Gangnam in southern Seoul has been one of the South Korean capital's hottest attractions for years... and it really comes alive at night.
To further boost the international image of the district made world famous by singer 'Psy', an annual cultural festival is being held over the next several days.
Our Eum Ji-young when to check out the opening ceremony... and filed this report.
The 2019 Gangnam Festival officially kicked off on Thursday.
The crowd at the opening ceremony numbered more than 2,000 and they were treated to entertainment by K-pop bands, singers, choirs and even a fireworks show.
"I saw good very nice performances and the topic is Gangnam Festival and it's about history of Gangnam, about the lifestyle of Gangnam, so they did that performance depicting how dynamic their life is in Gangnam."
The festival runs through October 6th, with various programs for visitors to enjoy.
This year's Gangnam Festival includes a range of concerts from K-pop to classical music, as well as street parades, fashion shows and other activities taking place across Gangnam-gu District.
The head of the Gangnam-gu district office said they will show the world the excellence of Gangnam through the festival and use it as a springboard to attract 10 million visitors to the district.
"The concept is the 'whole district being the stage.' We are offering visitors 35 different programs. The festival is big and we'll see around two-and-a-half thousand people take to the stage. It's also an interactive festival where people from the district come and perform together."
The festival's director said things that Gangnam should be proud of, such as beauty and Information Technology, will be displayed at various exhibitions, including G-culture Festa.
"The theme is 'Sensation, Gangnam' which means this year's festival also portrays things you may not have known about the district. For instance, during last year's event, the fashion show was held by a famous designer, but this year, it will be held by amateur designers building their careers in Gangnam."
The festival also features a series of cultural showcases like musicals and operas, where the visitors can appreciate more high-brow art.
Eum Ji-young Arirang News.
