Abstract
This study examines the global attention on the 'Yeongju Daejanggan Homi' from Amazon, exploring content development in Yeongju, Gyeongbuk, with the traditional Korean farming tool, the hoe. Analyzing homi popularity, ‘Homis in BTS rap lyrics, the first lady's hoe diplomacy, and collaborations with Petite Hoe, the study assesses Yeongju's content potential. It designs a gardening festival and explores creating a gardening hoe set. Renowned as the birthplace of “Putgut” or hoe washing, Yeongju's cultural significance is reinterpreted, designed a global trends-aligned gardening festival. The study aims to enhance the 'Yeongju Daejanggan Homi' set and create a home gardening hoe set combining excellence, functionality, and aesthetics, contributing to regional development. This exploratory study is significant in that it reevaluates the value of traditional Korean farming tools and seeks ways to contribute to regional development in a modern context.
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