Busan is good

“Explore Busan, Sail the City”... Busan Metropolitan City to Operate Brand Shop Pop-up at Shinsegae Simon Busan Premium Outlets

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Busan Metropolitan City, led by Mayor Chun Jae-soo, and Design Council Busan announced that they will operate the “Busan Brand Shop (Big Shop) Pop-up Store” at the SOUTH Central Plaza of Shinsegae Simon Busan Premium Outlets from today, August 28, through August 30.

The pop-up store will be open daily from 10:30 a.m. to 9:00 p.m. during the event period and is free for anyone to visit.

Held under the theme “Explore Busan, Sail the City,” the pop-up store features spaces and content depicting Boogi, the city’s communication character, enjoying Busan’s summer sea after completing a voyage. It is designed to help visitors experience Busan’s city brand in a friendly and accessible way.

The venue consists of a sales and exhibition zone, promotional zone, activity zone, and event zone, offering content that allows visitors to see, enjoy, and take home a piece of Busan.

The sales and exhibition zone brings together distinctive products from 28 local companies, including fashion apparel, stationery, and merchandise featuring Boogi, the city’s communication character.

Through the pop-up, the city expects to introduce visitors to a diverse range of Busan products and content while helping strengthen the brand competitiveness of local companies and stimulate the local economy.

The promotional and activity zones offer a variety of interactive content through which visitors can see and experience Busan’s city brand and summer sea firsthand.

The promotional zone features a photo area with a large inflatable Boogi figure and a dedicated Busan city-brand promotion area, allowing visitors to encounter the city brand naturally.

The activity zone offers children’s programs themed around the “Busan Sea.” Activities include a wrapping experience and “Draw Your Own Sea Forest,” in which participants create artwork using stamps inspired by seaweed from Busan’s waters, providing an engaging way to experience the image of Busan.

Children’s programs will be offered at designated times depending on on-site operating conditions during the event. Further details will be available at the venue.

A variety of on-site events will also be held for visitors.

Customers who purchase at least KRW 20,000 worth of products at the pop-up store may choose one local-product benefit, such as a small potted plant, a repotting service, or a dessert.

An “Explore Busan Prize Draw” will also be held for up to 50 participants each day, with various prizes prepared in collaboration with Busan-based companies awarded at random.

Through the pop-up store, Busan Metropolitan City plans to broaden the external reach of the Busan Brand Shop and create more opportunities for residents and tourists to encounter Busan’s city brand and local products in everyday shopping spaces.

The event was made possible after Shinsegae Simon, sharing the goal of revitalizing the local design industry and promoting Busan’s city brand, provided event space in the central plaza of Busan Premium Outlets.

Going forward, the city plans to continue developing a variety of programs that combine product sales with hands-on experiences through partnerships between the Busan Brand Shop and private-sector retail facilities, while steadily expanding the scope of the Busan Brand Shop’s operations.

Moon Jeong-ju, Director General of the Future Design Headquarters, said, “We hope this pop-up store will provide an opportunity for residents and tourists to discover Busan’s products and content up close. We will continue to do our utmost to widely promote the city brand and create diverse opportunities for mutually beneficial growth with local companies.”