New Ulm recently landed in the international spotlight after being featured on Sat.1 Frühstücksfernsehen, Germany’s major morning show, with additional coverage on ProSieben. What began as a simple inquiry quickly grew into a full television feature celebrating New Ulm’s deep German heritage and its one-of-a-kind Oktoberfest.

The story started when Marley Lackerman, Editorial Manager for mdrop media in Berlin, reached out to the New Ulm Convention & Visitors Bureau while researching Oktoberfests in other countries. After learning more about the city, its traditions, and its reputation as the Most German Town in America, the broadcasters decided to expand the project. Instead of a one-day Oktoberfest shoot, they wanted a full feature on New Ulm itself—its history, its people, and the places that define its German identity.

During their visit October 3-4, Marley and her cameraman experienced our Downtown Oktoberfest, met with New Ulm Royalty and the Mayor, explored Turner Hall, Kaiserhoff, Schell’s Brewery, The Backerei & Coffee Shop, Domeier’s German Store, the Brown County Historical Society, the Heritage Tree, the Glockenspiel, and Hermann the German. They embraced every part of the experience—Marley even arrived in her dirndl—and spent their stay soaking in the city’s atmosphere while lodging at the Best Western Plus.

The segment aired this week in Berlin, introducing German viewers to New Ulm’s charm, traditions, and lively Oktoberfest celebrations. For anyone who wants to experience New Ulm through the eyes of the German crew, the full video is included below.