Geumsan, located in Chungcheongnam-do, South Korea, is the country’s largest ginseng-producing region. Every autumn (September to November), the Geumsan International Ginseng Market and Geumsan Susam Center bustle with merchants and visitors during the ginseng harvest season. The area is renowned for its large-scale markets dealing in ginseng, red ginseng, and various medicinal herbs, as well as restaurants specializing in ginseng-based dishes. Ginseng holds high medicinal value in Korea and is considered top quality when cultivated for over six years. Geumsan ginseng is highly regarded both domestically and internationally for its traditional cultivation methods and superior quality.
Geumsan stands alongside Paju, Ganghwa, and Punggi as a major ginseng-producing region in Korea. The Geumsan International Ginseng Market, operating since 1986, is the nation’s largest wholesale ginseng market. In 2018, the Food and Agriculture Organization (FAO) designated Geumsan’s traditional ginseng farming as a Globally Important Agricultural Heritage System (GIAHS), recognizing its international value. Geumsan ginseng contains 2–3 times more saponins than ginseng from other regions, making it especially potent. Visitors can purchase a variety of ginseng products, from 4-year-old to 6-year-old roots, as well as processed goods like red ginseng and black ginseng.
Geumsan offers a wide range of ginseng-based dishes, including the popular samgyetang (ginseng chicken soup), ginseng tempura, and ginseng fish porridge. Local restaurants such as Geumsan Wonjo Kim Jeong-i Samgyetang and Jeogok Restaurant serve unique menus featuring generous amounts of ginseng. The Geumsan Ginseng Museum provides insights into the history, benefits, cultivation process, and culinary uses of ginseng, offering visitors a comprehensive cultural experience. Information and menus are available in Korean, English, Japanese, and Chinese, making the area accessible to international tourists.
Every July, the Geumsan Samgyetang Festival takes place, followed by the Geumsan World Ginseng Festival in October, featuring ginseng harvesting experiences, traditional games, food tastings, and international trade fairs. The World Ginseng Festival celebrates a legend dating back 1,500 years and has grown into a major event blending tradition and modernity. These festivals and experiences promote the excellence of Geumsan ginseng both domestically and globally, significantly contributing to the local economy. Geumsan is expected to continue thriving as a hub for the ginseng industry and tourism.
The Geumsan ginseng industry exemplifies the successful integration of traditional agriculture, modern distribution, and tourism. FAO’s GIAHS designation highlights the international recognition of Geumsan’s eco-friendly farming and community-based knowledge. Diverse ginseng dishes, hands-on experiences, and festivals align with global trends in health foods and wellness tourism, enhancing the brand value of Korean ginseng worldwide. Going forward, leveraging digital platforms for distribution and developing experiential tourism products will further accelerate the globalization of Geumsan ginseng.