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Busan Metropolitan City’s “Olive (ALL-LIVE)” Becomes the First Self-Reliance Policy Brand Trademarked by a Local Government

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it has become the first local government to register its flagship self-reliance policy brand, “Olive (ALL-LIVE),” as a trademark with the Korean Intellectual Property Office.

“Olive (ALL-LIVE)” is a self-reliance policy brand that has been newly rebranded to refresh the image of self-reliance programs, which had been undervalued. The name reflects Busan’s vision of building a city where everyone (ALL) lives well together (LIVE).

This is the first case of a local government creating a self-reliance policy brand and registering it as a trademark with the Korean Intellectual Property Office.

“Olive (ALL-LIVE)” is the policy brand of the nation’s first “Busan-Style Self-Reliance Innovation Project,” which officially launched in June this year. It was completed through a collaborative process in which the City and participating citizens, experts, and field practitioners took part together in naming the brand and developing its design.

To enhance the pride of participants in self-reliance programs and raise public awareness of the policy, Busan Metropolitan City filed an application with the Korean Intellectual Property Office in August, and completed the registration on Nov. 26.

Busan Metropolitan City will continue to actively utilize “Olive (ALL-LIVE)” as a Busan-style self-reliance policy brand that simultaneously advances stable self-reliance for vulnerable groups, revitalization of local commercial districts, and the spread of value-driven consumption.

The City also plans to further solidify a structure in which participants from self-reliance work groups and self-reliance enterprises grow beyond being mere welfare recipients to become producers, consumers, and sponsors, while local commercial districts and self-reliance enterprises grow together.

In addition, using this trademark registration as a momentum, the City will actively 추진 policies to support the self-reliance of participants in 2026 by reflecting the outcomes achieved to date, including expanding Olive Market and holding traveling Olive Market sales events.

[Expansion in Scale] Next year, to support the self-reliance of low-income residents who are facing difficulties due to high inflation and other factors, the City will expand the scale of the “Olive Market” project: ▲the number of Olive Market locations will increase from 70 to 100, and ▲purchase points per person will increase from KRW 100,000 to KRW 200,000.

What is the Olive (ALL-LIVE: everyone living well together) Market?
It is the nation’s first “virtuous-cycle self-reliance market,” in which self-reliance participants return a portion of the income they directly generate and accumulate through the following process:
① Good Reward: It is returned to participants as “Self-Reliance+ Points” to support their self-reliance.
② Good Consumption: Participants use these points at the Olive Market.
③ Good Benefit: Sales are reinvested 100 percent (%) back into self-reliance programs.

[Expanded Promotion and Sales of Self-Reliance Products] In March next year, the City plans to hold a “Traveling Olive Market Sales Event (tentative),” providing a venue where self-reliance work participants can showcase to citizens outstanding self-reliance products they have made themselves.

[Expansion of the Virtuous-Cycle Structure] In addition, next year the City will operate the “Donate In(IN) Olive Market” and the “Self-Reliance Olive (ALL-LIVE) Comprehensive Health Screening Support Project (tentative)” to promote a culture of giving, detect illnesses early among participants to strengthen their capacity for self-reliance, and help expand a virtuous cycle of local welfare.

This year, the City operated 70 Olive Market locations and provided points of KRW 100,000 per person to 1,891 participants, thereby establishing a virtuous-cycle structure that connects local consumption, self-reliance, and giving.

In addition, the City improved self-reliance programs from being merely job programs into self-reliance job programs that provide appropriate rewards and a sense of fulfillment, and shifted the framework (paradigm) of its self-reliance policy.

Mayor Park Heong-joon stated, “This trademark registration of the ‘Olive (ALL-LIVE)’ policy brand is a meaningful result of Busan’s self-reliance innovation brand, which goes beyond self-reliance to realize ‘a Busan where everyone lives well together.’” He added, “Using this registration as an opportunity, we will consistently apply the brand across our self-reliance policies and make even greater efforts to expand Olive nationwide as an excellent self-reliance model.”