BE LOCAL with Naver: Culinary and Cultural Journey in Busan
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BE LOCAL with Naver: Culinary and Cultural Journey in Busan
□ Busan Metropolitan City, together with Naver, is running the BE LOCAL campaign until July 19, 2026, in order to introduce inbound visitors to Busan’s popular restaurants, cafés, stores, and other hotspots via Naver Map.
□ Spearheaded by Naver, the BE LOCAL campaign offers information on attractions nationwide. Following its debut in Seoul in the first half of 2025, the campaign expanded to Gyeongju in conjunction with the 2025 APEC Economic Leaders' Meeting.
○ In 2026, the campaign places a special spotlight on Busan, which has gained recognition as a global culinary destination thanks to its growing presence in the Michelin Guide. This initiative is designed to help make travel more convenient by addressing language barriers surrounding reservations and access to dining options.
□ Under the theme ‘Experience Busan Like a Local,’ the campaign features approximately 300 establishments across the city, including those in Haeundae, Seomyeon, and Gijang.
○ Users can explore recommended locations through the BE LOCAL tab on the multilingual version of Naver Map, which also allows them to browse coupons, book tables, complete payments, and manage their visits.
□ Currently, 85 restaurants—Michelin Guide and Taste of Busan selections, as well as many notable eateries—are listed; the number of participating eateries is projected to exceed 200.
※ Major restaurants
① Haemok Haeundae
② Geodae Galbi
③ Anmok Seomyeon
④ Eonyang Bulgogi Busanjip
⑤ Meerok Super
⑥ Jin Dweji Gomtang
⑦ 611WoodFire
⑧ Uri Pocha Main Branch
⑨ Bong Sikdang
⑩ Shunsai Kubo Hwamyeong
□ Busan plans to continue broadening cooperation with digital ecosystems such as Naver to create an environment where people from abroad can seamlessly enjoy the city’s food, shopping, and culture without language-related challenges.
○ With the goal of drawing five million overseas guests, Busan is busy fostering gastronomic tourism as a key strategy. The BE LOCAL campaign is expected to complement existing municipal efforts, while partnerships with private sector service providers will further strengthen the city’s position internationally.
