South Korea's theater district is embracing cutting-edge technology to welcome international visitors with the launch of AI-powered subtitle glasses during the 2025 Welcome Daehakro Festival. The ninth edition of this premier performance tourism event will run from Friday through November 2, spanning multiple iconic venues including Daehangno, the National Museum of Korea, and Myeongdong, celebrating the country's dynamic and diverse performance culture.
The festival's centerpiece, "Welcome Theatre," will present an impressive lineup of 47 performances designed to showcase Korea's rich artistic heritage. The programming includes internationally acclaimed non-verbal productions such as "Painters" and "Jump," which have gained global recognition for their universal appeal, alongside traditional musicals, dramatic plays, and authentic Korean traditional arts. International visitors can take advantage of special discounts available through the Interpark Global booking platform, making these world-class performances more accessible to tourists.
A groundbreaking addition to this year's festival is the introduction of "Welcome Fringe," a completely free outdoor performance showcase taking place at the National Museum of Korea during the weekend. This special program will feature extraordinary highlights including the UNESCO-listed Imsil Pilbong Nongak, a traditional Korean percussion performance that represents centuries of cultural heritage. Audiences will also experience "1457, The Boy at Rest," which has received critical acclaim, and the traditional masked dance-drama "Gangneung Gwanno Gamyeongeuk," offering visitors authentic glimpses into Korea's theatrical traditions.
The festival's most innovative feature, "Smart Theater," represents a technological breakthrough in performance accessibility. This revolutionary system utilizes artificial intelligence to translate performance scripts in real-time and display foreign language subtitles through specially designed subtitle glasses. Operating throughout October, this technology will enable foreign tourists to fully enjoy Korean performances in their native languages, breaking down language barriers that have traditionally limited international audiences' theater experiences.
To further enhance accessibility for international visitors, festival organizers are offering substantial ticket discounts of up to 80 percent, making high-quality Korean performances affordable for tourists from around the world. This significant price reduction demonstrates the organizers' commitment to promoting Korean culture and attracting global audiences to experience the country's vibrant performance scene.
The festival will officially commence on Friday with the Performance Tourism Market at Lotte Hotel in Seoul, bringing together 170 industry professionals from across the entertainment and tourism sectors. This gathering will serve as a platform for discussing the future direction of performance-based tourism and exploring innovative strategies to enhance Korea's position as a leading cultural destination.
"This year's Welcome Daehakro Festival aims to significantly enhance the convenience for foreign tourists through new initiatives like 'Welcome Fringe' and 'Smart Theater,' while expanding regional performances to broaden the foundation of K-performance tourism," stated an official from the Korea Tourism Organization, the festival's organizing body. "We will continue to actively support the growth of performance tourism so that it can become a core component of K-culture," the representative added, emphasizing the organization's long-term vision for establishing Korea as a premier destination for cultural tourism.
