One of the magazines I read is Korea Magazine, published by the Korean Ministry of Sports, Culture, and Tourism.[^1]. Yesterday I was reading the July 2025 issue[^2] and I encountered an interesting article which reminded me of the quote which I used as the title for this post.[^3]
You know how towns have festivals highlighting whatever product the town is famous for? You know: Crawfish festival, potato festival, mullet festival, and so on. Well, apparently the South Korean town of Boryeong is famous for their mud, to the point that they have a festival for it.
Once you get past the oddity of having a festival about mud, it's actually a good story that other places[^4] could benefit from: Boryeong was previously a coal-mining town, then when the mines closed in the early 1990s, they needed some other product to give the town a reason to exist. They discovered that the mud in the flats around the town was rich in bentonite and germanium, both of which are apparently beneficial for the skin, and so Boryeong went into the mud business. And now the mud festival, originally organized to promote the mud business, has become big enough to become an industry of its own, with mud-based entertainment opportunities, live music, and Korean music shows coming out to film episodes at the festival. The mud festival is now big enough to attract international visitors to Boryeong, most of whom would almost certainly not have even heard of Boryeong without the festival, much less have gone there. "Famous for our mud," indeed.
[^1] It used to be a free paper magazine, but now it's strictly an e-magazine.
[^2] I read a lot of magazines, but except for The Nation I don't read any of them in anything like a timely manner.
[^3] For those of you who don't recognize it, it's from My Cousin Vinny, which I highly recommend if you haven't watched it yet.
[^4] I'm looking at you, West Virginia.