‘INTO K-POP, INTO BUSAN’ in Conjunction with Major K-Pop Concerts
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‘INTO K-POP, INTO BUSAN’ in Conjunction with Major K-Pop Concerts
□ In June 2026, Busan Metropolitan City commences a full-scale K-pop tourism campaign, enabling Korean and overseas concertgoers to discover not only the performances themselves but also the city’s food and culture.
○ The campaign coincides with the BTS World Tour Arirang IN Busan on June 12–13 and the Busan One Asia Festival on June 27–28.
□ The core message is ‘INTO K-POP, INTO BUSAN.’
○ The message conveys the idea that K-pop fans can enjoy concerts in Busan while also deepening their connection with the city’s beaches, night views, gastronomy, and festivals.
○ The message is embedded in gateway welcome initiatives, culinary events, online content, live coverage, partnerships with local businesses, tourism voucher design, and souvenirs, expressing Busan’s hospitality and identity and making it visible throughout the city.
□ The campaign is notable for moving beyond one-way public communication and embracing a public-private collaborative branding model.
○ Collaborators consist of Daesun Distilling, BNK Busan Bank, and the Busan Tourism Organization, ensuring that domestic and international audiences are naturally exposed to Busan’s city brand via tourist and consumption activities.
□ On May 27, Daesun Distilling released one million ‘Daesun K-POP Promotion Edition’ bottles featuring the ‘INTO K-POP, INTO BUSAN’ slogan.
○ Those visiting Busan are thus able to savor the city’s vibrant atmosphere in restaurants, markets, and convenience stores.
□ Busan and BNK Busan Bank will issue a commemorative Dongbaekjeon Tourism Voucher and provide exclusive merchandise to purchasers.
○ The Dongbaekjeon Tourism Voucher is a local currency valid at affiliated merchants in Busan and offers a 15% discount. A total of 2,000 vouchers (50,000 won each) are available on June 12–13 at the Busan Station Plaza pop-up store and the tourism photo wall next to the arrival hall on the first floor of Gimhae International Airport.
○ Applying campaign visuals to the voucher design aims to elevate visitors’ engagement with the Busan brand. Mother-of-pearl keyrings and hanji stickers depicting Boogi and campaign artwork are expected to appeal to fandom culture and generate social media buzz.
□ The campaign follows a five-stage journey: Welcome, Taste, Experience, Stay, and Share.
○ The ‘Welcome’ segment comprises a 5-meter Boogi photo zone with the message ‘Hello Again, Busan Welcomes You!’ at Busan Station Plaza, digital greetings at transportation hubs, and integrated information services linked to the city website and the Visit Busan portal.
○ The ‘Taste’ segment comes to life through the ‘Busan Taste Road’ event and a special edition of the English-language newspaper ‘Busan is good,’ which includes Google Maps QR codes for easy access to eateries, attractions, and celebrations. Live YouTube streams of the Gwangalli M Drone Light Show, BTS fan interviews, and on-site travel clips enhance the ‘Experience’ segment.
○ For the ‘Stay’ segment, AI-based short dramas and K-pop landmark videos encourage extended visits. In the ‘Share’ segment, live broadcasts on BusanTube and fan-perspective posts from media creators spread the excitement around the globe.
* BusanTube Live Streaming: youtube.com/@Busan_is_good
□ Busan is committed to helping attendees explore both world-class concerts and the city’s unique charms while solidifying its position as a global tourism destination worth revisiting.
