2026 National Heritage Media Art in Iksan Draws 37,000 Visitors in Six Days, Driven by Online Buzz

The '2026 National Heritage Media Art Mireuksa Temple Site, Iksan', hosted at the UNESCO World Heritage-listed Mireuksa Temple Site, Iksan, has surged in popularity, drawing approximately 37,000 visitors within just six days of its opening. With its massive scale that rivals movie theater screens and a vibrant display of the history of the Baekje Kingdom, the event has successfully translated significant online interest into a major surge in physical tourism.

37,000 Visitors in Six Days: A Display of Immense Scale

The '2026 National Heritage Media Art' held at Mireuksa Temple Site, Iksan recorded 37,000 visitors by the 9th, just six days after its opening, according to Iksan-si on the 10th. Hosted by the Korea Heritage Service and organized by the Korea Heritage Agency, the event illuminates the night sky over the Mireuksa Temple Site, Iksan, showcasing an scale that exceeds standard cinema screens.

Under the theme 'Time of the Royal Capital: When the Light-Filled Kingdom Awakens,' this media art project utilizes the unique 'three-pagoda, three-golden-hall' layout of the Mireuksa Temple Site to illustrate the past, present, and future of the Baekje Kingdom through light. Notably, a 30-meter-tall light projection of a wooden pagoda is cast into the 100-meter space between the East and West pagodas, transforming the entire heritage site into a massive stage. The display exceeds the width of the IMAX screen at Yongsan in Seoul—the largest in the country—by more than three times.

From 'Iksan Odyssey' Online Hype to Real-World Visits

The event's success was significantly fueled by online buzz that originated from the popular YouTube channel 'Pungyangjung.' The content, which captured a journey to Iksan using only a map and no navigation, surpassed 25 million cumulative views. It became widely known among netizens as the 'Iksan Odyssey,' a moniker referencing blockbuster films.

Iksan-si leveraged this viral interest by actively promoting the event through official Instagram, blog, and YouTube channels, featuring 'Iksan Odyssey' parody shorts. This digital outreach successfully funneled online curiosity to the actual UNESCO World Heritage site. Real-time sharing of photos and short-form videos by visitors at the media art venue has further accelerated the influx of tourists from across the country.

The 1,400-Year-Old Breath of the Baekje Kingdom Revived in Light

The event's signature content, 'Reborn: The Return of the Wooden Pagoda,' utilizes large-scale, high-definition LED and 3D projection technology to majestically recreate the historic wooden pagoda in the night sky. The sight of the grand royal capital, founded 1,400 years ago by King Mu of Baekje, coming back to life in light on an autumn night offers visitors a profound and immersive experience.

Park Seong-il, Head of the Cultural Heritage Division at Iksan-si, stated, "The heightened interest in Iksan is translating naturally into evening visits to the Mireuksa Temple Site. We hope visitors will feel the breath of the 1,400-year-old Baekje capital through the brilliant light display, which is three times the size of an Yongsan IMAX screen, extending far beyond the confines of a movie theater."

Event Schedule and Visitor Information

The '2026 National Heritage Media Art Mireuksa Temple Site, Iksan' runs daily from 7:30 PM to 9:30 PM at the Mireuksa Temple Site until September 27th. The main media art show is screened four times daily at 30-minute intervals, starting at 7:30 PM, with the final show at 9:00 PM.

Admission to the media art event is free, and parking at the Mireuksa Temple Site is also free of charge. Shuttle buses are available on weekends for visitor convenience. On Fridays, Saturdays, and Sundays, the event features flea markets and food trucks, offering a variety of entertainment. Additionally, visitors can enjoy free craft workshops (such as sarira reliquary and traditional hat key-ring making) from 5:00 PM and busking performances from 6:00 PM on weekends.

The Mireuksa Temple Site is located at 32-7 Giyang-ri, Geumma-myeon, Iksan-si, Jeollabuk-do. Visitors can reach the site by taking local buses (No. 41, 41-1) from Iksan Station, or by taking a direct bus to Geumma from the Jeonju Intercity Bus Terminal and transferring to a local bus or taxi.