Busan launches new initiatives to support foreign students and promote tourism through a partnership with the local post office. Discounts on shipping and financial services aim to attract global talent, while custom stamps showcase the city's iconic events like the Busan Fireworks Festival.
BUSAN, February 18, 2025 – In a strategic move to enhance its global appeal, Busan has announced a new initiative aimed at supporting foreign students and promoting its tourism industry through a partnership with the Busan Regional Post Office. The agreement, signed today at Busan City Hall, introduces logistical and financial benefits for international students while leveraging postal services to increase global awareness of Busan’s cultural attractions.
The initiative is part of Busan’s broader effort to position itself as a leading global city. With declining birth rates and increasing youth migration to Seoul, regional cities like Busan are actively seeking ways to attract and retain young talent. One key strategy is the city’s goal of welcoming 30,000 foreign students by 2028, making it one of South Korea’s most internationalized urban centers. Through this new agreement, Busan aims to improve the quality of life for foreign students while simultaneously strengthening its tourism brand on the global stage.
As South Korea experiences a shrinking university-age population, attracting international students has become a critical economic and educational strategy. To remain competitive, Busan is rolling out support measures that reduce costs and improve living conditions for foreign students studying at its universities.
Under the new agreement, international students in Busan will receive a 10% discount on EMS (Express Mail Service) shipping, with an additional 3% discount for online bookings made through the post office app. This initiative aims to ease the financial burden of shipping costs for students who frequently send packages to and from their home countries. To qualify, students must hold a D-2 (Student), D-4 (Training), or D-10 (Job-Seeking) visa and present their foreign registration card when using postal services.
Beyond shipping discounts, the partnership introduces expanded financial services for foreign students. The Busan Regional Post Office will now offer international students the ability to open post office bank accounts, transfer money abroad, and access fee-free financial transactions. This measure is expected to streamline banking for students unfamiliar with the Korean financial system, making it easier for them to manage expenses and send money home.
Busan’s education and international affairs officials believe that such incentives will not only help retain current students but also attract new international applicants. By reducing logistical and financial barriers, Busan is positioning itself as one of South Korea’s most student-friendly cities.
In addition to foreign student support, the agreement takes a creative approach to city branding by launching a special-edition "Busan Fireworks Festival" commemorative stamp. As part of the city’s ongoing effort to solidify its reputation as a global travel destination, the stamps will showcase the vibrant and world-famous annual fireworks event that draws millions of visitors each year.
The stamps will be available for pre-order from February 20 to March 19 through the Busan Regional Post Office website and selected post office branches. Officials hope that these custom stamps will serve as a unique collectible for both tourists and stamp enthusiasts, expanding awareness of Busan’s rich cultural and festival scene.
City representatives also view this initiative as an opportunity to revitalize traditional stamp culture, which has seen a decline in the digital age. By linking postal services with modern tourism marketing, Busan is creating a new avenue to showcase its landmarks, events, and attractions to both domestic and international audiences.
The partnership between Busan City and the Busan Regional Post Office reflects a broader strategy to counter regional population decline, enhance global outreach, and strengthen its economic foundation.
The economic significance of attracting foreign students extends beyond universities—a growing international student community means increased demand for housing, local businesses, cultural exchanges, and tourism. By creating an environment where foreign students can thrive, Busan not only secures a future labor force but also enhances its global connectivity.
Meanwhile, the use of custom stamps as a tourism marketing tool highlights Busan’s commitment to innovative city branding. Similar strategies have been employed in cities like London, Tokyo, and Barcelona, where cultural branding through collectibles, digital campaigns, and partnerships with private entities has boosted tourism revenues and international recognition.
City officials believe that continued collaboration with private and government organizations will be key to Busan’s long-term success. Expanding public-private partnerships will allow the city to introduce more global-friendly services, improve urban infrastructure, and create stronger cultural connections with the international community.
The new initiatives signal Busan’s proactive approach to embracing globalization, focusing on both education and tourism as key pillars of its economic growth. With an ambitious plan to attract 30,000 foreign students by 2028, the city is proving that it is serious about creating a welcoming, accessible environment for international residents.
At the same time, by using postal services as a platform for cultural promotion, Busan is demonstrating a forward-thinking approach to city branding—one that taps into both nostalgia and modern tourism trends. The city’s ability to blend tradition with innovation will be crucial in differentiating itself from other major destinations in South Korea and beyond.
