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Busan Metropolitan City Seeks Tenant Companies for Dongbaek store, a Shopping Shop for Outstanding Busan Products

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Busan Metropolitan City (Mayor Park Heong-joon) and the Busan Economic Promotion Agency (President Song Bok-cheol) announced that they will recruit tenant companies for Dongbaek store, a shopping shop for outstanding Busan products, from today (the 25th) through March 10.

Dongbaek store is a shared-growth space established on Basement Level 2 of Shinsegae Department Store Centum City through cooperation between the City and Shinsegae Co., Ltd., to promote products from local small and medium-sized enterprises and small business owners in Busan and support market development and sales channel expansion.

Operations began in March 2023, and 30 companies are currently participating, showcasing and selling more than 100 products. Product information is also available in the web catalog (busancamellia.shop).

The recruitment scale is around 50 companies, including prospective companies, and companies finally selected as tenant companies will be able to supply their own products to Dongbaek store for at least six months from the move-in date.

Dongbaek store supports a variety of promotional activities centered on tenant products by operating and managing the store and hosting seasonal events such as special sales fairs.

Tenant screening will take place from late March through May, and final selections will be made after product verification. Selected companies will move into Dongbaek store starting in June and supply up to three products.

In particular, this year, the City plans to additionally select 20 prospective companies to support their market development. Products from prospective companies will also be promoted in various ways, including inclusion in the Dongbaek store catalog and use in curated gift sets. In addition, if a prospective company wishes, it may participate in Brand Day, where it can engage directly with consumers in the store.

<Overview of the 2026 Recruitment Notice for Tenant Companies for Dongbaek store>
(Applicants) Outstanding products (consumer goods) made by small and medium-sized enterprises based in Busan; products must not already be placed in Shinsegae Department Store Centum City
(Scale) Around 30 companies (with an additional 20 prospective companies selected)
(Selection method) Document review and in-person product evaluation, plus product verification by a specialized institution
(Tenancy period) At least six months during the year from the move-in date (subject to adjustment at any time during the year in accordance with the operating organization’s policy)
(Support) Support for moving into the store and sales; promotion through Dongbaek store online channels; support for participation in special sales fairs; and more

This year as well, the City plans to pursue a range of initiatives centered on Dongbaek store to strengthen the competitiveness of products made by local small and medium-sized enterprises and expand consumer touchpoints.

These initiatives include a variety of promotional activities, such as seasonal themed exhibitions, Brand Day events for tenant companies, and events linked to local festivals, along with parallel support to enhance brand competitiveness, including education and consulting for tenant companies and planning new gift sets.

Through these efforts, operations will be reinforced so Dongbaek store can establish itself as a key offline hub for spreading a culture of purchasing local products jointly driven by the public and private sectors.

Companies wishing to move into Dongbaek store should review the notice posted on the Busan Economic Promotion Agency website (www.bepa.kr) and submit the application form by email (cjpark@bepa.kr) by March 10.

Kim Bong-cheol, Assistant Mayor of Digital Economy Office, said, “As Dongbaek store is a representative shared-growth space where outstanding local products can meet consumers, we hope this recruitment will provide more opportunities for competitive local companies,” adding, “Busan Metropolitan City will continue to steadily pursue policies that enhance the brand value of local products and energize the local economy by expanding purchases of locally made products.”