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[Herald Economy (Busan)=Reporter Jeong Hyeong-gi] On the 28th, Busan City announced it will actively promote itself as a global K-pop tourism destination to domestic and international fans coming for the BTS concerts in June.
The campaign’s mantra is INTO K-POP, INTO BUSAN. It invites fans to carry the concert thrill into Busan’s coastline, skyline views, food scene, festivals and local culture.
The promotion connects with the BTS World Tour Arirang IN Busan on June 12–13 and the Busan One Asia Festival on June 27–28.
The city will roll out the message across arrival welcome programs, food-tourism events, online content, live on-site programming, local brand collaborations, tourism voucher designs and special merchandise. The goal is for visitors to encounter Busan’s charm and hospitality all around the city.
To make sure domestic and international fans naturally experience Busan’s city brand during their sightseeing and spending, the city is partnering with Daesun Brewery Co., Ltd., BNK Busan Bank and the Busan Tourism Organization.
As part of this public-private branding push, Daesun Brewery will release a limited Daesun K-POP Promo Edition—one million bottles—bearing the INTO K-POP, INTO BUSAN slogan on the 27th. The city and BNK Busan Bank will also produce a special edition Dongbaekjeon tourism voucher and award exclusive merchandise to purchasers.
The campaign is structured around five fan-journey themes: Hospitality, Cuisine, Experiences, Stays and Amplification. It will especially spotlight Busan’s culinary tourism through a special edition of the city’s English newspaper, Busan is Good.
Oh Mi-kyung, the city spokesperson, said, “This public-private branding promotion is designed so domestic and international fans visiting Busan can comfortably enjoy not just the concerts but also the city’s food, attractions, festivals and local content. We want visitors to feel Busan’s charm naturally, wrapped in warm hospitality.”
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