Busan is good

Asia’s Largest International Advertising Festival, 2026 Busan International Marketing Advertising Festival, Opens

내용

Busan Metropolitan City, led by Mayor Chun Jae-soo, announced that the 2026 Busan International Marketing Advertising Festival (MAD STARS 2026, hereinafter “the festival”) will be held for three days from today, August 26, through August 28 at Signiel Busan and throughout the Haeundae area under the theme “AMPLIFY: Expanding Possibilities.”

The Busan International Marketing Advertising Festival is Asia’s largest and Korea’s only international advertising festival, and this year marks its 19th edition. The event is organized by the Busan International Marketing Advertising Festival Organizing Committee and supported by Busan Metropolitan City and the Ministry of Culture, Sports and Tourism.

Major events include the opening ceremony at 17:00 on August 26, the awards ceremony at 17:00 on August 28, and competitions running from August 25 to 28.

The opening ceremony will take place at 17:00 today, August 26, at Signiel Busan, where the International Honorary Award and Achievement Award will be presented to individuals or organizations that have contributed to the advancement of the advertising industry.

The International Honorary Award will be presented to Raja Rajamannar, who has expanded Mastercard’s flagship brand asset, “Priceless,” into a global platform and advanced innovative marketing strategies. The Achievement Award will be presented to Lim Ji-young, President of the Korea Advertising Film Producers Association, in recognition of her contributions to improving the advertising film production environment and protecting creators’ rights.

In particular, this year, 2026, the festival is introducing new changes to its entry system and event operations in response to the rapidly evolving industrial landscape and the age of artificial intelligence.

Entry categories have been reorganized into the “SOLUTION Group” and the “POSITIVE IMPACT Group,” while “Health Stars,” focusing on health and well-being, and “Use of AI,” evaluating the creative application of artificial intelligence technologies, have been newly established. The festival will also disclose whether and how AI was used in every entry, strengthening the transparency and fairness of the judging process.

AI-powered multilingual services will also be introduced for the first time at the conference and exhibition. At the conference, participants will be able to receive real-time interpretation of presentations in their preferred language through their personal smartphones. At the exhibition, information on works will be provided in eight languages, including Korean, English, Japanese, and Chinese, improving accessibility and convenience for participants from Korea and abroad.

The festival will bring together world-renowned experts, a country spotlight program, and the next generation of advertising professionals, offering a look at emerging trends and visions in the global creative industry.

Raja Rajamannar, recipient of the International Honorary Award, will be joined by current professionals from leading global companies including Publicis London, Cheil Worldwide, and Japan’s POLA. They will offer a wide range of in-depth insights and solutions on marketing strategies responding to technological, data-driven, and cultural changes, as well as creativity in the age of AI.

The Philippines has been selected as the first featured country for the newly introduced country spotlight program. The program will highlight the country’s creative industry through exhibitions of major campaigns and past festival award-winning works, along with conferences and networking programs.

In addition, 63 junior advertising professionals from nine countries will participate in NEW STARS, while 93 undergraduate and graduate students from 10 countries will take part in YOUNG STARS, presenting creative ideas and campaigns. Winners will be announced at the awards ceremony on August 28, and YOUNG STARS winners will be offered internship opportunities at major advertising agencies in Korea and abroad.

Meanwhile, to make advertising and marketing content more accessible and engaging for the public, the “2026 Busan International Marketing Advertising Festival Creative Popup” will be held separately at Domoheon from September 10 to 13. The event will be open to everyone free of charge.

Further information about the festival is available on the official Busan International Marketing Advertising Festival website at madstars.org.

Mayor Chun Jae-soo said, “Through this innovative platform where artificial intelligence and creativity come together, we will lead the rapidly changing global marketing and advertising industry and actively support the exchange and spread of creative ideas and technologies from around the world here in Busan.”

He added, “We will do our utmost to ensure that the Busan International Marketing Advertising Festival firmly establishes itself as a global platform where professionals, companies, and creators from Korea and around the world can grow together.”