Chonkangseu, rural getaways, are popular among younger Koreans seeking ways to rest and relax. (Photo courtesy of ImageToday)

Would you like to swap bustling cityscapes for rolling rice paddies, replace traffic noise with the gentle rustle of wind through fields? In Korea, young city dwellers used to journey out into the countryside as part of nonghwal, short for nongchon bongsa hwaldong (volunteer activities in rural areas). Now, they visit there on their own or in small groups for trendy vacations. Where university student volunteers in the 1970s were brought out to work for needy farmers at harvest time, young Koreans today are taking breaks from their hectic city lives just to find peace of mind. Trips to idyllic Korean landscapes have been transformed in a way that blends tradition with modern leisure.

While rural visits in the past were primarily volunteer oriented, young Koreans are increasingly visiting the countryside for leisure and enjoyment today. The term chonkangseu, a combination of nongchon (rural area) and bakangseu (vacation), reflects this trend. With variety shows and social media influencers showcasing the serene beauty of rural areas and the unique experiences offered there, the popularity of chonkangseu has started to spread beyond the MZ generation (millennials and Gen Z).

Chonkangseu activities like nonmeong and batmeong, zoning out while staring at non (rice paddies) and bat (fields), provide a meditative experience that ties into the growing trend of seeking mental and emotional well-being. This form of rural tourism aligns with the broader quest for “healing” that is popular among modern travelers.

To the MZ generation, a chonkangseu is a way to rest and engage in new types of leisure activities. (Photo courtesy of ImageToday)

Various rural programs and experiential villages have been developed to provide tourists adventures, relaxation and cultural immersions that cater to their diverse interests. In these experiential villages, they can participate in traditional farming activities, learn about local culture and enjoy rural hospitality. For example, in Hongcheon-gun County, Gangwon-do Province, the Ministry of the Interior and Safety supports a project called Aram Village in Seoseok-myeon. It blends farm-life experiences with modern amenities, making it a perfect spot for young tourists.

Healing tours help people recuperate through nature-focused experiences. These tours often include forest walks, meditation sessions and opportunities to engage with rural environments in a meaningful way. The city of Iksan in Jeollabuk-do has been promoting rural tourism with various programs that highlight the region’s agricultural heritage and natural beauty. These initiatives aim to attract tourists by offering unique local experiences and fostering a connection with rural lifestyles.

A person enjoying a chonkangseu (Photo courtesy of Kim Byeong-gu, hongcomm.)

The Korean government has implemented several measures to support and promote rural tourism, recognizing its potential for economic growth and cultural preservation. Key initiatives seek to boost rural economies through tourism. As a result, deregulation has made it easier to operate guesthouses and serve meals in provincial areas. Additionally, the government has introduced innovative programs like “workations” that encourage professionals to work remotely from rural areas, thus combining productivity with rural experiences. The goal is to revitalize rural communities, promote sustainable tourism and offer visitors unique, immersive experiences in Korea’s countryside.

The evolution of rural excursions in Korea reflects broader societal changes. Connecting urban residents with rural communities remains the goal, but the methods and motivations have become richer and more varied for all involved.