Busan is good

Special Discount Event at Dongbaek Store Throughout June

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Busan Metropolitan City (Acting Mayor Kim Kyung-duk) and the Busan Economic Promotion Agency announced that a special discount event will be held throughout June at Dongbaek Store, a shopping outlet for outstanding Busan products located on Basement Level 2 of Shinsegae Department Store Centum City.

Dongbaek Store is a collaborative initiative established by Busan Metropolitan City and Shinsegae Co., Ltd. to support the promotion and market expansion of products made by local small and medium-sized enterprises and small business owners. The store has established itself as a representative retail outlet for local products, recording annual sales exceeding KRW 460 million last year.

The discount event has been organized to promote the newly introduced products from the 2026 5th Cohort of Dongbaek Store and to encourage consumption of locally produced goods. Customers will be able to purchase outstanding products from local companies, selected through a product evaluation process and Shinsegae Department Store’s screening conducted in March, at discounted prices.

Major product categories include traditional liquors and craft beers featuring local flavors; fish jerky chips, seaweed snacks, and corn snacks enjoyed by consumers of all ages; seaweed products such as Gijang seaweed; premium coffee and tea; seasonings including soy sauce and sesame oil; convenient meal products such as scorched rice and short rib soup; fan merchandise featuring the city’s communication mascot “Boogi”; tourism souvenirs including magnets and key rings depicting Busan’s scenery; and household products such as natural soaps and fragrances.

In particular, from June 11 to 17, an additional 10 percent discount will be offered on top of the regular discount rate in connection with the BTS concert period in Busan. Through this promotion, the city plans to showcase outstanding local products to the large number of tourists visiting Busan.

Recently, Dongbaek Store has evolved beyond a simple retail outlet and has been serving as a mutually beneficial platform that supports market expansion and competitiveness enhancement for local businesses.

According to a 2025 satisfaction survey of participating companies, more than 90 percent of respondents stated that joining Dongbaek Store helped increase sales and improve brand recognition.

The survey also showed that participating companies experienced various achievements in expanding sales channels, including entry into new distribution networks, increased transactions with public institutions, and overseas market expansion. In addition, the physical retail store was found to help businesses directly assess consumer responses and verify the marketability of their products.

This year, Busan Metropolitan City plans to continue implementing various initiatives centered on Dongbaek Store to strengthen the competitiveness of products from local small and medium-sized enterprises and expand consumer engagement opportunities.

The city will carry out a variety of promotional activities, including seasonal exhibitions, brand days for participating companies, and events linked to local festivals. It will also support participating businesses in enhancing brand competitiveness through education and consulting programs as well as the development of new gift sets.

From June 12 to 13, Dongbaek Store will operate a sales booth at the “Busan Pop-up Store” event held at Busan Station Plaza. It will also participate in the “Busan Brand Festa” from July 10 to 12 to introduce Dongbaek Store to both tourists and residents.

Through these diverse initiatives, the city plans to further establish Dongbaek Store as a key offline hub for expanding consumption of local products through collaboration between the public and private sectors.

Kim Bong-cheol, Assistant Mayor of Digital Economy Office, said, “Dongbaek Store is both a valuable opportunity for local businesses to promote their brands and expand sales channels, and a place where citizens can experience Busan’s outstanding products. We will continue to pursue policies that broaden the consumer base for excellent local products, expand growth opportunities for local businesses, and bring new vitality to the regional economy.”