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Busan Metropolitan City and Lotte Wellfood Launch Joint “Pepero Day × World Design Capital Busan 2028” Campaign

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it will hold a joint campaign titled “Pepero Day (Day of 11) × The 11th World Design Capital, Busan 2028” together with Lotte Wellfood on November 11 from 11:00 a.m. to 9:00 p.m. at the outdoor plaza of Samjung Tower in Bujeon-dong, Busanjin-gu.

This campaign is designed to help citizens easily understand what the World Design Capital (WDC) is and to convey its meaning in an enjoyable and relatable way. By combining the symbolism of Pepero Day, a popular commemorative day in Korea, with the fact that Busan has been selected as the 11th World Design Capital, the campaign provides an interactive promotional experience where citizens can directly participate and have fun.

Organized to promote awareness of “World Design Capital Busan” and encourage citizen participation, the campaign features a variety of programs, including the production of a joint digital promotional video, operation of a pop-up booth, and outdoor media promotions.

At the pop-up zone set up in the outdoor plaza of Samjung Tower, there will be exhibitions highlighting the meaning of the World Design Capital and interactive citizen events. A “Pepero Image Photo Zone” will be installed on-site, and a photo certification event will be held especially to encourage participation by the MZ generation. Participants will receive Pepero sponsored by Lotte Wellfood, with WDC promotional stickers attached.

In addition, three videos will be screened repeatedly to offer citizens a new visual experience: a World Design Capital promotional video produced using artificial intelligence (AI) technology, a Pepero collaboration video, and a World Design Capital Busan logo video.

The campaign not only focuses on the offline event but also emphasizes pre-promotion and online engagement. Advance publicity through the official Instagram accounts of Busan Metropolitan City and the Busan Metropolitan Council has drawn citizen interest, while a joint promotional video for the World Design Capital has been displayed on the large outdoor billboard at Lotte Department Store’s main branch (Seomyeon) from November 3 to 11, attracting public attention.

Promotional ads on the pillars of the Seomyeon underground shopping mall have helped strengthen public awareness of Busan’s selection as the World Design Capital and enhance engagement with citizens in the downtown area. Furthermore, joint collaboration videos have been uploaded to Lotte Wellfood’s official Instagram account (250,000 followers) and YouTube channel (146,000 subscribers) to increase nationwide exposure and promote the World Design Capital Busan brand image across the country.

Go Mi-jin, Director General of the Future Design Bureau of Busan Metropolitan City, stated, “By utilizing familiar brands and popular icons, we aimed to communicate the meaning of World Design Capital Busan in a more approachable way. We hope citizens will share in the vision and values of World Design Capital Busan through enjoyable experiences, and that this event will serve as a symbolic opportunity to showcase the city’s creative energy. The city will continue to develop programs linked to the World Design Capital that citizens can both enjoy and participate in.”