Busan is good

Busan Metropolitan City Launches “INTO K-POP, INTO BUSAN” Promotional Campaign Linked to Major K-POP Concerts

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Busan Metropolitan City, led by Acting Mayor Kim Kyung-duk, announced that it will launch a full-scale “Global K-POP Tourism City Promotion” campaign in conjunction with major K-POP concerts taking place in Busan this June, encouraging domestic and international fans not only to attend performances but also to enjoy the city’s culinary experiences, tourism, and local content.

The campaign will be linked to the “BTS World Tour Arirang IN Busan,” taking place from June 12 to 13, and the “Busan One Asia Festival,” scheduled for June 27 to 28.

The core message of this campaign is “INTO K-POP, INTO BUSAN.”

The slogan conveys the idea that fans visiting Busan to enjoy K-POP will naturally expand the excitement of the performances into broader city experiences, including Busan’s ocean scenery, night views, food, festivals, and local culture.

Busan Metropolitan City plans to apply this message across all aspects of the campaign, including gateway welcome promotions, culinary tourism events, online content, live on-site broadcasts, collaborations with local brands, tourism gift certificate designs, and special merchandise, allowing visitors to experience the city’s charm and hospitality throughout Busan.

In particular, the campaign is significant in that it goes beyond one-way public promotional advertising and will be carried out as a public-private collaborative city branding initiative involving local companies and public institutions.

Busan Metropolitan City is collaborating with Daeseon Distilling Co., Ltd., BNK Busan Bank, and the Busan Tourism Organization to ensure that domestic and international visitors naturally experience Busan’s city brand through actual tourism and consumer activities.

As part of the public-private collaborative branding initiative, Daeseon Distilling Co., Ltd. released 1 million limited-edition bottles of its “Daeseon K-POP Promotional Edition” yesterday (May 27), featuring the slogan “INTO K-POP, INTO BUSAN,” launching a joint promotional effort.

The edition was designed in connection with Busan Metropolitan City’s global K-POP tourism city campaign so that domestic and international visitors to Busan can naturally experience the city’s festival atmosphere even in everyday consumption spaces such as restaurants, hypermarkets, and convenience stores.

In addition, Busan Metropolitan City and BNK Busan Bank will collaborate to produce a special edition Dongbaekjeon tourism gift certificate and provide special merchandise to purchasers.

The Dongbaekjeon tourism gift certificate is a local currency product that can be used by visitors at participating Dongbaekjeon merchants throughout Busan and offers a 15 percent discount benefit. A total of 2,000 certificates worth KRW 50,000 each will be issued. They will be available for purchase on June 12 and 13 at the pop-up store in Busan Station Plaza and at the tourism photo wall located next to the international arrivals area on the first floor of Gimhae International Airport.

Busan Metropolitan City plans to apply promotional visuals to the gift certificate design to enhance the meaning of visiting Busan and the city branding experience. Purchasers will also receive special merchandise, including mother-of-pearl keyrings and Korean paper stickers featuring Bugi and campaign designs, connecting with fan culture centered on collecting and sharing memorabilia.

The city will implement the campaign through five fan journey-themed promotional categories: “Welcome,” “Taste,” “Experience,” “Stay,” and “Share.”

Under the “Welcome” category, visitors will be greeted through a 5-meter-tall Bugi sculpture photo zone in the outdoor plaza of Busan Station featuring the welcome message “Hello Again, Busan Welcomes You!,” digital welcome messages at transportation gateways, and integrated guidance through the city website and Visit Busan.

Under the “Taste” category, Busan Metropolitan City will promote culinary tourism through the “Busan Taste Road” event linked to local culinary content and a special edition of the city’s English newspaper Busan is good. In particular, the special edition will include Google Maps QR codes that allow international tourists to conveniently access information on recommended restaurants, tourist attractions, festivals, and events by district.

Under the “Experience” category, the city will produce YouTube livestreams of the Gwangalli Drone Light Show, BTS fan interview content, and short-form videos featuring tourism programs on-site.

Under the “Stay” category, Busan Metropolitan City plans to encourage visitors to extend their trips through AI-generated short dramas and Busan K-POP landmark tour content. Under the “Share” category, the city will spread the atmosphere of the events domestically and internationally through special live broadcasts on “BusanTube” and fan-perspective content created by Media Members.

• ●“BusanTube” special live broadcast: youtube.com/@Busan_is_good

Through this campaign, Busan Metropolitan City plans to help visitors comfortably experience both global performances and the city’s diverse attractions, allowing them to remember Busan as a “global tourism city worth visiting again.”

Oh Mi-kyung, Spokesperson for Busan Metropolitan City, stated, “This ‘INTO K-POP, INTO BUSAN’ campaign is a public-private collaborative city branding initiative designed to help domestic and international fans visiting Busan for major K-POP concerts comfortably experience not only the performances but also Busan’s culinary offerings, tourism, festivals, and local content.” She added, “We will do our utmost to ensure that visitors naturally experience the charm of Busan through warm hospitality and remember the city as a place they would like to visit again.”