This paper was intended to steadily spread the value of Gijisi juldarigi(Tug-of-war), which wasdesignated as a world intangible heritage. Gijisi juldarigi is the folklore of the town, Gijisi-ri in Dangjinsiof Korea. It went beyond the scope of Chungcheong-do and Korea, and was officially certified asa world intangible heritage. It has not only existed as a cultural asset, but also established itself asa local festival. Describing the process, this paper summarized the issue of conflict. Promotion asa cultural asset is not welcomed by everyone, but there are also voices of opposition. This paperdescribed how this conflict was resolved.Gijisi juldarigi is the biggest festival in Dangjin-si, and also a representative festival in Korea. As theseasonal folklore is now named ‘festival’, the contents are also changing. Above all, it has changedfrom a festival of all villagers to an event centered on the promotion committee, and the place hasbecome a venue for a festival rather than a village, gradually turning the residents into an audience.At the same time, however, many people are visiting, the line is getting longer, and various additionalevents are held. With such external growth, it is considered more like a festival. This paper containsa picture of these changes. However, it does not suggest the problem of the festival or ways fordevelopment. Even if the appearance of the festival changes at a certain point, there is a limitationin realizing the 'community', which is the core of the tradition of Gijisi juldarigi. So this paper paidattention to 'the value of the Gijisi juldarigi museum'. In addition, the museum needs to be set up asa world’s Tug-of-war museum, instead of serving a small purpose of exhibition space of a culturalproperty conservation group. To this end, the functions of exhibition, education, and research shouldbe strengthened.