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Busan Metropolitan City Launches “Boogi Town,” an Integrated Online Shopping Mall for Boogi Merchandise to Expand Sales Channels and Enhance Accessibility

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Busan Metropolitan City announced that it has launched “Boogi Town,” a NAVER Smart Store where citizens can purchase merchandise featuring the city’s communication character, Boogi, in one convenient online location.

The new NAVER Smart Store (https://smartstore.naver.com/boogitown) was established to promote product sales by local small and medium-sized enterprises (SMEs) and small business owners who utilize the intellectual property (IP) of the city’s communication character. By streamlining sales channels into a single platform, the store enhances both marketing efficiency and consumer accessibility.

Currently, sixteen local companies have joined Boogi Town, offering a wide range of more than 200 products spanning categories such as stationery, apparel, household items, and digital accessories.

Through the operation of the new Smart Store, the city aims to provide a stable online sales foundation for SMEs and small business owners, while also fostering an environment where the IP of Busan’s representative character can lead to tangible economic outcomes.

In the past, each company had to independently develop its own sales channels, making it difficult for small start-ups to achieve actual sales even when they obtained permission to use the Boogi character IP due to limited scale and resources.

To mark the launch of the NAVER Smart Store, the city will hold a week-long promotional event from today (Nov. 19) through Nov. 25 for customers who purchase products.

During the event period, customers who purchase at least one item will receive free delivery. Those who purchase two or more items will receive an additional 3% discount and NAVER Pay points worth 100 won when they enable notifications.

Customers who leave reviews will also receive rewards—up to 500 points for text reviews and up to 1,000 points for photo reviews. Customers selected for outstanding reviews will receive up to an additional 3,000 points.

Won Young-il, the city spokesperson, stated, “The opening of Boogi Town marks the beginning of an integrated online platform where Busan citizens and Boogi fans can more easily access Boogi merchandise,” adding, “We will continue supporting our communication character so it can grow alongside local companies and contribute to revitalizing the regional economy.”