Busan is good

Busan Metropolitan City to Operate “Boogi Seafood” Pop-up Store at Brand Shop and Recruit Participating Companies for the Second Half of 2026

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Busan Metropolitan City, led by Mayor Park Heong-joon, and Design Council Busan (President Kang Pil-hyeon, hereafter referred to as the Council) announced that they will operate the “Boogi Seafood” pop-up store using the city’s communication character “Boogi” for two months from today (Mar. 4) until Apr. 30 at the Busan Brand Shop (Big Shop) located on Gwangbok-ro in Jung-gu.

< Busan Brand Shop >
Name: Big Shop (Busan is good Shop)
Location: 87-1 Gwangbok-ro, Jung-gu (24-1 Gwangbok-dong 1-ga, former Busan Gwangbok-dong Post Office building)
Opening Date: Nov. 25, 2024
Scale: Total floor area 173.98㎡ (1st floor 97.88㎡, 2nd floor 76.10㎡)
Main Facilities: City brand experience and exhibition hall (1st floor), goods exhibition and sales area (2nd floor)
Participating companies in the 2025 Brand Shop pop-up store (4 companies): Us Hours, Woosisan, Monstar Co., Ltd., Lumena

This pop-up store is based on the “Boogi Seafood” content that received great public response during last year’s goods expo “Goods is Good,” which featured themes of Busan’s sea and seafood markets.

By introducing proven flagship content, Busan Metropolitan City plans to increase familiarity with the city brand and attract more visitors to the brand shop.

The pop-up store will be organized around the theme of Busan’s sea and seafood markets operated by “Boogi,” featuring a variety of citizen participation events.

On the first floor, a photo zone utilizing the Busan city brand and the character “Boogi” will be created to offer visitors enjoyable experiences. Various products such as dolls and keyrings produced by 12 city brand partner companies related to “Boogi” will also be showcased in one place.

On Mar. 7 at 3:00 p.m., for one hour, the city’s communication character “Boogi” will personally visit the brand shop to take commemorative photos with citizens and create special memories.

At the message wall prepared on site, visitors will be able to participate in an event titled “Guess Boogi’s MBTI,” encouraging interactive participation and enjoyment.

In addition, Busan Metropolitan City and the Council will recruit companies to participate in the “Busan Brand Shop Pop-up Store Operation for the Second Half of 2026” from today (Mar. 4) until Apr. 15 to further expand the value of the city brand together.

Eligible applicants include companies with headquarters or branch offices in Busan that possess products or content utilizing the Busan city brand and can contribute to expanding its value. Joint participation in consortium form is also permitted.

Selected companies will operate a pop-up store at the brand shop for approximately two months each between July and December this year. Through the pop-up operation, they will be able to enhance brand recognition and create new business opportunities. Even after the pop-up period ends, companies may continue selling their products at the brand shop.

Companies wishing to participate may download the application form from the “Announcements/Notices” section of the Design Council Busan website (https://www.dcb.or.kr/01_news/?mcode=0401010000), complete it, and submit it via email to mjhorse@dcb.or.kr by 6:00 p.m. on Apr. 15.

Moon Jeong-ju, Head of the Future Design Headquarters of Busan Metropolitan City, stated, “This pop-up store was prepared to allow citizens to enjoy the appeal of the Busan city brand in a more friendly way by utilizing already proven character content,” adding, “We will continue to operate the brand shop as a key space where citizens can enjoy communication and share the value of the city brand together.”