The Jeonju World Sori Festival Organizing Committee (Chairman Lee Wang-jun, hereinafter referred to as the Sori Festival) unveiled the official poster and keyword for the 2025 Sori Festival on the 26th, along with the festival schedule.

The Sori Festival, which moved its opening time to the summer last year and has been strengthening its uniqueness with new changes, will be held this year from August 13th to 17th at the Korean Sound Culture Hall and 14 cities and counties in Jeonbuk Province. This year's Sori Festival aims to meet the audience with a diverse program focused on authenticity and artistry, and the official poster and keyword embody this direction and the identity of the Sori Festival.

The keyword for the 2025 Sori Festival is 'Echoes from the Homeland'. Music adds diversity to human culture through migration and exchange. This year's Sori Festival focuses on the diasporic properties of music that encounter the artistic language of other regions and create new genres, and pays attention to the migration and identity of music, music genres filled with nostalgia, artists, and modern reinterpretations. This is in line with the spirit of the Sori Festival, which values the musical heritage of Jeonbuk, Korea, and the world, which have deep cultural roots, and ultimately, it will remind us of the creativity of the community that composes music between the homeland and other lands.

The Sori Festival poster visually expresses the identity of the festival as well as the direction of this year's festival. For the branding of the Sori Festival, it has been carried out as a three-year project from 2023 to 2025, maintaining the context and connectivity of the design.

This year's poster symbolically visualizes the diasporic properties by connecting them with sound, capturing the meaning of the keyword. It signifies that the memories of sound that have spread from the homeland (roots) and the newly and diversely created pieces of sound gather in Jeonju and the Jeonju World Sori Festival to create a tree of hope (festival tree), and the deep resonance of sound resonates with various people around the world as if it were echoing around the tree, and it spreads out to the world again. The diverse colors contained in the poster, which was designed in two versions, represent the diversity of sound.

Kim Hee-sun, the executive chairman, said, "This year's Sori Festival, with 'Echoes from the Homeland' as its keyword, will focus on the roots of music, music that has been varied and created through migration and exchange, and diaspora artists, and you will be able to encounter diverse and original music." She added, "I hope you will feel the musical value and deep resonance shown by the diversity and creativity of music based on regional and cultural roots and essence."