The Dong River flows along the limestone cliffs of Jeongseon County, Gangwon Province, a wildlife habitat to the pasqueflower species, which is native to the region, Tuesday. Korea Times photo by Lee Hae-rin

JEONGSEON, Gangwon Province — For most springtime picnickers, the flowers that come to mind when thinking of a spring festival are cherry blossoms, tulips and roses. However, deep in the Taebaek Mountain Range of Gangwon Province, people celebrate spring in Jeongseon County with one of the least expected: the pasqueflower.

Dubbed "halmiggot" (granny flower) in Korean, the Korean pasqueflower is a perennial plant with soft, white hairs covering its bell-shaped bud and a curved stem that points toward the ground.

The flower was named for its resemblance to an old lady and represents nostalgia and sadness in floral symbolism. According to old legends, it first appeared on the grave of a loving grandmother who died before spring, yearning for her granddaughters who had gone far away to get married.

However, unlike most pasqueflowers found in sunny areas, the ones in Jeongseon, native and endemic to the region, grow on barren rocky cliffs, with their buds held straight and high.

"The flower holds its head up high and blooms toward the sky, just like the people of Jeongseon who have endured unfavorable conditions and taken root through difficult times," said Seo Duck-woong, a Jeongseon-based cultural expert and founding member of the resident-led pasqueflower conservation committee.

Dong River pasqueflowers bloom through cracks in boulders along a riverbank in Jeongseon County, Gangwon Province, Tuesday. Korea Times photo by Lee Hae-rin

Also known as the birthplace of the Korean traditional folk song "Arirang," Jeongseon is characterized by rough, steep mountains covering most of its land and the Dong River flowing around it. Naturally, people have lived by farming the lower slopes and riverside basin.

During Korea's economic development in the 1960s, the county became one of the largest coal producers and grew into a vibrant city with a population of over 130,000. However, the region declined with the coal phaseout in the late 1980s, leaving only a quarter of the population from its peak.

That's when the Dong River pasqueflower became known to the world.

"In the spring of 1997, plant photographer Kim Jung-myung discovered the flower while taking photos in the Dong River and first published its existence through a wildflower photo calendar the next year," Seo said.

"So, Dr. Lee Young-no of the Korea Botanical Research Institute found that the flower is only found in Korea, specifically in a small portion of the Dong River area. So the flower was officially announced in the world's academia and earned a scientific name after its habitat, Pulsatilla tongkangensis."

It was around that time that the flower became a symbol for environmental groups and residents who strongly opposed a government plan to build a dam on the Dong River, giving them a significant boost in their efforts.

The construction plan for the Dong River Dam was scrapped in June 2000, thanks to the native flower unique to the area. It helped protect the limestone habitat, with its rich biodiversity, and safeguarded the livelihoods of the local people.

Jeongseon residents hold a rally in central Seoul, in this photo from Nov. 8, 2000, to protest a government plan to build the Dong River Dam that would submerge their homes. Korea Times file

The Dong River pasqueflower now faces yet another crisis following that victory.

As traffic and transportation infrastructure to Gangwon Province improved and digital cameras became more prevalent with technological advancements, photographers flocked to the pasqueflower habitat, causing severe damage.

"Many would remove and even pull out all the brown stems and leaves to take pictures of the flowers. Some people even sprayed water and spread honey on the flowers to add vitality and attract bees to make what they thought was a good picture, when after all, the real beauty of a wildflower lies in its natural way of being," Seo said.

While human impact led to a sharp decline in the native flower population and brought it to the brink of extinction, natural disasters also took a toll. Typhoons Rusa and Maemi caused widespread flooding, landslides and deadly damage to the species in August 2002 and September 2003.

In those times of crisis, a group of villagers decided to take action and work together to preserve the native flower.

The Dong River pasqueflower preservation committee was formed under the leadership of the villagers in 2005. Since then, the group has been raising and supplying thousands of the flower's seedlings to prevent its extinction, and campaigning for the indigenous plant.

In 2008, the pasqueflower was designated as the county's symbol, replacing azaleas, which had represented the region for decades.

"The flower, which grows on the rocky walls of the river basin, represents the firm will and passion for the future of the people of Jeongseon, who do not yield or lose their strength in the face of all kinds of adversities such as rough natural environments," the county office said at the time.

The Gangwon Provincial Government also joined efforts to preserve the ecosystem around the Dong River.

In 2001, the province declared a restoration year for parts of the Dong River every two to three years. The plan aims to control access to the valley until June, allowing animals and plants in the river habitat to thrive and grow.

Photographers take pictures of pasqueflowers that blossom between riverside rocks in Jeongseon, Gangwon Province, Tuesday. Korea Times photo by Lee Hae-rin

Today, Jeongseon villagers celebrate spring by holding an annual festival dedicated to the native flower, and this year marks the event's 19th anniversary.

This year's festival, co-organized by the municipality and the Dong River pasqueflower preservation committee, was held for three days from March 21 to 23, drawing more than 7,000 visitors to the aging county with a population of only 33,000.

Seo explained that in the early years of the festival, visitors consisted mainly of locals and municipality officials, but nowadays, many tourists, especially those coming in groups, come from all over the country.

The festival features various exhibitions and campaigns regarding the wildflower as well as food markets, games and workshops that people of all ages can enjoy.

The highlight of the festival was the Senior Fashion Show, in which older villagers came dressed in self-made clothes inspired by the pasqueflower and walked the outdoor runway as models.

Some 40 contestants participated in the fashion show and received a warm, enthusiastic round of applause from the audience.

Older residents modeling locally produced shirts with pasqueflower patterns walk the runway during a fashion show at the 2025 Jeongseon Dong River Pasqueflower Festival in Jeongseon, Gangwon Province, Sunday. Courtesy of Jeongseon County

"This year's Dong River Pasqueflower Festival was successfully completed with the participation of many people, with various programs utilizing Jeongseon's natural environment and culture receiving good responses," Park Myung-hee, chairman of the festival's organizing committee, said.

"In the future, we will prepare more content to promote tourism resources in Jeongseon, including the Dong River pasqueflower, and contribute to revitalizing the local economy."

Seo explained how the flower could help revitalize the region. "The Dong River pasqueflower is an inspiration for strength and courage by showing how it overcomes the cold wind and ushers in spring in a beautiful way," he said.

"I recommend you to grab a book and come visit Jeongseon for a peaceful soul-searching journey. The spring breeze is nice and the scenery is magnificent."

Dong River pasqueflowers bloom on a riverside cliff in Jeongseon, Gangwon Province, March 28, 2017. Korea Times photo by Choi Heung-soo