Any event or festival which gather more than ten people is regarded as public assembly. As these are often used for unlawful assemblies such as strikes and demonstrations, any festival plans are highly restricted and scrutinized by the government and there are also many regulations and registration processes involved with government officials. When Hanwha first planned the “Fire Flower Festival” at Han River which is the river goes through the heart of Seoul city, safety of people had to be ensured and any after mass must be cleaned. Also as the number of people can be unexpectedly large (having the festival at open public place by the river side), the festival had to be well prepared and organized to prevent any accidents. With the efforts of Hanwha, even when the largest number of participants came to the festival, media reported about good safety and how it turned out to be one of main big festivals in Seoul as well as in Korea.

For “Fire Flower Festival”, a catch phrase for event invitation on the on-line site was “what is your “fire flower” in your life?”. Many people were drawn to the question and participated by clicking the invitation. Also, promotion was provided to those who submitted their stories why they must win a ticket for a special seat at the festival through on-line, SNS, radio and newspaper events.

From reaching out the target audience, on-line visitor recorded 13,700,000 visitors, event participants recorded 450,000 submitters and 1,500,000 came to the Festival. The most successful outcome of the Fire Flower Festival was Hanwha Group Brand Recognition increased from 15% in 2007 to 45% in 2014 after the Festival. Also brand image survey showed that words to describe Hanwha changed from negative (war, fear, destruction, gunpowder and weapon) to positive (love, beautiful, fire flower, festival, hope, excitement, love, peace and laughter).