Busan is good

Busan Metropolitan City Appoints Actor Lee Jun-ho as Ambassador for World Design Capital: Launching Global Expansion of Design City Brand

내용

Busan Metropolitan City (Mayor Park Heong-joon) announced that it has appointed actor and singer Lee Jun-ho as an ambassador to promote the city brand of Busan as the 2028 World Design Capital (WDC) globally and to expand public consensus.

The appointment ceremony will be held today (27th) at 3:00 p.m. at Nurimaru APEC House during the agreement signing ceremony for the 2028 World Design Capital (WDC). The event will include the presentation of a plaque and badge, delivery of the city’s communication character “Boogi” doll, remarks from the ambassador, and a commemorative photo session.

The appointment of the ambassador was 추진 to effectively communicate the vision of Busan as the 2028 World Design Capital through a figure with global recognition and popularity, while strengthening communication with citizens.

Ambassador Lee Jun-ho has been recognized as a suitable figure to convey the theme of the 2028 World Design Capital Busan—“A city embracing all, a design created together”—as he has practiced the values of inclusion and sharing through various social contribution activities, including serving as an ambassador for World Vision.

In addition, as a global artist active across diverse fields such as drama, film, and music, he possesses high international recognition and favorability, and is expected to play a positive role in spreading policy messages. In particular, his global recognition through OTT platforms is anticipated to have meaningful effects in expanding international promotion.

Building on this appointment, the city plans to carry out various brand promotion activities with Ambassador Lee Jun-ho over a one-year period (March 2026–February 2027), beginning with poster shoots utilizing objects representing the 2028 World Design Capital Busan and recording campaign voice content to encourage citizen participation.

The ambassador will take part in official events as well as the production of promotional videos, posters, and short-form content, thereby expanding points of contact with citizens. In addition, the city plans to conduct promotional activities through various channels, including social media (SNS), outdoor media, citizen participation campaigns, and programs linked to international events.

Going forward, the city will continue to pursue integrated promotional strategies—such as digital platform-based promotion, citizen-participatory campaigns, and promotion linked with domestic and international events—to enhance awareness and public resonance of Busan as the 2028 World Design Capital, and to ensure that the city brand can be naturally experienced in everyday life.

Ambassador Lee Jun-ho stated, “As an actor, I have always considered how to ‘design a character.’ I believe design is the process of shaping the way we live and the stories of a city.” He added, “It is very meaningful to join as an ambassador for Busan, the 2028 World Design Capital, and I will strive to help more people recognize the city’s appeal and the possibilities of design.”

Mayor Park Heong-joon remarked, “With the addition of Ambassador Lee Jun-ho, who possesses global influence and a positive image, we expect Busan’s city brand to spread further both domestically and internationally. We hope he will play a significant role in widely promoting the value of a design city created together with citizens.”