Busan is good

Busan Metropolitan City and NAVER Promote Busan’s Food and Culture Through the “BE LOCAL” Campaign, with Intensive Promotion During the BTS Busan Concert Period

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Busan Metropolitan City, led by Mayor Park Heong-joon, is collaborating with NAVER Corporation, headed by CEO Choi Soo-yeon, to conduct the “BE LOCAL” campaign through July 19. The campaign introduces a variety of popular destinations in Busan—including restaurants, cafés, and shopping locations—to international visitors traveling to Korea through NAVER Maps.

The “BE LOCAL” campaign was designed by NAVER to introduce local attractions throughout Korea to international visitors. Beginning in Seoul in the first half of 2025, the initiative expanded to Gyeongju in the second half of the year in connection with the Asia-Pacific Economic Cooperation (APEC) Summit.

In 2026, the campaign focuses on Busan, which has gained international recognition as a global gastronomic city following the publication of the Michelin Guide. The initiative was prepared to improve convenience and increase visits by international tourists who often face difficulties making restaurant reservations and accessing dining services due to language barriers.

Under the concept of “The Most Local Way to Enjoy Busan,” the campaign introduces more than 300 popular destinations across the city, including Haeundae, Seomyeon, and Gijang.

International visitors can browse recommended destinations through the BE LOCAL tab at the top of the multilingual version of NAVER Maps. They can conveniently access the full process—from receiving discount coupons for local restaurants, including Michelin-selected establishments, to making reservations, payments, and visits through NAVER’s integrated services.

In particular, 85 outstanding restaurants across Busan, including Michelin Guide-selected establishments and restaurants recognized under the “Taste of Busan” program, are currently participating. These restaurants are located throughout areas such as Haeundae, Seomyeon, and Gijang. By the end of the campaign in July, more than 100 additional restaurants are expected to join, bringing the total to over 200 participating restaurants.

The campaign will also be operated as an intensive promotional program throughout June in conjunction with the “BTS World Tour Arirang in Busan” concerts on June 12–13.

In addition to outdoor advertising at major locations such as Busan Station, Haeundae, Gwangalli, and Nampo-dong, digital advertisements will be deployed throughout the travel journey from Incheon International Airport to Busan via KTX.

The city expects the campaign to naturally connect concert attendees with culinary tours featuring participating restaurants before and after the performances, thereby extending the length of stay for international visitors and stimulating local consumption.

Busan Metropolitan City plans to continue expanding cooperation with digital platforms such as NAVER to create an environment in which international tourists can conveniently enjoy Busan’s food, shopping, and culture without language barriers.

With a goal of attracting five million international visitors, the city is fostering culinary tourism as a core tourism content area. The campaign is expected to generate synergies with existing culinary tourism initiatives, while cooperation with private-sector platforms will continue to strengthen the global competitiveness of Busan’s culinary ecosystem.

In addition, the city has produced the “2026 Busan Gourmet Guidebook,” which brings together Busan’s representative culinary brands, including the Michelin Guide, Taste of Busan, and Taxulang. The guidebook was pre-released at the Busan Station Welcome Center in conjunction with the “BTS World Tour Arirang in Busan” concert period.

Before visiting Busan, international tourists can also download the digital edition through Visit Busan, the city’s official tourism platform, at https://visitbusan.net.

Following the English edition, the city plans to produce Chinese and Japanese editions and begin official distribution during the second half of the year. The guidebook will be made available year-round at major tourist information centers, airports, and other locations throughout Busan, enabling international visitors to easily access information on the city’s culinary offerings anytime and anywhere.

The city is also conducting a promotional event through its official Instagram account (@busancity) through June 13 using the culinary map. Participants who write Google reviews for restaurants featured on the map and send them via direct message to the city’s Instagram account will be entered into a drawing to receive gift certificates.

Na Yoon-bin, Director General of the Tourism and MICE Bureau, stated, “Busan is a culinary city that can confidently present everything from Michelin-selected restaurants to long-established local favorites to visitors from around the world. We hope this collaborative campaign with NAVER will introduce Busan’s food and culture to even more international tourists and further establish Busan as a destination people travel to specifically for its cuisine.”