Busan, South Korea – In a move to further promote the city’s image, Busan recently unveiled a collaboration with popular coffee franchise HaSamDong, releasing disposable coffee cup holders adorned with the city’s slogan, “Busan is good.” However, the strategy has sparked debate among branding professionals and environmental advocates alike, raising questions about both the efficacy of the slogan and the appropriateness of using single-use items to represent the city.
Since its launch, “Busan is good” has faced criticism for its vagueness and lack of connection to the city’s unique attributes. With its sights set on both local and international recognition, Busan officials hoped the slogan would position the city as an appealing destination. Yet, the phrase fails to evoke the rich experiences that make Busan stand out among other cities, instead offering a generic, underwhelming statement.
Branding specialists argue that a city’s slogan must do more than simply suggest it’s “good.” A well-crafted slogan should reflect the soul of the city, offering a memorable, emotional appeal that stays with visitors long after they leave. In Busan’s case, critics say the slogan falls flat, offering little insight into the vibrant port city’s cultural or historical depth.
Adding to the controversy is the choice of medium for the campaign: disposable coffee cup holders. While coffee culture may be booming, promoting a city through an item designed for temporary use raises red flags—especially in a time when sustainability is a top concern for many global cities. The fact that these cup holders, meant to promote Busan, are discarded after a single use creates an ironic contradiction.
The decision to promote Busan’s image through disposable coffee cup holders has raised concerns about the alignment of this strategy with modern sustainability goals. In an era where cities around the world are increasingly embracing eco-friendly initiatives, the use of single-use items for branding may send mixed signals. While coffee culture is a popular trend, the temporary nature of disposable goods can undermine long-term promotional efforts, as the branding message is discarded along with the product after a single use.
Additionally, cities striving to enhance their global image are often expected to prioritize sustainability, and the reliance on disposable products could potentially detract from Busan’s efforts to present itself as a forward-thinking and environmentally conscious city. As sustainability becomes a more pressing issue for urban development, the effectiveness of branding through single-use items may come into question, both in terms of environmental impact and the longevity of the message.
The emphasis on coffee culture, embodied in the phrase “Busan is good for COFFEE,” raises questions about the broader strategy behind Busan’s branding efforts. Busan is a city with a rich array of attractions, from its internationally renowned film festival to its scenic coastlines and vibrant urban life. However, by focusing primarily on coffee, the promotional campaign risks overlooking the city’s most distinctive qualities.
While coffee culture may appeal to a segment of the population, Busan’s true strengths—such as its maritime history, cultural heritage, and growing status as an international destination—are not fully represented in this approach. A more balanced and comprehensive branding strategy that highlights these unique aspects could offer a deeper and more lasting impression of what Busan has to offer, rather than relying on a temporary campaign centered around a popular beverage.
City branding is a powerful tool that can shape how people perceive a location, not just as a destination but as a living, breathing community. Busan’s use of “Busan is good” reflects a lack of strategic foresight in this regard. It’s a slogan that, while well-intentioned, doesn’t resonate with the city’s true identity or provide the kind of powerful emotional connection that successful city branding requires.
Branding professionals suggest that Busan rethink its approach, focusing on campaigns that highlight the city’s dynamic fusion of tradition and modernity. Incorporating the city’s thriving cultural scene, bustling harbor, and global influence into a more thoughtful slogan could significantly boost its brand recognition both domestically and internationally.
Busan’s disposable cup holder campaign might have aimed to increase visibility, but it has also highlighted significant weaknesses in the city’s branding strategy. A vague, uninspiring slogan paired with an environmentally questionable promotional choice raises larger questions about whether Busan is doing enough to stand out in an increasingly competitive global landscape.
With the right strategy, Busan could position itself as a leading city not just for coffee, but for culture, sustainability, and innovation. But first, it needs to embrace a message that truly captures the heart of what makes it unique—because “good” just isn’t enough.
