Busan is good

Busan Arrives Like a Gift… Busan Tourism Pop-up Store Opens at The Hyundai Seoul

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The Busan Metropolitan City (Mayor Park Heong-joon) announced that it will host a Busan tourism pop-up store, “Unboxing Busan,” at The Hyundai Seoul in Yeouido from June 19 (Wed) to June 22 (Sat) for four days.

This event is designed to offer Seoul-area residents and foreign tourists a chance to experience Busan’s top attractions, culture, and local brands, and is part of an on-site promotional campaign to encourage summer vacation visits to the city.

Under the theme concept of “Unboxing,” the event recreates iconic tourist attractions such as Gwangalli Beach and Gamcheon Culture Village into immersive themed spaces, allowing visitors to experience them as if unwrapping a gift.

As the first standalone Busan tourism pop-up store in the Seoul metro area, the event signals the city's intent to actively attract domestic tourists in addition to its ongoing efforts to bring in foreign visitors.

Previously, the city focused on restoring pre-COVID-19 levels of international tourism through overseas roadshows and briefings. However, this event also aims to tap into demand from both Seoul residents and international tourists transiting through the area.

The pop-up store consists of seven themed spaces, called “B Boxes”. Visitors can enjoy a stamp tour through each space, participate in photo events, and receive limited-edition merchandise.

Each themed space includes:

• ●Welcome B Box: Introduction to mascot Boogi, MBTI-based travel photo cards, and SNS events

• ●Feel B Box: Gwangalli Beach-themed immersive sensory zone

• ●Play B Box: Blue Line Park beach train quiz and photo spot

• ●Wish B Box: Gamcheon Culture Village-themed experience zone

• ●Gift B Box: Exhibition and sale of Busan local brand products

• ●Next B Box: Stamp authentication, major Busan event promotions

• ●B Goods Shop: Sales of tourism-themed goods and urban brand merchandise

Mascot Boogi will also make on-site appearances for photo sessions and interactive events with visitors.

Additionally, local Busan-based brands, the Busan Urban Brand Shop “Big Shop”, and the Busan Souvenir Cooperative will participate, delivering Busan’s unique personality and stories.

The Gift B Box will feature a sales zone showcasing:

• ●Traditional Busan snacks reimagined by Jagalchi Ojimae

• ●Dessert and coffee by emotional café brand Café 385

• ●Premium local roasting coffee brand Blackup Coffee

• ●Souvenirs and lifestyle goods from the Busan Souvenir Cooperative

At the B Goods Shop, visitors will find products from “Big Shop,” the city’s urban brand edit store, and BALANSA, a street fashion select shop.

A survey-based giveaway will also take place. Visitors who participate in a post-experience satisfaction survey will be entered into a drawing to win hotel vouchers and admission tickets to paid tourist attractions, offering a tangible opportunity to visit Busan.

This event is particularly meaningful as it takes place at The Hyundai Seoul, a major cultural complex in the capital region. With daily foot traffic exceeding 100,000, it draws a high concentration of MZ generation consumers and foreign tourists.

Kim Hyun-jae, Director General of the Busan Tourism MICE Bureau, stated:

“This pop-up store will enhance awareness and appeal of Busan as a tourist city to Seoul-area residents and foreign visitors, creating direct opportunities that lead to actual visits and tourism spending. We will continue strengthening promotional marketing based on Busan’s unique content to boost our brand competitiveness and attract more tourists.”