Cookies on the Business Insider India website

Business Insider India has updated its Privacy and Cookie policy. We use cookies to ensure that we give you the better experience on our website. If you continue without changing your settings, we\'ll assume that you are happy to receive all cookies on the Business Insider India website. However, you can change your cookie setting at any time by clicking on our Cookie Policy at any time. You can also see our Privacy Policy.

A cosmetics company started a mud festival as a marketing stunt - now 3 million people go every year

Rob PriceJul 24, 2015, 22:09 IST

Chung Sung-Jun/Getty Images

At most festivals, mud is something to be dreaded. But at Boryeong festival in South Korea, it's the main attraction.

Every year, millions of revellers descend on Daecheon beach in a two-week celebration of all things muddy.

It really has to be seen to be believed.