This festival takes place at Maehwa Village near Gwangyang city in the Daap-myeon region of Jeollanam-do province. The area is famous for having the largest amount of Japanese apricot trees in Korea, and in fact the village takes its name from these maehwa trees.

When these maehwa trees bloom they produce beautiful white flowers, known as ume flowers. The sight of these trees blooming throughout Maehwa Village and the surrounding Baegum Mountain is very picturesque, and every year people come from all around to walk beneath the blossoming trees and to purchase the organic maehwa (apricot) products that are produced in the region.