South Korean pop music has become a huge phenomenon across Asia, and the country's films are also gaining prominence thanks to its annual festival line-up.
The Busan International Film Festival is receiving increasing attention, showing that the South Korean government understands how to raise the profile of its lesser-known cities through such events.
Sci-fi/horror fans are catered for at the Puchon International Fantastic Film Festival, while those into music say the Jecheon International Music and Film Festival is not to be missed.
Jecheon, in Chungcheong province, is only two hours from Seoul's Cheongryangri train station. Jecheon is a typical small town, known for its beautiful Cheongpung Lake. Seeing its potential, the provincial government linked entertainment and tourism with the music and film festival.
Now in its seventh year, about 130 films related to music were presented at this year's event. The opening ceremony on August 11 was held on an outdoor stage beside Cheongpung Lake, with jazz performances and an address from festival director Oh Dong-jin. Even an unseasonal downpour didn't mar the opening night screening of The Music Never Stopped, with volunteers handing out raincoats to the audience.
Oh is optimistic about the event's future. 'I was really touched by the audience and I was so worried they would leave because of the rain. Jecheon is a small town and there are not enough cinemas. We are now negotiating with the provincial government and are planning to transform a container into a theatre. The container theatre should be a permanent tourist attraction.'