In Jeonju, a historic city in southwestern Korea, one of the region’s oldest markets is making a radical bid for young night owls: swapping early curfews for open-air cinema, live music and football fandom that lasts until sunrise. From Saturday to Sunday, the Ministry of Culture, Sports and Tourism, alongside the Korea Tourism Organization, will launch a high-energy campaign at Jeonju Nambu Market. Dubbed the "All-Day Trip," the initiative pairs sports fandom with late-night urban exploration, reimagining the market's role in the city's modern tourism landscape. The festivities begin on Saturday evening, capitalizing on a marquee football match between Jeonbuk Hyundai Motors and Pohang Steelers at the nearby stadium. Organizers are encouraging fans to flood the market before and after kickoff. Supporters arriving in team jerseys who post proof on social media will receive vouchers to spend at stalls, blending athletic spectacle with local culinary trade. As night falls, a 100-meter stretch of road near the market will shut down to vehicular traffic, creating a pedestrian-only zone. V