"Culture Day," a government program that offered cultural events and discounts on the last Wednesday of every month, has been expanded to every Wednesday starting this month under the new name "Culture Wednesday." Movie theater discounts, one of the program's most popular benefits, will be offered twice a month instead of once, though at a reduced discount rate.
According to the Ministry of Culture, Sports and Tourism (MCST) on Tuesday, diverse cultural events will be held every Wednesday across the country beginning in April. The ministry plans to significantly increase programs tailored for culturally underserved areas such as rural and fishing communities, operating approximately 450 events annually. Performances and other cultural activities will be held at traditional markets including Gapyeong Jatgoeul Market and Gurye Five-Day Market, as well as culturally underserved areas such as Ttureu Culture and Arts Street in Cheorwon County, Gangwon Province, and Hwangji Pond in Taebaek City. The initiative aims to bridge cultural access gaps between regions and promote mutual prosperity.
Major cities will also host a variety of cultural events. Seoul's Gwanak District will hold an "Art Bus" classical music concert for culturally underserved groups at Underground Gwanak, a multi-purpose cultural space in an underground walkway. Incheon's Namdong District will stage cultural and arts performances tied to the 80th anniversary of the Incheon Metropolitan Museum. A "2026 Regional Arts Group Golden Lobby Concert" will take place in the lobby of Gwangju Metropolitan City Hall, while Sancheong County in South Gyeongsang Province will hold street parades, exhibitions, and hands-on experience programs reflecting local character.
However, some programs will not take effect until May due to the significant changes required in discount systems. Movie theater benefits are a prime example. Major theater chains including CGV and Megabox will expand their discount offerings from once a month to twice a month starting in May. Adults can watch movies for 10,000 won and teenagers for 8,000 won on the second and last Wednesdays of each month between 5 p.m. and 9 p.m. Previously, adult movie tickets normally priced at 15,000 won on weekdays were offered at 7,000 won once a month.
Expanded access to cultural heritage sites such as Gyeongbokgung Palace will also be phased in starting May. The ministry said it would take a gradual approach, considering on-site conditions including a surge in visitors following BTS concerts held at the palace.
Culture Day, introduced in 2014, has been widely credited with boosting consumption in cultural sectors including film and performing arts. However, growing criticism that once-a-month events were insufficient for citizens to fully enjoy culture in their daily lives prompted the expansion from the last Wednesday of each month to every Wednesday.
