Tourists flocking to South Korea's Daecheon beach can't wait to get down and dirty.
For nine days the coastal city, southwest of Seoul, paints itself a dull shade of grey, for the annual Boryeong Mud Festival.
Now into its 13th year, the festival is expected to attract up to three million domestic and international tourists, according to the festival organisation.
Boryeong says its mud has special powers to refresh the skin and soothe the soul.
One part of the festival gives visitors the chance to play in 200 tonnes of the greyish goo at mud wrestling pits, mud slides and mud baths. Somewhere along the line, ample supplies of alcohol add to the high spirits.
The other part of the festival is pitching beauty and skincare products made with mud from the nearby mudflats.
But the mud festival ritual is pretty much the same for all visitors. Step one: arrive in clean clothes. Step two: get muddy, often while enjoying a tasty beverage.