Busan Unveils ‘Global Hub City Index’ at World City Brand Forum

Busan, South Korea – Busan hosted the “2024 Busan World City Brand Forum” today at Nurimaru APEC House, bringing together global experts in city branding, marketing, and design to discuss strategies for positioning Busan as a "Global Hub City." Notable speakers included Simon Anholt, known for pioneering the concept of nation branding, and representatives from Kearney and the World Design Organization.

Central to the forum was the introduction of the “Global Hub City Index,” a new tool unveiled by Mayor Park Heong-joon. The index aims to measure and enhance Busan’s global competitiveness and resident quality of life. “Our vision is to make Busan a city where citizens experience the benefits of international growth,” said Mayor Park.

The forum featured approximately 100 participants, including branding and design experts who shared insights into building successful city brands. In his keynote, Simon Anholt emphasized the importance of creating a brand rooted in shared values rather than slogans, noting that effective city branding impacts both residents and visitors.

Rudolph Lohmeyer from Kearney presented on evaluating city competitiveness, sharing examples from cities that have bolstered their brand on a global scale. Lohmeyer remarked, “To build a compelling global brand, cities must blend innovation with authenticity,” adding that Busan’s coastal location is a distinct advantage in its branding efforts.

The newly launched Global Hub City Index will serve as a benchmark for Busan’s branding initiatives, assessing factors such as livability, economic resilience, and cultural appeal. Although specific details on indicators were not disclosed, the city indicated the index would combine objective measurements with goals focused on citizen satisfaction.

Now in its second year, the forum builds on initial branding discussions from 2023. Last year, the “Busan is Good” slogan was introduced to reflect Busan’s aspirations on a global scale. According to city officials, this year’s forum represents a step toward action, with a dedicated session to evaluate the current state of Busan’s brand.

The forum also explored the importance of balancing global branding aspirations with local culture. Gordon Bruce, a designer with experience at Samsung and IBM, commented, “Busan’s mix of tradition and modernity is a core strength. It’s crucial that this isn’t lost in the pursuit of global recognition.”

Reception to the “Busan is Good” slogan has been mixed among residents, with some feeling it doesn’t fully capture the city’s character. Local surveys have shown that while citizens generally support the city’s growth, many hope future branding efforts will highlight Busan’s unique traditions and landmarks.

Busan’s leaders reaffirmed their commitment to a brand that prioritizes both global engagement and citizen happiness. With live streaming available on Busan’s official YouTube channel, the city encouraged residents to participate and stay informed about future initiatives.

As the forum concluded, Busan’s branding efforts were highlighted as a potential model for other cities. As one forum speaker noted, “Busan has the opportunity to showcase a distinctive identity on the world stage by celebrating its own character while embracing global aspirations.”

With clear objectives and a focus on authenticity, the success of the Global Hub City Index will depend on how Busan engages its citizens and realizes its vision for a globally recognized yet locally cherished city.