bringing her star power and musical flair to the celebration of the city’s culinary heritage. According to Daily Hankook, Jadu’s ongoing participation in the festival has endeared her to locals and visitors alike, bridging the gap between tradition and pop culture.
The third ambassador, Jeong Da-hyeon, brings a distinctly modern edge to the group. Known as a "kimbap curator," Jeong boasts a social media following of 250,000, making her a powerful influencer in the world of Korean cuisine. Her expertise goes beyond online content—she has served as a judge for the Kimbap Cooking King Competition and played a key role in the festival’s docent program, which guides visitors through the event’s main attractions. As Shin Gyeongbuk News notes, Jeong’s involvement has significantly raised the quality and profile of the festival, turning it into a showcase for both culinary innovation and local pride.
The city’s decision to appoint these three as tourism ambassadors is as strategic as it is symbolic. By choosing figures who embody both the heritage and the evolving culture of Kimcheon, officials hope to create a multifaceted promotional campaign that resonates with a diverse audience. Over the next two years—the duration of their appointment—Park, Jadu, and Jeong will be tasked with creating engaging content, participating in major city events, and spearheading both online and offline promotional efforts. Their collective mission: to highlight Kimcheon’s beauty, its festivals, and its welcoming spirit.
But why the focus on tourism now? As Mayor Bae Nak-ho explained, "We expect that these three influential figures will be a great force in helping Kimcheon leap forward as a tourism city that people want to visit in all seasons." The city has long been known for its scenic landscapes and rich agricultural products, but in recent years, there’s been a growing recognition that cultural branding and event-driven tourism can offer a fresh path to economic revitalization. The Kimcheon Kimbap Festival, for instance, has become a cornerstone of the city’s cultural calendar, drawing foodies and festival-goers from across the country. With the addition of ambassadors who can amplify the festival’s appeal and share its story with new audiences, city officials are betting on a tourism renaissance.
Of course, the role of tourism ambassador is more than just a title. As NEWSIS reports, Park, Jadu, and Jeong will be responsible for producing original content—think videos, social posts, and live appearances—that showcases everything from Kimcheon’s seasonal beauty to its bustling markets and quiet mountain trails. They’ll also take center stage at key events, acting as both hosts and storytellers, and will leverage their own networks to attract visitors and fans alike.
For Park Young-jin, the appointment is a chance to give back to the community that shaped him. For Jadu, it’s an opportunity to celebrate the city’s culinary and cultural heritage through music and performance. And for Jeong Da-hyeon, it’s a platform to share her passion for kimbap and local cuisine with a national—and possibly international—audience. Together, they represent a blend of tradition, celebrity, and digital savvy that city officials hope will spark renewed interest in all that Kimcheon has to offer.
As the city embarks on this new chapter, the expectations are high, but so is the enthusiasm. With the support of its new ambassadors and a clear vision for the future, Kimcheon is positioning itself not just as a place to pass through, but as a destination to savor, celebrate, and remember.