Daily Busan
Busan and Lee Jaemo Pizza create a signature pie
Busan is celebrating its design identity one slice at a time. To mark the first anniversary of the city's designation as the 2028 World Design Capital (WDC), Busan has partnered with Lee Jaemo Pizza — a beloved local pizzeria with more than three decades of history — to launch the Busan Sea Pizza.
The Busan Sea Pizza blends Busan's maritime culture with one of the city's best-known restaurant brands, capturing the city's identity in every bite.
Lee Jaemo Pizza’s first-ever seafood signature dish is topped with premium pollock fish cake from Goraesa Eomuk, Busan's homegrown fish cake company. It also has shrimp, octopus, salted pollock roe sauce and green onions from Gijang.
Lee Jaemo also offers the WDC Midnight Purple, a new beverage that reflects the official brand color of the World Design Capital campaign. The drink blends red, symbolizing the passion of Busan's citizens, with blue, representing openness and connection — together forming the campaign's signature color.
To celebrate the new dishes, the city is running a social media giveaway for residents and visitors alike. Through Aug. 31, anyone who buys a Busan Sea Pizza and posts a photo on Instagram tagging the official World Design Capital Busan account will be entered into a drawing. Fifty winners will receive a voucher for a large Busan Sea Pizza.
The collaboration is part of the city's broader push to expand public-private partnerships that pair design with leading local brands.
◎ World Design Capital Busan Instagram: @worlddesigncapitalbusan2028
<Today's Vocabulary - 오늘의 단어>
identity: 정체성 blend: 혼합하다 symbolizing: 상징하는 collaboration: 협업
Editor: Song Soomi
Copy Editors: Ryu Hyoseung, Anton J. Mapoy