Busan is good

Busan City and CJ Olive Young Launch ‘YOUNG Busan’ Season 2, Sharing Stories of Youth Fulfilling Their Dreams in Busan

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Mayor Park Heong-joon of Busan announced that the City has selected five local youths as the main protagonists of the second installment of the “YOUNG Busan” project. The campaign, themed “Why Young People Choose to Live in Busan,” was jointly planned with CJ Olive Young to support youth in Busan.

This campaign shares stories of young people aged 18 to 39 who live in Busan, promoting the city’s charm and potential. Following a public call for submissions in June, five were chosen as the faces of the content series, and 100 additional youth were selected to receive “Big Bag” gift kits.

The selected stories authentically portray the journey of young individuals who, despite different backgrounds, chose to build their lives in Busan and are now chasing their dreams:

• ●Lee Joo-ho: Returned to Busan after graduating from Busan Arts High School and Korea National University of Arts and dancing with world-renowned ballet companies. He founded his own ballet troupe.

• ●Gam Gyu-eun: A planner at the ESG Center of Our Neighborhood Society who dreams of becoming a comedian and singer.

• ●Moon Sun-ah: Formed a film production team and produces short films in Busan.

• ●Lim Se-hoon: After graduating from a university in Seoul, he chose to become a teacher in Busan to lead a “journey-like life.”

• ●Kang Na-young: A startup entrepreneur launching an eco-friendly business based on local resources.

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Starting August 1, the City will unveil the photo series featuring these five individuals. Interview footage, lifestyle clips, and behind-the-scenes content will be shared via the City's official social media channels, including Instagram and YouTube, later this month.

The jointly developed “Big Bag” gift set by the City and CJ Olive Young includes practical, Busan-branded items. The 100 selected recipients can pick up their bags from Olive Young Seomyeon Town between August 1 and August 15.

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Big Bag Contents Include:

• ●“Energy Vitamin” from Busan-based company PERSKA Co., Ltd.

• ●“Seed Hotteok Dalgona” snack inspired by traditional Busan street food

• ●“Cover-Up Patch – Busan Edition” featuring Busan mascot Boogi

• ●Other lifestyle and beauty items such as:

• ○Dr.G UV Sun Plus

• ○IVE Sticker Mask

• ○Sheet Masks

• ○Relaxing Leg Cooling Patches

The “Cover-Up Patch – Busan Edition” was co-developed by Olive Young and Busan City. It will be available at Olive Young stores in Busan through September at a 15% discounted price.

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The YOUNG Busan Project aims to support youth in meaningful ways and spread the value of local resources. Olive Young, as a leading K-beauty and wellness lifestyle omnichannel platform, strives for a co-growth model that connects brands, consumers, and local communities. This collaboration expands Olive Young’s role as a private-sector partner that grows with local youth.

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Through this initiative, Busan City seeks to build a sustainable public-private collaboration model that effectively connects regional businesses with youth and local administration.

Busan City Spokesperson Park Gwang-myung stated:

“This project is especially meaningful in that the public sector is documenting the real stories of youth, while the private sector joins in support.
We hope that the sincere messages of these young people, delivered through the videos, will inspire and encourage many others.”

He added:

“Moving forward, the City will continue to develop diverse public-private partnership models to make Busan a city where youth want to stay and work.”

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Appendix 1: Photo of the five youth featured in the campaign
Back row: Lee Joo-ho, Gam Gyu-eun, Lim Se-hoon
Front row: Kang Na-young, Moon Sun-ah

Appendix 2: Photo of the “Big Bag” and its contents

• ●Cover-Up Patch (Busan Edition)

• ●Energy Vitamin (PERSKA Co., Ltd.)

• ●Seed Hotteok Dalgona Snack

• ●Dr.G UV Sun Plus

• ●IVE Sticker Mask

• ●Sheet Masks

• ●Relaxing Leg Cooling Patch

Appendix 3: Image of the Cover-Up Patch – Busan Edition (Care Plus)