Context : 

My informant is an adult female who works as a photographer in Korea. She specializes in taking photos and filming festivals around Korea and has been working in the photography industry for 7 years. Here, she is describing the Gulbi Festival of the Yeonggwang area of South Korea. She attended this festival several years ago and he is identified as Y in the dialogue. This piece was collected over a phone call in Korean and was later translated into English. 

Y : This festival is not considered as one of the most famous festivals in Korea. However, the Yeonggwang area has been known for their gulbi (dried yellow corvina) for a very long time as the city developed it as their mascot and special regional product. During the festival, they would hold events such as storytelling behind the development of gulbi business of Yeonggwang, food tasting event that has gulbi in it, gulbi cooking activity, and more. They would also call local traditional music performance companies and hold performances. 

Analysis :

I think this festival is an example of folk marketing. While the city is well known for their dried yellow corvina, the city chose to step up from that and connect it with the local folklores and make a festival out of it. This is a marketing strategy that benefits all people who are involved in the festival; the fisherman can sell more fish, the city council can make more money from the festival and make the local area known to the public, local folklore storytellers can spread the local folktales to the audience (passive bearers) and people who attend the festival can buy local goods in a cheaper price.