WDC PIZZA Integrates Design with Flavor to Celebrate World Design Capital
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WDC PIZZA Integrates Design with Flavor to Celebrate World Design Capital
□ On July 21, 2026, at 17:00, Busan Metropolitan City conducted the launch ceremony for WDC PIZZA at Lee Jae Mo Pizza's Seomyeon Central branch. The commemorative menu was jointly unveiled with Lee Jae Mo Pizza to mark the one-year milestone of Busan's designation as the 2028 World Design Capital (WDC).
□ WDC PIZZA is a lifestyle-oriented initiative that brings together Busan's maritime cultural identity and one of the city's iconic restaurants, allowing people to encounter design in their daily lives.
○ WDC PIZZA is the first signature seafood pizza introduced since Lee Jae Mo Pizza was founded. It features premium fish cakes crafted from 100% pollock by Busan-headquartered Goraesa, along with distinctive ingredients such as salted pollock roe and Gijang green onions, capturing the city's unique gastronomic appeal.
○ The pizza visually expresses the vitality and dynamism of a coastal metropolis using fish cakes shaped like the waves of Gwangalli and abundant seafood toppings, making it a delight for both the eyes and the palate.
○ The accompanying drink, WDC Midnight Purple, mixes red—symbolizing the passion and spirit of the Busan community—with blue—representing openness and connectivity—to create purple, the official color of the 2028 World Design Capital Busan.
□ Related promotional activities have been prepared for customers.
○ From July 22 to August 31, those who post a picture of WDC PIZZA on Instagram (https://www.instagram.com/worlddesigncapitalbusan2028) will be entered into a draw, with 50 winners receiving vouchers for a large WDC PIZZA.
○ Participating stores are distributing exclusive magnets on a first-come, first-served basis.
□ Busan seeks to build a co-prosperity model by leveraging design partnerships with local businesses while also fostering a sustainable content ecosystem.
○ In response to last year's record-high number of overseas arrivals, the city will reinforce marketing efforts through food influencers.
○ Targeting cruise passengers and domestic and international visitors, it will also develop interactive tourism products that incorporate Busan's design competitiveness and culinary heritage, further enhancing its global image.
□ Mayor Chun Jae-soo said, "Being selected as the 2028 World Design Capital reflects a journey toward embedding design more deeply into everyday life and expanding its role. We will maximize the city’s brand value by pursuing diverse collaborative ventures with the private sector and harnessing the potential of design."
