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Busan Metropolitan City Expands Market Access for Local Products through “Dongbaek Store”: Demonstrates Growth Impact on Participating Companies

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Busan Metropolitan City, led by Mayor Park Heong-joon, and the Busan Economic Promotion Agency, headed by President Song Bok-cheol, announced that the Busan premium product shop “Dongbaek Store” has achieved meaningful results beyond a simple retail space, contributing to the expansion of market access and strengthening the competitiveness of local companies.

“Dongbaek Store” is a cooperative platform established through collaboration between Busan Metropolitan City and Shinsegae Co., Ltd. to support the promotion and market entry of products from local small and medium-sized enterprises and small business owners. Last year, it recorded annual sales exceeding KRW 460 million, solidifying its position as a representative regional store.

Busan Metropolitan City recently conducted a satisfaction survey targeting participating companies and confirmed that the store has delivered results not only in increased sales but also in expanded distribution channels and enhanced brand recognition.

Among the 29 companies that responded to the survey, 27 companies (93%) reported that participating in Dongbaek Store helped promote their businesses, while 28 companies (97%) experienced increased brand awareness.

Additionally, 26 out of 29 companies (90%) reported increased sales after joining Dongbaek Store, and 13 companies (45%) recorded sales growth of 10% or more.

The survey also confirmed achievements in expanding distribution channels through participation in Dongbaek Store.

Among participating companies, 19 companies (66%) experienced expansion into new distribution channels, including entry into online and offline retail networks, public institutions, securing new business partners, and overseas market entry.

One participating company stated, “Being recognized as a product featured in a leading department store in Busan increased our visibility and led to product exports through various collaboration proposals.” Another company noted, “Participation in Dongbaek Store enhanced consumer trust and resulted in tangible outcomes such as expansion into both online and offline distribution channels and increased sales.”

Beyond quantitative outcomes such as increased sales and expanded market access, qualitative improvements in corporate competitiveness were also identified.

Participating companies reported achievements including strengthened marketing and promotional capabilities, improved product packaging design, enhanced product quality, acquisition of customer feedback, and development of new products.

In particular, it was analyzed that offline stores allowed companies to directly observe customer responses and verify market viability, thereby contributing to strengthening corporate competitiveness.

Reflecting these positive outcomes, more companies applied for participation this year compared to the previous year, increasing the competition ratio to 4 to 1 and demonstrating growing interest in Dongbaek Store.

Busan Metropolitan City plans to continue supporting selected outstanding local companies, chosen through expert evaluation on the 26th, to enhance product competitiveness and expand consumer touchpoints.

Information on products available at Dongbaek Store can also be accessed online through the web catalog at http://busancamellia.shop.

Kim Bong-cheol, Assistant Mayor of Digital Economy Office, stated, “The results of this survey show that Dongbaek Store has evolved beyond a simple retail space into a representative platform that fosters the brand value and competitiveness of local companies,” adding, “We will continue to actively support competitive local companies so they can use Dongbaek Store as a foundation to expand into domestic and global markets.”