Cheongju, a city renowned for its culture and arts in Chungcheongbuk-do, boasts a vibrant performance scene. Leading this cultural richness are the Cheongnyeon Theater Company, with a proud 40-year tradition, and HI, a theater company specializing in musicals. Among their works, the original musical Bill’s Shoe Repair Shop, produced by HI, has been a beloved favorite for four years, earning its place as a signature regional performance.

Bill’s Shoe Repair Shop: Cheongju’s signature musical for four years running

Set in a late 19th-century European shoe shop during the height of the Industrial Revolution, the story follows Bill, a skilled shoemaker struggling to compete with mass-produced, ready-made shoes. As he faces mounting debts and the loss of his shop, a chance encounter with Gilberta, a woman ostracized for her limp, sparks a new narrative.
The performance stands out with its engaging elements, such as breaking the fourth wall and improvising with audience participation. What's truly remarkable are the characters who quietly persist in their roles, delivering powerful messages of comfort and hope amidst the relentless changes of the era.

• Bill’s Shoe Repair Shop


• • Genre: Musical


• • Age Rating: 9 years and older


• • Duration: 80 minutes


• • Performance Schedule: March 20, 2021 – December 31, 2024 (Saturdays and Sundays at 2:00 pm); Performances will resume in March 2025.


• • Ticket Price: KRW 55,000 (All Seats)


• • Venue: Theater Soenaegol, 2F, 28 Danjae-ro, Sangdang-gu, Cheongju-si, Chungcheongbuk-do

A Journey to Cheongju to Recharge Your Artistic Spirit: Culture Factory & MMCA Cheongju

Exterior of the main building at Culture actory for Cheongju Craft Biennale

Gallery view at Korean Craft Museum, Cheongju

Cheongju is a city steeped in artistic tradition, home to crafts that embody the skill and spirit of artisans, such as handcrafted shoes. For over 30 years, the city has hosted the Cheongju Craft Biennale, a global celebration of craft artistry.
The Biennale’s main venue, the Culture Factory, is a vibrant cultural hub transformed from a former tobacco factory. When the Biennale is not in session, visitors can explore the Craft Studio on the 3rd floor, which showcases photographs from the building’s tobacco factory days alongside stunning works by artists who have participated in the Biennale.

A unique open-storage museum

Adjacent to the Culture Factory is the National Museum of Modern and Contemporary Art, Cheongju—Korea's first art museum dedicated to storing and conservating collections. Originally envisioned as a warehouse for art storage, the space was reimagined as an open-storage museum, reflecting various opinions. This museum allows the public to freely admire various artworks without the constraints of a single exhibition theme, making it a must-visit for art lovers.

• Korean Craft Museum Cheongju


• • Address: Culture Factory, 314 Sangdang-ro, Cheongwon-gu, Cheongju-si, Chungcheongbuk-do


• • Operating Hours: 10:00 am – 7:00 pm (Closed on Mondays)


• • Admission Fee: Free


• • Contact: +82-43-219-1800


• • Website: www.cjkcm.org


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• National Museum of Modern and Contemporary Art Cheongju (MMCA Cheongju)


• • Address: 314 Sangdang-ro, Cheongwon-gu, Cheongju-si, Chungcheongbuk-do


• • Operating Hours: 10:00 am – 6:00 pm (Last admission at 5:00 pm; Closed on Mondays)


• • Admission Fee: Free (Floors 1–4) / KRW 2,000 (5th Floor, Special Exhibition Hall)


• • Contact: +82-43-261-1400


• • Website: www.mmca.go.kr

Arirang is a cherished Korean folk song passed down through generations and recognized as a UNESCO Intangible Cultural Heritage of Humanity. While every Korean is familiar with the iconic refrain, 'Arirang arirang arariyo,' each region has its own unique melodies and lyrics, giving the song its diverse charm. Among these, Jeongseon Arirang is one of the most renowned, celebrated as one of 'The Three Major Arirangs' alongside Miryang Arirang and Jindo Arirang.

The musical ARI-The Spirit of Korea, combining Jeongseon Arirang with contemporary music (Courtesy of the Jeongseon Arirang Culture Foundation)

The musical ARI-The Spirit of Korea breathes new life into Jeongseon Arirang. This production has garnered international acclaim, winning the Best Physical Theatre Awards in the play and musical category at the 2023 Adelaide Fringe Festival in Australia and receiving rave reviews at the 2024 Edinburgh Festival Fringe, the world's largest arts event.
Set during the Joseon dynasty, ARI-The Spirit of Korea tells the poignant story of Sin Gi-mok, who journeyed to Hanyang to construct a royal palace, and his daughter, Ari. Through Ari's journey of searching for her father, who has squandered the family fortune in the city, the musical explores a spectrum of emotions, from joy to sorrow and everything in between. The highlight of the musical is the performance of Jeongseon Arirang. With each actor bringing their unique interpretation, the scene feels fresh and evocative every time. Paired with stunning stage design inspired by traditional Korean landscape paintings, the production leaves a profound and lasting impression.

