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A City Message Created by Citizens: “2028 World Design Capital Busan Catchphrase Contest” Launched

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Busan Metropolitan City, headed by Mayor Park Heong-joon, announced that it will hold the “2028 World Design Capital (WDC) Busan Catchphrase Contest” to foster public consensus through citizen participation and to enhance brand recognition of World Design Capital (WDC) Busan.

The contest was planned to expand the World Design Capital (WDC) initiative into a citywide project created together with citizens. Its purpose is to discover a catchphrase that succinctly expresses the vision and values of World Design Capital Busan through citizens’ creative ideas, while strengthening the foundation for citizen participation.

In particular, the City plans to identify messages that convey, from the citizens’ perspective, the core value of World Design Capital (WDC) Busan—“an inclusive city, design created together”—in a way that is easy to understand and highly relatable.

The contest will run from today, February 9, through February 20, and any citizen of the Republic of Korea may participate as an individual. The theme is “2028 World Design Capital Busan, created together through citizens’ participation and interest,” and submissions should be a concise and compelling slogan of no more than 16 characters, submitted via Naver Form at https://naver.me/F8l1457m.

A total of eight winning entries will be selected through a first-round internal review followed by a second-round evaluation by external experts. The final results will be announced on March 13 on the City’s official website, and winners will receive certificates and prize money, including the Busan Metropolitan City Mayor’s Award and the Design Council Busan President’s Award.

Awards include one Grand Prize winner (Busan Metropolitan City Mayor’s Award, prize money of KRW 1,000,000), two Excellence Award winners (Busan Metropolitan City Mayor’s Award, KRW 700,000 each), and two Encouragement Award winners (Busan Metropolitan City Mayor’s Award, KRW 400,000 each). In addition, three recipients of the Design Council Busan President’s Award will each receive KRW 200,000. Separately, 20 participants will be randomly selected to receive a participation prize worth KRW 10,000.

The selected catchphrases will be used in various content, including promotion of World Design Capital Busan and citizen participation campaigns, though usage may change depending on future purposes and conditions.

The City expects this contest to serve as an opportunity to establish a participatory promotional model in which citizens directly create the message of World Design Capital Busan, thereby increasing empathy with the city brand. It also plans to expand nationwide participation through online and offline promotional channels and to strengthen the image of Busan as a design city built together with its citizens.

In particular, Busan Metropolitan City intends to realize a model of Busan as a design city that grows together with its citizens by incorporating their participation and voices throughout the entire process, from planning to execution and expansion of the World Design Capital initiative.

Moon Jeong-ju, Assistant Mayor of the Future Design Headquarters, stated that he hopes this contest will serve as the first step in expressing the World Design Capital theme of “an inclusive city, design created together,” and become an opportunity for citizens’ creative ideas to spread as part of the city brand.