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Busan City Selects the 2025 “Signature Stores” Discovering and Supporting Attractive Shops to Lead Local Commercial Districts

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The Busan Metropolitan City (Mayor Park Heong-joon) announced that it has finalized the selection of two small businesses as recipients of the 2025 Signature Store Discovery and Support Project.

○ Launched for the first time this year, the Signature Store Project aims not only to promote the growth of individual stores, but to foster flagship local shops—like Sungsimdang in Daejeon—that can revitalize entire commercial areas. The goal is for the Signature Stores to become the anchor of neighborhood regeneration.

○ In the open call held in May, a total of 53 businesses applied, resulting in a high competition rate of 26.5:1. After two rounds of evaluation—document screening and on-site presentation—the city selected two finalists.

○ The two small businesses, selected for their potential as local creators and value-based entrepreneurs, are:
 – MORUBI in Haeundae-gu
 – HELMET in Suyeong-gu

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[Selected Stores Overview]

① MORUBI

• ●Location: 127, Udong-ro 138beon-gil, Haeundae-gu

• ●Category: Baked confectionery

• ●Details:
   • Opened in 2017 behind the old Haeundae Station, before the commercial area was formed
   • Became a pioneer in forming the “Haeridan-gil” alley commercial zone
   • Its signature product, the Cube Pound Cake, gained popularity by word of mouth, helping attract other businesses to the area
   • Expanded nationwide through pop-up stores (e.g., Seongsu branch, Ottogi pop-up)
   • Supplies desserts to famous cafes such as Momos Coffee and Maison Kitsuné

② HELMET

• ●Location: 554, Suyeong-ro Beonga-gil, Suyeong-gu

• ●Category: Brunch Café

• ●Details:
   • A stylish brunch café with unique interior design, planned by a CEO with a background in production design
   • Aims to become a multi-cultural space, not just a café
   • Located in a vibrant alleyway near Gwangalli, surrounded by bold and unique buildings
   • Has potential to grow into one of Busan’s leading commercial zones

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[Support Details]

Each selected store will receive:

• ●KRW 10 million for commercial district revitalization activities

• ●KRW 10 million for growth support

• ●Consulting, promotional support, and more to develop attractive commercial zones

Kim Bong-cheol, Director of Busan's Digital Economy Bureau, stated:

“We hope that the selection of these attractive shops as Signature Stores will breathe new life into local commercial districts. The city will provide active support so that each Signature Store can fulfill its role as an anchor business, generating positive ripple effects throughout the surrounding area.”