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Busan Metropolitan City’s Communication Character “Boogi” to Participate in Character Licensing Fair 2026

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Busan Metropolitan City announced that its official communication character, Boogi, will participate in Character Licensing Fair 2026, the nation’s largest character festival, to be held at COEX in Seoul for four days from today (July 16) through July 19.

At this year’s event, the City will operate the “Boogi Sauna” promotional booth in Halls A and B1. Inspired by the warm and familiar atmosphere of a traditional bathhouse, the booth is designed to symbolize refreshing relief from the fatigue of everyday life.

In particular, the booth has been designed as an open and easily accessible space where both visitors and buyers can stop by naturally along their route through the exhibition, maximizing accessibility and providing an inviting environment where visitors can experience the charm of the Boogi character firsthand.

Throughout the exhibition, the booth will also host ongoing business meetings with domestic and international companies and buyers interested in collaborative business opportunities utilizing Boogi’s intellectual property (IP).

Companies seeking to develop new content or products based on the Boogi character will be able to visit the booth during the event to discuss practical collaboration opportunities and receive professional consultations.

To help Busan-based companies utilizing Boogi’s intellectual property expand their market reach, the City will also promote consignment sales of Boogi merchandise.

A total of 34 products from six companies will be available for sale, including water-ball keyrings, acrylic magnets, surfing tanning T-shirts, and color-changing glass cups, all designed to bring a refreshing touch to the summer season.

The event will also showcase collaborations with Songwol Towel, one of Korea’s leading towel brands, and Maekkeun Research Institute, a lifestyle brand inspired by local bathhouse culture.

In collaboration with Songwol Towel, a company with more than 70 years of history, the City will launch the “Boogi × Songwol Towel Collection,” featuring two types of towels—bath towels and exfoliating towels—which will be sold on-site. During the event, Songwol Towel will also co-host the “Boogi Telepathy Test” on its Instagram account. Participants selected through a drawing will receive one of ten Songwol premium towel sets.

In addition, through its collaboration with Maekkeun Research Institute, a lifestyle brand rooted in local bathhouse culture, the City will promote the event in partnership with three public bathhouses in Busan: Geumcheon Park Hot Spring, Bongnae Bathhouse, and Wooseong Bathhouse.

A variety of on-site events will also be offered for buyers and general visitors attending the exhibition.

The first 100 buyers and licensing professionals who participate in business consultations related to Boogi’s intellectual property (IP) will receive a limited-edition “Boogi Sauna” keyring. Visitors who upload photos taken at the promotional booth to their personal social media accounts will also have an opportunity to use a capsule prize machine, with randomly awarded prizes including towel sets, exfoliating towels, and stickers.

Oh Mi-kyung, Spokesperson for Busan Metropolitan City, said, “Our participation in Character Licensing Fair 2026 will provide an excellent opportunity to introduce the brand value of Boogi, Busan’s beloved communication character, to audiences across the country. Through consignment sales of summer-themed products aligned with the event concept and a variety of business programs, we will continue to support mutually beneficial cooperation so that local content companies can generate tangible sales and strengthen their capacity for sustainable growth.”