Busan is good

Busan Metropolitan City Envisions the Future of the World Design Capital (WDC) Busan — Completed with AI Technology and the Passion of Youth

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Busan Metropolitan City (Mayor Park Heong-joon) announced today (28th) that it has produced an AI-based promotional video to share the meaning of being designated as the “World Design Capital (WDC) 2028” with citizens and the MZ generation and to expand public empathy. The project was carried out in collaboration with students from Dongseo University, which has been selected as the “University of the Year” at the Seoul Video Advertising Festival for two consecutive years.

This project combines the fresh perspective of local university students with AI video production techniques, featuring a sophisticated and artistic portrayal of the story of “Busan—A City that Grew through Design.”

The video centers on a narrative connecting Busan’s past, present, and future, delivering a message of “recovery and challenge, coexistence and innovation” through music and visual storytelling.

In particular, the theme song “Busan: Design Your Life” reinterprets the journey of Busan—from rising from the ruins of war to becoming a city transformed by design that enhances citizens’ lives—through hip-hop rhythms and AI-generated graphics.

Its lyrics include expressions such as “a city that bloomed from the ruins,” “abandoned factories turned into cultural shelters,” and “how design transforms life,” symbolizing urban regeneration and design innovation. These expressions metaphorically reflect Busan’s transformation into a “city that designs quality of life,” beyond mere physical development.

The production integrates cutting-edge technologies such as AI-based 3D animation, sound mixing, and hip-hop vocals, highlighting a dynamic and modern image of the city.

The participating Dongseo University student team—recognized for their exceptional video production skills after winning “University of the Year” twice at the Seoul Video Advertising Festival—was directly involved in all stages of the AI video production process, including planning, storyboard composition, and music concept design.

Students Kim Seong-eun, Jeon Ji-yoon, Choi Do-eun, and Ha Seong-min participated in the project. The completed video will be showcased through various channels, including key WDC-related events, domestic and international design exhibition booths, and influencer collaboration challenges, making it accessible to a wide range of audiences.

Dongseo University student Ha Seong-min said, “It was truly meaningful that we were able to tell the story connecting Busan’s past and future through our own video production. I felt that AI technology is not just a tool, but a new language capable of expressing the city’s emotions and energy.”

He continued, “Helsinki has transformed public spaces through public design, and Taipei has operated the entire city as an open design platform—these cases were inspiring. I realized once again that ‘design is ultimately about creating change for people.’”

He added, “I became convinced that Busan, too, can become a warmer and more inclusive city through design, and I wanted to reflect in the video not just graphics, but the philosophy of ‘a city created by everyone together.’”

Ko Mi-jin, Director General of the Future Design Headquarters of Busan Metropolitan City, stated, “This project represents a future-oriented urban promotion model that combines AI technology with the creativity of younger generations. It is meaningful in that it conveys Busan’s design philosophy and vision in a way that resonates with citizens. We expect Busan’s youthful sensibility and warm energy to spread both at home and abroad, further enhancing the city’s stature as the World Design Capital.”