Decorate Your Own Korean Mask and Savor Juansang!
Experience a “time-slip” market festival like no other: Andong Eulsa Jinchan

Andong Gu Market (Old Market) was recently named one of the “Top 10 K-Tourism Markets” by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization. A pop-up festival called “Andong Eulsa Jinchan,” inspired by Juansang, a traditional table setting with foods and liquors, was held here not long ago. The event reimagined a Joseon-era royal banquet inside a modern marketplace. Join us as we step into this lively celebration where the charm and flavors of Andong came together.

| A Time-slip Festival with Hands-on Experiences

Andong Gu Market

Andong Gu Market is one of the city’s best-known traditional markets and the birthplace of Andong Braised Chicken (Andongjjimdak). The restaurant that first came up with this hearty dish—made to keep students and soldiers well fed—still serves it with the same familiar taste. The market is also the main spot for Salted Mackerel (Gangodeungeo), another food closely associated with Andong. With its long history and wide mix of vendors, the market draws huge weekend crowds of locals and travelers alike.

“Andong Eulsa Jinchan” – Gugak performance

“Andong Eulsa Jinchan” – Experience zone decorated with colorful fabric

Visitors enjoying the festival in hanbok

“Andong Eulsa Jinchan” was held on Saturday, November 1, at the Pungmul Jangteo area of Andong Gu Market. The main stage and floor seating were set up in the center, with hands-on programs and local specialty booths stretching out along both sides. Gugak performances filled the alleys, and visitors wandering the festival in rented hanbok gave the scene the charming feel of an old marketplace.

① The Charm of Andong

Materials for mask decorating

] ‘Mask-BTI’ test accessible via QR code

] ‘Mask-BTI’ test accessible via QR code

Inside the market, a variety of experience zones were set up. The most crowded spot was the Mask-BTI & Mask-Decorating Zone. Mask-BTI is a personality test that matches your results with characters from Hahoe Byeolsingut, each represented by a traditional Hahoe mask. After answering fifteen questions, you’re shown the mask that best reflects your personality. Because each character in Hahoe Byeolsingut has a distinct personality, many of the results lined up surprisingly well with familiar MBTI types—an amusing detail that drew a lot of interest.

Participant decorating a mask

Scene from the “Decorate Your Own Mask” contest

At 3 p.m., a mask contest kicked off to choose the day’s top design. Participants stepped up with the masks they had decorated and talked briefly about their ideas, while the crowd voted with a show of hands. It was fun to see how each mask carried its creator’s personality. The winner was awarded a market gift certificate.

② The Flavors of Andong

Spicy Braised Chicken (Jjimdak)

As the birthplace of Braised Chicken (Jjimdak), the market also hosted a booth dedicated to the dish: the Spicy Braised Chicken Challenge. The Braised Chicken —loaded with Cheongyang Chili Peppers (Gochu) and Chili Pepper Oil (Gochugireum)—looked fiery enough to make your throat burn just by looking at it. Anyone who finished a full bowl and managed to whistle afterward earned a 2026 calendar featuring charming illustrations. Quite a few people stepped up to the challenge, but many gave up before they could claim a full “clean-plate” victory—ending up clutching tissues and reaching for water instead.

Mixologist Hoya Kim

“Green Zone” cocktail made with green tea syrup

A booth offering creative twists on Andong’s traditional liquors quickly drew interest. Mixologist Hoya Kim, formerly of the W Hotel, and his team served nine cocktails made with Andong Soju, Unrefined Rice Wine (Makgeolli), and apple wine. Visitors who posted about Andong Gu Market and “Andong Eulsa Jinchan” on Instagram received a complimentary drink. Two cocktails were especially popular: “Green Zone,” made with apple wine, green tea syrup, peach drink, and a rose garnish; and “Andong Foreigner,” a mix of Andong Soju, banana syrup, wine, and other ingredients.

Individual Juansang table

The highlight of the festival was the Juansang dining experience, offered to guests who reserved in advance. Each personal tray featured dishes made with Andong’s local specialties—Parboiled Octopus (Muneosukhoe), Andong Braised Chicken Tteokbokki, Salted Mackerel Mandu, salad, and more—making it a feast for both the eyes and the palate. Groups sat together on floor seating and enjoyed their meals, creating a scene reminiscent of a royal banquet.

A generous spread

The Juansang dishes were outstanding. Octopus—one of the ingredients Andong families often use for ancestral rites—was served parboiled to highlight its soft, springy texture. The Andong Braised Chicken Tteokbokki was a standout as well, combining the chewiness of Rice Cake Sticks (Garaetteok) with the spicy-sweet flavor of Braised Chicken. The Mandu filled with rich, savory Salted Mackerel had a deep, satisfying umami.

Parboiled Octopus (Muneosukhoe), a long-loved dish in Andong

Tteokbokki reinterpreted with Andong Braised Chicken (Andongjjimdak)

Another highlight of the Juansang meal was the drinks. Guests were served Andong Soju in bottles shaped like Hahoe masks, while those who preferred not to drink could opt for Andong Sweet Rice Punch (Andongsikhye). Made with ginger, radish, and Chili Pepper Powder (Gochutgaru), this Sweet Rice Punch (Sikhye) has a warm, spicy kick that gently gives way to its natural sweetness.

Andong Sweet Rice Punch (Andongsikhye)

Most of the ingredients used for the Juansang meal were purchased right at Andong Gu Market. Having the ingredients supplied on-site made the program run even more smoothly. It was a true festival in every sense—one that left both the organizers and the market vendors satisfied.

| A Mood Lifted by Traditional Music

Floor-seating zone set for the Juansang meal

Along with various events and Juansang dining, live performances played a big role in elevating the festival’s atmosphere. From 11 a.m., when the festival began, until it wrapped up at 9 p.m., a mix of traditional and contemporary performances took the stage throughout the day, captivating visitors.

Studio Maegandang performing

Band E-Ro performing

The fusion gugak performances by Studio Maegandang and Band E-Ro drew particular attention. Studio Maegandang captured the interest of younger visitors with a performance of “Golden,” an OST from KPop Demon Hunters, played on the piri, taepyeongso, haegeum, and other traditional instruments. Band E-Ro followed with a unique blend of gayageum, electric guitar, and vocals, creating music that felt both familiar and refreshingly new.

| Adieu, Andong Eulsa Jinchan

Roulette event offering a prize with any receipt over 10,000 won

Cocktail zone growing even more lively after dark

“Andong Eulsa Jinchan” ran for just a single day, yet it left a strong impression. The idea of recreating a royal banquet inside a market felt fresh, and the space was put together in a way that fit the concept perfectly. What really resonated was how well the event connected vendors and visitors. The roulette event was a great example—anyone who showed a market receipt over 10,000 won was guaranteed a prize.

Andong Jjimdak Alley

Andong Jjimdak

The Pungmul Jangteo, where the festival was held, also comes alive every Friday and Saturday with a night market and a flea market. There’s even a spot to try traditional liquors made in Andong. If you’re planning a trip to the city, it’s well worth stopping by.

Text and photos by travel writer Kim Jeong-heum