The city of Busan is leveraging its flagship character "Bugi" to support local businesses and boost the content industry. The strategy centers on opening the character's copyright for free to help small and medium-sized enterprises (SMEs) and small business owners expand their revenue base.
Busan Metropolitan City announced on March 31 that it will continue its program granting free use of the copyright for Bugi, the city's official communication character. The program allows local businesses to produce and sell products and content using the character at no licensing cost. It has been operated twice a year — in the first and second halves — since 2021.
Applications for the first half of this year will be accepted for one month from April 1 to 30 through the city's website. The program targets SMEs and small business owners with operations based in Busan. Applicants must submit a business plan, which will be reviewed for suitability and potential damage to the character's image. Results will be announced in May.
Approved companies can develop and sell a variety of products including merchandise and content featuring Bugi. The license is valid for three years and can be extended through reapplication.
The city is also stepping up efforts to support sales channels to broaden the character's commercial use. Through promotional events such as "Goods is Good" and the integrated "Bugi Goods Shopping Mall," an ecosystem has formed with 16 companies currently selling around 200 products. Bugi has also proven its competitiveness by winning the grand prize at the Korea Character Awards.
The city expects the program to enhance local companies' brand competitiveness through character IP and lead to the creation of new content-based businesses. "Bugi is an urban content asset through which citizens and businesses can grow together," a city official said. "We will inject vitality into the local economy through public-private cooperation."