Busan is good

Large Media Wall in the City Center: The Story of World Design Capital Busan Delivered by “Boogi”

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Busan Metropolitan City (Mayor Park Heong-joon) announced that, beginning tomorrow (15th), it will display a promotional media art wall video featuring “Boogi,” the city’s representative communication character, at Grand Josun Busan in Haeundae-gu. The initiative aims to help citizens and domestic and international visitors better understand the significance of Busan’s selection as the World Design Capital (WDC) 2028 in a more accessible way.

The video was produced to demonstrate that World Design Capital Busan is not an event solely for design industry professionals but an achievement created jointly by all citizens. By combining the familiar character “Boogi” with immersive media effects, the video is designed to help both domestic and international tourists instantly grasp the meaning of World Design Capital Busan during their visit.

In particular, the video incorporates an anamorphic technique, creating an illusion of three-dimensional visuals that make it appear as though “Boogi” is popping out of the screen.
Anamorphic technique: A visual rendering method used to create three-dimensional optical effects on a flat screen, giving the illusion that elements are protruding outward.

The scene begins with a transparent-case screen opening as colorful balloons float upward, followed by “Boogi” grabbing balloons shaped like the letters “WDC” (World Design Capital).

In another scene, “Boogi” bends down to reach for the World Design Capital logo, delivering a vivid sense of depth and immersion expected to capture the attention of citizens and tourists passing through Gunam-ro in Haeundae.

The screening location, the Gunam-ro area of Haeundae, is designated as an “Outdoor Advertising Free Display Zone,” a symbolic cultural space where urban aesthetics blend with creative advertising content. Through this video, the city seeks to strengthen its brand identity as a design-centered city and to introduce a creative media content activation model that utilizes the free display zone, reaching both citizens and tourists.

The giant media wall, combined with nighttime lighting, is anticipated to further highlight Busan’s bright and vibrant urban image and its cultural and tourism appeal through the familiar character “Boogi.”

With the number of foreign tourists visiting Busan expected to exceed 3 million this year, the media art wall video is projected to maximize the city’s promotional impact not only on domestic audiences but also on overseas visitors. The content captures the symbolism of World Design Capital Busan and the meaning of citizen participation in an engaging way, helping international tourists naturally associate Busan with a global design city.

The video will be screened from tomorrow (15th) through December 31 and will also be posted on the city’s official social media channels (including YouTube), expanding its reach through both online and offline viral promotion.

In addition, the city will operate an on-site promotional booth (11:00–18:00) in conjunction with the “20th Busan Fireworks Festival,” also taking place on the 15th. The booth will feature a World Design Capital quiz event and a cheering zone that citizens and tourists can participate in. Participants will receive small souvenirs, and the city plans to enhance public awareness and engagement regarding World Design Capital Busan amid the festive atmosphere, strengthening on-site, empathy-based promotion.

Ko Mi-jin, Director General of the Future Design Bureau, stated, “This media art wall video vividly showcases the stature of World Design Capital Busan and the achievements led by our citizens. We expect it will serve as an opportunity to promote Busan’s sophisticated design capabilities and the strength of citizen participation to audiences worldwide.”