Busan Metropolitan City is accelerating the branding of its self-sufficiency policies by registering its flagship self-sufficiency policy brand "ALL-LIVE (올리브)" as a trademark with the Korean Intellectual Property Office—the first local government in the nation to do so. The move is seen as institutionally solidifying the "Busan-style self-sufficiency model," which extends beyond welfare policy to encompass local economic development and value-based consumption.
Busan announced on January 29 that it has registered its self-sufficiency policy brand "ALL-LIVE" as a trademark with the Korean Intellectual Property Office. This marks the first time a local government in Korea has developed and officially registered a self-sufficiency policy brand as a trademark.
"ALL-LIVE" is a policy brand that reimagines the previously undervalued image of self-sufficiency programs, carrying the meaning of "ALL living well together in Busan (LIVE)." It aims to go beyond simple welfare support to promote self-reliance, regional mutual prosperity, and the spread of value-based consumption.
The brand serves as the policy identity for the "Busan-style Self-Sufficiency Innovation Project," which officially launched in June as the first of its kind nationwide. Citizens, experts, and field participants collaborated to develop the naming and design. To enhance participants' pride and strengthen policy awareness, the city filed for service mark registration with the Korean Intellectual Property Office in August and completed final registration on November 26.
Going forward, the city plans to actively utilize "ALL-LIVE" as a core policy brand that simultaneously achieves stable self-reliance for vulnerable populations, revitalization of local commercial districts, and the spread of value-based consumption. The plan is to establish a structure where self-sufficiency program participants grow not as mere welfare recipients but as producers, consumers, and supporters, enabling local commercial districts and self-sufficiency enterprises to develop together.
With the trademark registration as a turning point, the city plans to significantly expand related programs. Next year, to support the self-reliance of low-income households struggling with high prices, Busan will increase the number of "ALL-LIVE Markets" from 70 this year to 100 and double the purchase points per participant from 100,000 won to 200,000 won.
ALL-LIVE Market is Korea's first virtuous-cycle self-sufficiency market where a portion of revenue directly generated by self-sufficiency participants is accumulated as points, reconnected to consumption, and the resulting sales are 100 percent reinvested in self-sufficiency programs. This year, the city operated 70 ALL-LIVE Markets and provided 100,000 won in points per person to 1,891 participants, establishing a structure linking self-reliance, consumption, and donations.
Additionally, in March next year, the city plans to hold a "Mobile ALL-LIVE Market Sales Exhibition (tentative name)" to directly showcase products made by self-sufficiency participants to citizens. The city will also promote "Donation IN ALL-LIVE Market" and the "Self-Sufficiency ALL-LIVE Comprehensive Health Checkup Support Program (tentative name)" to spread donation culture and support participants' health-based self-reliance.
Mayor Park Hyung-joon said, "This trademark registration of 'ALL-LIVE' is a meaningful achievement of Busan-style self-sufficiency innovation aimed at realizing a Busan where everyone lives well together, beyond just self-sufficiency." He added, "We will consistently apply the brand across all self-sufficiency policies and develop ALL-LIVE into an excellent model that can spread nationwide."
