Some leaders do not need to stand on a podium to spread their influence. Their simplicity, sincerity, and deeply rooted vision speak volumes. Ms. Kim Bo Ra – Mayor of Anseong City, Republic of Korea – is such leader.
Ms. Kim Bo Ra – Mayor of Anseong City, Republic of Korea
I met her at the 2025 World Journalists Conference. Without ornate language or flowery speeches, her account of Anseong painted a vivid picture of a city that is rapidly transforming, yet managing to retain its soul. That soul belongs to the craftsmen, to the old Joseon-era markets, to the rhythm of the Pungmul folk drums – once heard on many international stages – and also to a future semiconductor hub.
A balanced - well-fitting - and profound approach to development
Two extremes are common in the development strategies of many localities today: either overr-reliance on traditional identity and falling behind, or a rush to modernize and losing the cultural soul. What struck me was Anseong’s choice to follow a different path – what the city’s leader refers to as “machum” – a Korean word meaning “just right, a perfect fit, simple and precise”.
Anseong is not a large city. With a population of just over 200,000, it boasts more than 30 industrial parks, plays a role in Korea’s semiconductor supply chain, and is attracting major investment from high-tech sectors such as EV batteries. Yet what makes this city stand out is not merely the economic figures - but the way those figures are set in the local cultural context.
With simplicity and confidence, Mayor Kim Bo Ra introduces her city.
In her presentation, I saw how confidently Anseong embraced its past and positioned itself as one of the three major traditional markets during the Joseon Dynasty. The name “Anseong Machum” is not just an agricultural brand – it has become a development philosophy: even as the city becomes more high-tech and going global, it does not give up its local identity.
Pungmul performance – not just art, but a cultural statement
At this conference, international journalists, including myself, had the chance to attend a performance by the Anseong Baudeogi Pungmul Band – one of South Korea’s leading traditional folk ensembles.
The janggu drums resounded, accompanied by cymbals and clappers, as tassel-topped hats spun in the air with every dance step. The crowd erupted with awe as the Eoreum tightrope walker appeared, combining storytelling, humor, fan dancing, and balance at a height of over three meters. Their grace and daring held the audience in breathless suspense and elicited spontaneous laughter.
A traditional performance that brings Anseong culture to the world.
International journalists pose with the traditional performing troupe.
There were no extravagant stage effects. No need for 3D lighting. What lingered after the performance was a genuine emotional connection – and the clear realization that traditional culture, when cultivated properly, can become a powerful form of soft power.
Notably, these performances are not limited to local festivals. The Pungmul troupe has performed in the United States, Belgium, and China – serving as a cultural diplomacy team. The annual Namsadang Baudeogi Festival – a flagship cultural event of Anseong – has also been recognized as one of the top 100 K-Culture tourism events and is supported by the Korean Ministry of Culture as a national cultural brand.
Traditional carving – preserving soul in every detail
Along with drums and festivals, traditional crafts are an inseparable part of Anseong’s soul. The city is famous for its artisan villages in bronze, wood, and stone carving, where craftspeople continue to meticulously etch classical motifs into bells, calligraphy boxes, figurines, and ceremonial or artistic items.
The author experiences the silver engraving craft in Anseong.
In an era of automation, the artisan’s hand remains a standard of precision and the embodiment of Machum, proving that traditional values can thrive when placed in the right context.
Not glorifying, just seeing clearly
I realize that no city is perfect. Anseong is still developing, and may not have the economic dynamism of a large urban center. But what is worth learning from this city is not its scale, but its direction.
This city may not be extraordinarily wealthy, but it invests in depth by preserving craftsmanship, honoring local identity, and building a brand rooted in local character. The way Anseong integrates industrial infrastructure with traditional culture doesn’t dazzle, but it is compelling.
As someone working in broadcasting and developing cultural-educational content , I believe this is a model many Asian localities can learn from. Not to copy, but to understand how to define their own identity and develop from that there.
Anseong has chosen to preserve the sound of the drums, the performance ropes, the sweat of the artisans – and let them go with the flow of technology. It is not an easy choice, nor a short-term one. But if seen through to the end, it could be a choice that ensures sustainability – for the economy, for the culture, and for the community.
