Busan is good

Busan Metropolitan City Launches Full-Scale “WDC BUSAN” Official Logo Play with Promotional Ambassador

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Busan Metropolitan City announced that it will launch in earnest the World Design Capital Busan Logo Play project with its promotional ambassador to expand the city brand of the 2028 World Design Capital (WDC) Busan globally and build broader public consensus.

The Logo Play project is a participatory urban branding initiative that expands and reinterprets the official World Design Capital Busan logo into diverse content by engaging ambassadors and citizens and utilizing urban spaces.

This official Logo Play project centers on a globally influential promotional ambassador to encourage citizen participation, linking online and offline channels organically to expand the entire city into a unified content platform.

Busan Metropolitan City will release behind-the-scenes footage and short-form content featuring the ambassador’s filming process and messages today (April 28) through its official YouTube channel and the World Design Capital Instagram.

Busan Metropolitan City official YouTube channel: https://www.youtube.com@Busan_is_good
World Design Capital Instagram: https://www.instagram.com/worlddesigncapitalbusan2028

These contents are expected to serve as an opportunity to share perspectives on design and future visions, thereby expanding public engagement.

Promotional ambassador Lee Junho, active across various fields including television dramas, films, and music, has built a strong domestic and international fan base. His high global recognition through international OTT platforms is expected to generate significant international promotional impact.

In addition, his continued engagement in social contribution activities reflecting values of inclusiveness and sharing makes him a suitable figure to convey the vision of World Design Capital Busan: “a city that embraces all, a design created together.”

In response to the increasing number of international tourists, Busan Metropolitan City will also strengthen its global outreach strategy by organizing events linked to the Logo Play project featuring a globally recognized ambassador.

The event will be conducted based on a video featuring Lee Junho, inviting citizens to participate by responding to the question, “What does design mean to you?”

Participants can follow the city’s official Instagram account and submit their responses via a Naver Form. Selected participants will receive World Design Capital (WDC) posters and caps featuring the ambassador’s autograph through a drawing.

The participation period runs from May 6 to 31, and the initiative is expected to expand citizen engagement while strengthening the subscriber base of official promotional channels.

Submitted opinions will be reflected in future content production and the development of policy communication messages, contributing to the realization of a citizen-participatory design city.

To strengthen experiential promotion for citizens, Busan Metropolitan City is also creating and operating the “World Design Capital (WDC) Connect Road” within City Hall.

The “WDC Connect Road” is a permanent promotional space centered around the subway passage connected to City Hall, utilizing pillar wrapping, DID monitors, and stair areas to deliver the vision, core values, and brand messages of the World Design Capital.

In particular, it is designed as a familiar and symbolic space for citizens, centered around content featuring promotional ambassador Lee Junho.

Busan Metropolitan City also plans to continue enhancing global outreach based on citizen-experiential AI digital platforms, advancing citizen-participatory content, and promoting through linkage with domestic and international events and cultural content to steadily increase the recognition and city brand value of the 2028 World Design Capital Busan.

Lee Junho stated, “Throughout my acting career, I have always thought about how to design a character. I believe design is the process of shaping the way we live and the story of a city.”

He added, “It is very meaningful for me to serve as a promotional ambassador for the 2028 World Design Capital Busan, and I will do my best to share the city’s charm and the possibilities of design with more people.”

Moon Jeong-ju, Head of the Future Design Headquarters of Busan Metropolitan City, said, “With the participation of a promotional ambassador who possesses global influence and a positive image, we expect Busan’s city brand to spread further both domestically and internationally. This initiative will serve as an opportunity to widely promote the value of a design city created together with its citizens.”