Busan is good

Lotte Shopping and Nongshim Join Forces with Busan Metropolitan City’s Communication Character “Boogi” to Revitalize Tourism in the Original Downtown Area

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it will collaborate with Lotte Shopping and Nongshim on a joint project utilizing the city’s official character “Boogi” to invigorate tourism in the original downtown area.

This partnership centers around the “Jagalchi” snack, which has strong ties to the Jagalchi Market. The product name “Jagalchi” originates from the Jagalchi Market, a key tourist destination in the original downtown area, where Lotte Mart’s Gwangbok Branch—one of the company’s flagship locations—is also situated. Based on this commonality, Nongshim and Lotte Shopping have agreed to work together to breathe new life into tourism in the area.

The business agreement ceremony, held yesterday (July 23) at the International Protocol Room in City Hall, was attended by Kang Ki-cheon, spokesperson for Busan Metropolitan City; Kim Sang-heon, Head of Processed Food Division at Lotte Mart/Super; and Kim Sang-heon, Head of Product Marketing at Nongshim.

Through the agreement, the three parties pledged to produce a co-branded package combining Boogi and Nongshim’s Jagalchi snack and to roll out marketing initiatives linked to tourism in Busan’s original downtown area.

In particular, the collaboration is historic as it marks the first time in 42 years that Nongshim’s flagship product “Jagalchi,” launched in 1983, has collaborated with an external character.

Lotte Mart is also engaging in a joint marketing initiative with a local character IP for the first time. This collaboration goes beyond simple product distribution, evolving into a public-private partnership project aimed at revitalizing local businesses and tourism.

Starting today (July 24), the “Jagalchi Boogi Package” will be available in limited quantities at approximately 1,000 Lotte Mart stores across the country, with a total of 160,000 packs available for sale.

The back of the package features a map of Busan's tourist attractions, allowing consumers to naturally discover new points of interest in the city through the product.

Busan Metropolitan City, Lotte Shopping, and Nongshim will also carry out a variety of joint online and offline promotional activities.

A sculpture shaped like the Jagalchi snack will be installed near Exit 7 of Nampo Station, and a vehicle wrapped in the “Jagalchi Boogi Package” design will be operated as part of the West Busan route of the Busan City Tour Bus.

Additionally, the first 10,000 customers to purchase the “Jagalchi Boogi Package” at Lotte Mart stores nationwide will receive a special Boogi sticker as a gift.

There will also be promotional events where Boogi personally visits Lotte Mart locations. Boogi is scheduled to promote the charm of Busan at the Gwangju Cheomdan Branch on July 30 and at the Seoul Station and Junggye branches on August 3.

Park Kwang-myeong, spokesperson for Busan Metropolitan City, stated, “This collaboration was carefully prepared to help expand Busan’s unique content nationwide while providing tangible support to local businesses and tourist destinations,” adding, “We will continue to pursue diverse initiatives that highlight regional value in partnership with private companies.”