Daesun Distilling, a leading liquor company in Korea's southeastern region, is rolling out a campaign to welcome global fans ahead of major K-pop concerts in Busan. Through a limited-edition product launched in partnership with the Busan Metropolitan Government, the company is supporting a city marketing initiative that combines K-pop, tourism, and a regional brand.
Daesun Distilling announced Friday that it will release a limited-edition "Daesun K-POP Edition" to coincide with the major K-pop concert season set to take place in Busan in June.
The campaign was designed in connection with Busan's strategy to promote itself as a global K-pop tourism destination. Busan has recently hosted a series of major K-pop events, including BTS concerts and the Busan One Asia Festival (BOF), expanding its presence as a global tourism and cultural city.
The Busan Metropolitan Government has adopted "INTO K-POP, INTO BUSAN" as the central slogan of the campaign. The slogan conveys the experience of enjoying K-pop alongside Busan's beaches, cuisine, festivals, and urban culture.
In line with this, Daesun Distilling is unveiling the limited-edition product so that domestic and international tourists visiting Busan can naturally experience the K-pop festival atmosphere in everyday venues such as restaurants, convenience stores, and large supermarkets. A total of 1 million bottles of the "Daesun K-POP Edition" will be produced and distributed primarily through Busan's major commercial districts and retail channels.
The campaign is drawing attention not merely as a product launch but as a public-private branding initiative that combines a leading regional brand with city tourism content.
"We planned this edition to help promote Busan's appeal to the world through the powerful global content of K-pop," said Choi Hong-sung, CEO of Daesun Distilling. "We hope fans from around the world will create special memories in Busan together with Daesun."
Along with the limited-edition launch, Daesun Distilling plans to roll out the "INTO K-POP, INTO BUSAN" campaign across both online and offline channels, helping spread Busan's festive atmosphere.
