Busan, South Korea – Busan has been selected as a key participant in the 2025 Large-Scale Hallyu Comprehensive Event (Beyond K Festa), a national initiative led by the Ministry of Culture, Sports, and Tourism (MCST). Through this selection, the city plans to integrate Hallyu elements into its annual Busan Port Festival, expanding its appeal to a broader international audience.
This initiative aligns with Busan’s ongoing efforts to diversify its tourism offerings and strengthen its presence as a global cultural tourism city.
The Busan Port Festival has long been a prominent event showcasing the city’s maritime heritage and port infrastructure. While it has been well received locally, its international reach has remained limited. In 2024, of the 74,000 attendees, approximately 1,000 were foreign visitors—a figure the city aims to significantly increase through strategic enhancements.
By incorporating Hallyu-related programming, Busan seeks to capitalize on the growing global interest in Korean culture. The 2025 Busan Port Festival, scheduled for May or June, will maintain its signature maritime-focused activities—such as boat tours, naval exhibitions, and port history showcases—while introducing K-pop concerts, fan engagement events, and cultural exhibitions.
The city is also considering additional programs, including interactive Hallyu experiences, Korean food showcases, and industry networking opportunities, designed to create a more immersive experience for both local and international visitors.
Busan’s participation in Beyond K Festa presents an opportunity to attract a larger share of the global Korean Wave (Hallyu) audience. The main event, set to take place in Seoul from June 19 to 22, 2025, will feature a range of activities including K-pop performances, business-to-business (B2B) and business-to-consumer (B2C) exhibitions, and industry conferences.
Busan’s role as an extended venue allows the city to introduce its own take on Hallyu tourism, blending pop culture with waterfront attractions and urban experiences. Officials are currently in discussions to curate a lineup of K-pop performances and cultural experiences to complement the main Seoul event, following successful tourism models such as KCON, which has demonstrated strong international demand for K-culture experiences.
City officials believe Busan’s coastal location, infrastructure, and direct international connectivity will make it an attractive destination for visitors looking to explore beyond Seoul.
The initiative has received support from local businesses and tourism operators, who anticipate increased international visitor traffic benefiting hotels, restaurants, and cultural attractions. There is also growing interest in specialized Hallyu-themed tourism, including guided K-pop tours and Korean drama filming location visits.
Mayor Park Heong-joon emphasized the significance of this initiative, stating:
“This initiative not only enriches the Busan Port Festival but also strengthens Busan’s role in the global Hallyu movement. We aim to expand our city’s international tourism appeal and offer unique cultural experiences that attract visitors from around the world.”
Moving forward, Busan will work closely with MCST, the Korea International Cultural Exchange Agency, and tourism organizations to finalize programming details. Announcements regarding festival lineups, concert schedules, and tourism packages are expected in the coming months.
By positioning itself as a key player in Hallyu tourism, Busan is taking steps to broaden its global cultural influence, reinforcing its status as a major destination for visitors seeking a blend of traditional and contemporary Korean experiences.
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