Busan is good

Designing Busan’s Signature Flavor… Launch of the World Design Capital Brand “Busan Sea Pizza (WDC PIZZA)”

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Busan Metropolitan City (Mayor Chun Jae-soo) announced that it will hold the official launch event today (July 21) at 5:00 p.m. at Lee Jae-mo Pizza’s Seomyeon Jungang Branch to celebrate the first anniversary of Busan’s designation as the 2028 World Design Capital (WDC) and officially introduce “Busan Sea Pizza (WDC PIZZA),” developed in collaboration with Busan’s leading culinary brand, Lee Jae-mo Pizza.

Approximately 80 guests, including the Mayor, the CEO of Lee Jae-mo Pizza, representatives of local businesses, young people, and workers with disabilities, are expected to attend the event to celebrate the debut of a new World Design Capital (WDC) Busan brand.

The event will feature a congratulatory video message from the President of the World Design Organization (WDO) and promotional ambassador Lee Jun-ho, an introduction to the concept behind the new menu, a launch performance involving participants from diverse communities, and a tasting session.

The newly created Busan Sea Pizza (WDC PIZZA) combines Busan’s marine cultural assets with one of the city’s signature culinary brands to provide lifestyle-oriented content that allows citizens to experience design in their everyday lives.

Busan Sea Pizza (WDC PIZZA) is the first signature seafood menu introduced since the founding of Lee Jae-mo Pizza. It features premium pollock fish cake made from 100 percent pollock produced by Busan-based local company Goraesa Fish Cake, along with Busan pollock roe and Gijang green onions, showcasing the distinctive culinary identity of Busan through locally sourced ingredients.

Its fish cake design, inspired by the waves of Gwangalli Beach, and generous seafood toppings visually express the dynamism and vibrancy of Busan as a maritime city, creating a design-driven menu that delights both the eye and the palate.

In addition, the set beverage, “WDC Midnight Purple,” perfectly embodies the official brand color of the 2028 World Design Capital (WDC) Busan by combining red, symbolizing the passion and energy of Busan’s citizens, with blue, representing openness and connectivity, to create a vivid purple.

To celebrate the launch of Busan Sea Pizza (WDC PIZZA), Busan Metropolitan City has also prepared a variety of events for citizens and visitors to enjoy.

From July 22 through August 31, customers who try Busan Sea Pizza, take a verification photo, and participate in the event through the official World Design Capital Busan Instagram account at https://www.instagram.com/worlddesigncapitalbusan2028 will be entered into a drawing, with 50 winners receiving a Busan Sea Pizza (Large) voucher.

Customers who purchase Busan Sea Pizza (WDC PIZZA) at participating offline stores will also receive a limited-edition magnetic souvenir created through the collaboration between the 2028 World Design Capital (WDC) Busan and Lee Jae-mo Pizza on a first-come, first-served basis.

Building on this collaboration, Busan Metropolitan City plans to expand it into a sustainable city branding model that integrates design with leading local brands. The city will continue to discover public-private design collaboration projects across various sectors and establish a sustainable content ecosystem in partnership with local businesses.

In particular, in response to last year’s record-high increase in international visitors, the city will strengthen promotional activities linked to culinary influencer tourism programs and develop experiential tourism products that allow cruise passengers and domestic and international tourists to enjoy both Busan’s design and culinary culture.

Through these initiatives, Busan Metropolitan City aims to further enhance its global city image by combining its design competitiveness with the brands of local businesses to create distinctive experiential culinary content.

Mayor Chun Jae-soo said, “The 2028 World Design Capital Busan is a process of discovering and expanding the value of design in the daily lives of our citizens. Through diverse collaborative projects with local businesses centered on design, we will maximize the appeal of the Busan city brand.”