A Study on Storytelling Marketing of Intangible Cultural Heritages in Korea - Focused on ‘Pimatgol Story -

The article is organized as follows. The first section clarifies research questions, the purpose of the study and the methodology used when researching cultural properties \& storytelling marketing of intangible cultural heritages in Korea. The Pimatgol’s DNAs are liberated areas of the nation, cooked rice served in soup, a broth to chase a hangover,makgeolli, so forth. The second section deals with methods of study, the literature review consisting of previous research, the author’s previous research and the theoretical background of cultural heritage’s storytelling marketing.The third section presents select storytelling marketing cases about our regional cultural heritage as well as some foreign cases. The fourth section provides a few examples and cases of cultural heritage about government officials, the ‘Pimatgol’peddler, the story of Chunbo and Okseom and the idea for fostering storytelling marketing. The last section concluded the study. The findings support the importance of understanding the characteristics and differences of cultural heritage \& storytelling marketing because if the stories are well told, the cultural heritages will be successfully promoted.