Busan is good

Wider Distribution of Gohwaye, Busan’s Signature Cultural Heritage Brand

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Wider Distribution of Gohwaye, Busan’s Signature Cultural Heritage Brand

□ Busan Metropolitan City and the Busan Intangible Cultural Heritage Association have broadened the presence* of Gohwaye, the city’s official brand rooted in local intangible traditions. Most recently, Gohwaye items became available at two additional retail locations.

* 1st outlet (2022): Busan Traditional Art Museum; 2nd outlet (2023): Busan Design Store; 3rd outlet (2025): Busan City Hall Convenience Store; 4th outlet (2025): BIG SHOP

○ First launched in 2021, Gohwaye is part of a municipal initiative to reimagine and promote Busan’s legacy in ways that resonate with everyday life.

○ The name is a combination of ‘Go’ (meaning ‘ancient’) and ‘Ye’ (meaning ‘art’), embodying timeless craftsmanship with a modern flair. It also echoes a regional dialect word for ‘pretty.’ Gohwaye gives both residents and tourists a meaningful connection to Busan’s cultural richness.

□ Between 2021 and 2024, Gohwaye rolled out a total of 35 original designs, with six more scheduled for release in 2025.

○ ▲ 2021 (7): mood light, fan, AirPods case, t-shirt, tumbler, drinking glass, mug

▲ 2022 (11): bookmark, 2 eco-friendly tote bags, coaster, 2 handkerchiefs, 2 mood lights, hardcover notebook, memobottle, soju glass set

▲ 2023 (10): 2 air fresheners, dipping bowl, scarf, coaster, golf marker set, somaek brassware, brass plate, goblet, highball glass

▲ 2024 (7): diffuser, jug, power bank, Hadan sailboat muddler, embroidered towel, picnic blanket, anchovy & wave paper clip

▲ 2025 (planned 6): Music box, metal badges (Set of 4 Pins), masking tape, handkerchief, keyring, plastic tray

□ Visit www.gohwaye.com or call the Busan Traditional Art Museum at 051-758-2530 for further information.

□ Operated by the Busan Intangible Cultural Heritage Association, the Busan Traditional Art Museum is Korea’s first institution dedicated to reinterpreting and commercializing intangible cultural elements. It plays a vital role in raising public awareness and supporting the financial independence of heritage holders and their successors through merchandise sales.

Where to Find Gohwaye

Where to Find Gohwaye

Store	Address	Seller
Busan Traditional Art Museum	63 Suyeong-ro 521beon-gil, Suyeong-gu	Busan Intangible Cultural Heritage Association
Busan Design Store	57 Centum dong-ro, Haeundae-gu	Design Council Busan
BIG SHOP	87-1 Gwangbok-ro, Jung-gu	Design Council Busan
Busan City Hall Convenience Store	1001 Jungang-daero; Yeonje-gu	Bugyeong
Online	www.gohwaye.com	Busan Intangible Cultural Heritage Association