“The rose is our national flower and pride, and our tradition of producing essential oils dates back to the 17th century,” Bulgarian Ambassador Petar Andonov said in a speech. “In the Valley of Roses in central Bulgaria, a famous oil-producing rose of superior quality is harvested, using the unique local climate and planting technology. Bulgaria currently has a 35 percent world market share of rose oil.”

Every year in the first week of June, he added, a rose festival is held in the city of Kazanlak in the heart of the valley, with people dressed up in traditional costumes and singing folk songs. A “Queen Rose” is chosen among local girls graduating from high school as part of a beauty contest.

District Mayor Na Jin-gu said Jungnang-gu plans to connect with international festivals, including the Kazanlak Rose Festival and La Tomatina Festival of Bunol, Spain, to promote it globally.

As part of the event, street booths sold roses, dried flowers, pressed flowers, rose soaps, air fresheners, desserts and food, alongside street performances of art, music and dance.

“Private diplomat” of Bulgaria, Mihal Ashminov, who owns Zelen restaurant in Itaewon, Seoul, and appears on JTBC cooking program “Take Care of My Refrigerator,” also participated.

By Joel Lee (joel@heraldcorp.com)