• ARI-The Spirit of Korea


• • Genre: Musical


• • Age Rating: 7 years and older


• • Duration: 75 minutes


• • Performance Schedule: April 2, 2025 – November 27, 2025 (Performances on dates ending in 2 and 7)


• • Ticket Price: KRW 5,000 (Refundable with Jeongseon Arirang Gift Certificates)


• • Venue: Arirang Center (51 Aesan-ro, Jeongseon-eup, Jeongseon-gun, Gangwon-do)


• • Contact: +82-33-560-3017

Another Treasure of Jeongseon: The Five-Day Market & Jeongseon Arirang Market

Scenery of Jeongseon preserving the charm of a traditional marketplace

Delicious Susubukkumi (pan-fried millet rice cake) from Jeongseon Arirang Market

In the past, market day was a community festival, with quiet spaces transforming into bustling hubs of stalls selling grains, vegetables, and everyday necessities and bargaining. Also, lively performances naturally drew villagers into the festive rhythm.
Many of Korea's traditional permanent markets trace their roots to these local five-day markets, and Jeongseon Arirang Market is one that still preserves this nostalgic charm. On regular days, visitors can shop for various goods, including Gangwon-do specialties, at affordable prices.
However, during the five-day market (held on the 2nd, 7th, 17th, 22nd, and 27th) and every Saturday for the weekend market, you can enjoy vibrant food, entertainment, and a lively atmosphere. The ARI-The Spirit of Korea performance is held each five-day market day. Audience members receive a Jeongseon Arirang gift certificate, which is perfect for enjoying lower prices.

• Jeongseon Arirang Market


• • Address: 36 5iljang-gil, Jeongseon-eup, Jeongseon-gun, Gangwon-do


• • Operating Hours: 9:00 am – 6:00 pm (Hours may vary by store)


• • Contact: +82-33-563-6200

“What if my life stays this dull forever?” It’s a thought many of us have had at least once. Sometimes, we wonder, “Would my life change if someone could grant my wish?” The musical What If begins with these relatable questions and imaginings.

Fantasy romance musical What If

The story follows Ju-myeong, a quiet and passive individual who tolerates unfair treatment at work without complaint. One day, Eun-yu, a man of flawless appearance and talent, enters her life. Harboring a crush on Eun-yu, Ju-myeong turns to her co-worker Yu-sin for advice. Yu-sin, possessing a mysterious ability, offers to grant her five wishes.
Through the events that Ju-myeong experiences while making a wish, she learns to love herself and uncovers what true happiness means. What If is more than a simple romance—it’s a thought-provoking musical that encourages us to reflect on the life we truly want. With its relatable workplace setting and heartfelt storytelling, the production resonates deeply with audiences.

• What If-Jeonju


• • Genre: Musical


• • Age Rating: 12 years and older


• • Duration: 100 minutes


• • Performance Schedule: November 8, 2024 – December 25, 2024


• • Ticket Price: KRW 40,000 (All Seats)


• • Venue: Hanhaerang Art Hall, Jeonju (3F, Dolpin Building, 13 Hongsanjungang-ro, Wansan-gu, Jeonju-si, Jeonbuk-do)


• • Contact: +82-1644-4356

A Romantic Journey to Jeonju Where Love Blooms: Jeonju Hanok Village & Seohakdong Art Village

A panoramic view of Jeonju Hanok Village from the Omokdae Historic Site

After falling for the romantic tale of What If, it's time to create your own love story. Jeonju Hanok Village and Seohakdong Art Village offer the perfect blend of history and art, making them ideal destinations for a special date.
As Korea's most iconic hanok village, Jeonju Hanok Village is a captivating place where the past and present coexist in a timeless setting. Explore historical treasures such as Gyeonggijeon Shrine, which honors the legacy of the Joseon dynasty, Jeonjusago National History Archive, once home to the Annals of the Joseon dynasty, and the picturesque Jeondong Catholic Cathedral, a popular photo spot with its unique architecture. Also, the breathtaking night view of Hanok Village from the Omokdae Historic Site is a must-see.

Seohak Art Village Library, repurposed from a former medical facility

A mural in front of Seohak-dong Gallery, the icon of Seohak-dong Art Village

Featured as a filming location for the drama Twenty-Five, Twenty-One, Seohakdong Art Village began attracting artists in 2010 and has since blossomed into a vibrant art community. Spend your day reading at the Seohak Art Village Library, a cozy book café, or admiring the works displayed at the Seohakdong Gallery, a hanok-style gallery. Strolling through the village to discover charming cafés, workshops, and galleries is also a great way to immerse yourself in its creative atmosphere.

• Jeonju Hanok Village


• • Address: 99 Girin-daero, Wansan-gu, Jeonju-si, Jeonbuk-do (Hanok Village Tourist Information Center)


• • Operating Hours: Open year-round


• • Contact: +82-63-282-1330


• • Website: https://hanok.jeonju.go.kr


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• Seohakdong Art Village


• • Address: 12-1 Seohak-ro, Wansan-gu, Jeonju-si, Jeonbuk-do (Seohak Art Village Library)


• • Operating Hours: Open year-round


• • Contact: +82-63-714-3528 (Seohak Art Village Library)