Busan is good

2026 Busan Brand Festa to Be Held

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Busan Metropolitan City, led by Mayor Chun Jae-soo, announced that it will host the 2026 Busan Brand Festa together with Busan CBS for three days from July 10 to 12 at Exhibition Hall 1 of BEXCO.

Now in its eighth year, the Busan Brand Festa is Busan's signature consumer festival designed to expand market opportunities for local businesses, stimulate consumption, and revitalize the local economy.

During the event, the Public-Private Integrated Regional Product Purchasing Consultation, jointly organized with the Korea SMEs and Startups Agency for Distribution and Marketing, will also take place to provide broader business opportunities for local companies.

In addition, the Korea Securities Depository, Korea Asset Management Corporation, Korea Housing Finance Corporation, Korea Technology Finance Corporation, BNK Busan Bank, and Korea Environment Corporation, all of which actively practice ESG management, will participate as sponsoring organizations to support the growth of local businesses.

The opening ceremony will be held at 2:00 p.m. on July 10, with Mayor Chun Jae-soo in attendance to encourage local SMEs and small business owners.

This year's Busan Brand Festa has been expanded in both scale and substance in line with the implementation of the "100-Day Emergency Measures for Busan People's Livelihoods," with the goal of expanding sales channels for local businesses and boosting consumer spending. A record 187 local companies will participate, showcasing Busan's outstanding products and technologies, while nine special exhibition zones will provide visitors with a wide variety of attractions and shopping opportunities.

The event will feature the Busan Prestigious Local Companies Pavilion, honoring companies that have long supported the city's economy, as well as first-time special zones including the Seafood Direct Market, Bakery Road, and Green Products Pavilion. Returning exhibition areas include the Busan Social Economy Enterprise Pavilion, Dongbaek Store Pavilion, Star Small Business Pavilion, Busan Tourism Enterprise Pavilion, and Busan Outstanding Furniture Pavilion.

Numerous local brands popular among the MZ generation and tourists will also participate. These include Busan's signature coffee brand Young Coffee, popular bakery destinations Busandang and La Feuille, the lifestyle select shop Luft Mansion in Haeridan-gil, and Michelin Guide-recognized vegan restaurant Arp, offering visitors a diverse range of culinary and lifestyle experiences.

BNK FEARX, Korea's first region-based esports team, will meet esports fans during the event, while camping equipment brand Tebler will create a camping-themed rest area inside the venue to provide visitors with a unique experience.

Visitors will also be able to explore products and technologies spanning beauty and fashion, health, living and interior design, technology, and services.

In addition to special discounts, a wide range of side events—including booth activities, prize giveaways, and hands-on programs—will be available for visitors.

Highlights include a stamp tour and prize event throughout the exhibition hall, cash coupon promotions for purchasers, a merchandise event in collaboration with popular food YouTuber Chureopkyeon, and a live drawing show by Mind C, creator of the popular Naver webtoon Will You Marry Me. These activities are expected to provide enjoyable memories for families, friends, and visitors.

Admission is free. Detailed information about the event is available on the Busan Brand Festa website at www.bbf.show.

On the opening day, July 10, the Public-Private Integrated Regional Product Purchasing Consultation will also be held to provide practical business opportunities for companies facing challenges in product promotion and sales.

In addition to the regional public institution purchasing consultation that has been jointly promoted with the Busan Regional Office of SMEs and Startups, this year's program has been expanded through cooperation with the Korea SMEs and Startups Agency for Distribution and Marketing under the Ministry of SMEs and Startups. Simultaneous consultations will include meetings with merchandising managers from small business distribution platforms, SME marketing buyers, and MRO purchasing managers, creating a comprehensive sales channel support program covering both public procurement and private distribution networks.

Mayor Chun Jae-soo stated, "The Busan Brand Festa is a festival for Busan companies that have developed products in Busan and nurtured them into businesses that are now creating new markets and new opportunities." He added, "I am confident that today's event will reaffirm the growth potential of our local companies and serve as a meaningful occasion that generates new vitality for the Busan economy."