Uiryeong Rich Rich Festival
🗓️ 2026.10.02 ~ 2026.10.05
The Uiryeong Rich Rich Festival is an autumn event centered on the “wealth energy” of Sotbawi (Pot Rock), one of Uiryeong’s most recognizable landmarks. Sotbawi stands in the middle of the Namgang River, and a legend passed down for generations holds that “a great wealthy person will be born within a radius of 20 ri centered around Sotbawi.” That story carries unusual weight in this region: the founders of Samsung, LG, and Hyosung were all born here, lending the legend a historical track record.
Uiryeong-gun has hosted the festival since 2022 to introduce these local stories to more people and share Sotbawi’s positive energy with tourists. The 2026 edition marks the 5th anniversary of the event. Across four days in early October, visitors can enjoy experiences, performances, and family programs built around the landmark’s wealth energy.
Programs
Main Programs
- Rich Golden Time Concert — the festival’s headline performance
- Rich Rich Money Play — a hands-on, money-themed experience
- Rich Perfume Class — a session for creating your own fragrance
Side Programs
- Rich KidZania Job Experience Exhibition — a job experience program for children
- Rich Arcade — arcade games
- Rich Athletic Meet — a friendly sports competition
- Rich Boating — a boating experience
- Rich Waterway Tour — a tour along the waterways
- Teenieping Sing-along Show — a sing-along performance for young children
Consumer Participation Program
- Rich Lottery
Visitor Information
📍 Address: 44 Uibyeong-ro 8-gil, Uiryeong-eup, Uiryeong-gun, Gyeongsangnam-do
🛏️ Accommodation near the event
💰 Fee: Free (Some programs are paid)
📞 Inquiry: 055-570-2510
⭐️ Instagram: https://www.instagram.com/here_ur_tour
🖥️ Website: https://www.richrichfestival.com/
What is Sotbawi?
Sotbawi is a cow-shaped granite rock formation in Uiryeong, and in 2026 it is the main site of the Uiryeong Rich Rich Festival. The name is straightforward: in Korean, so means “cow” and bawi means “rock.” Combined, they mean “Cow Rock.” The formation has been known locally for a long time, and the reason has less to do with its shape than with the story attached to it.
The most common version of that story involves a heavenly cow that came down to help a village whose harvests were failing. The cow worked with the farmers in the fields, and over time the village became prosperous. When it was time for the cow to return to the heavens, it left its form behind as the rock that now sits in Uiryeong. After that, the rock was treated as a reminder of that intervention. Residents have visited it to pray for good harvests, financial luck, and the safety of their families.
Sotbawi plays a direct role in the 2026 festival. A path leads up to the rock, and visitors can walk it, make a wish, and take part in the rituals that have accumulated around the site. It is not a display piece or an opening act; it is the reason the festival has a location. For a first-time visitor, starting there makes sense because the rest of the festival draws on the same story: a cow worked, the land produced, and the rock remains as a reminder of both.
