South Korean President Lee Jae-myung and Japanese Prime Minister Takai attended the traditional Seonyu-julbul-nori fireworks display in Andong on Saturday [1].

The joint appearance signals a diplomatic effort to use cultural heritage as a bridge for bilateral relations and regional economic growth.

The leaders viewed the event from Bu-yongdae, a cliff overlooking the historic Hahoe Village in North Gyeongsang Province [1, 2]. During the visit, they discussed the necessity of creating tourism products that preserve and showcase local cultural identity [1, 2].

The Seonyu-julbul-nori tradition is estimated to have begun in the late 19th century [1]. The event serves as a model for how regional characteristics can be leveraged to attract international interest. Organizers expected this year's display to attract 4,000 visitors [1].

President Lee and Prime Minister Takai said that developing tourism based on regional cultural characteristics is essential for sustainable growth [1, 2]. The leaders said that preserving unique local traditions helps maintain a distinct cultural identity, and promotes the area to a global audience [1, 2].

The visit highlighted the aesthetic and historical value of the Hahoe Village area. By focusing on these traditional displays, the two leaders aimed to illustrate how cultural preservation can coexist with modern tourism development [1, 2].

“The leaders called for development of tourism products that highlight regional cultural characteristics.”

The high-profile attendance of both the South Korean president and the Japanese prime minister at a regional cultural event suggests a strategic shift toward 'soft power' diplomacy. By focusing on shared interests in cultural preservation and tourism, the two nations are attempting to stabilize diplomatic ties through non-political, heritage-based cooperation.