Busan Communication Character 'Bugi' Appears in Drama 'Yeolnyeo Bakssi Gyeyak Gyeolhonjeon'

Support Project for Hallyu Marketing Utilizing K-Content ... 'Bugie' Selected

Appearing on MBC Drama on the 5th, Supporting Small Business Merch Marketing

Busan City announced that its communication character 'Bugi' appeared in a popular terrestrial drama on the 5th as part of the ‘Joint Ministry Hallyu Marketing Support Project’ led by the Korea Creative Content Agency.

On the 5th, Boogi, the Busan communication character, appeared among the lead actors in MBC's Friday-Saturday drama 'The Virtuous Lady Park's Contract Marriage Story.'

The ‘Joint Ministry Hallyu Marketing Support Project’ is a program promoted by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency to expand the ripple effects of K-content, which enjoys high global popularity, into sectors such as food, agriculture and fisheries, beauty, and consumer goods.

The city’s communication character ‘Bugi’ was selected as a project participant last June and gained the opportunity to appear in a terrestrial drama this time.

‘Bugi’ made an appearance on January 5th in MBC’s Friday-Saturday drama ‘Yeolnyeo Bakssi Gyeyak Gyeolhon-dyeon’ and showcased natural acting skills among the lead actors.

‘Bugi’ appeared wearing a cute checkered cardigan and interacted with lead actors Lee Se-young and Bae In-hyuk.

In particular, a scene where the male and female protagonists choose ‘Bugi goods’ as a gift for a friend at ‘Bugi Sanghoe’ located in Busan Citizens Park caught viewers’ attention.

The ‘Bugi keyring’ by Gyeongwoon Sangsa and Content Core, which are rumored to be must-buy items for tourists visiting Busan, was selected as the gift, adding a sense of realism.

The five companies participating in the Bugi copyright opening project?Gyeongwoon Sangsa, Modara, Kudo, Content Core, and Fate Studio?actively supported everything from providing goods to setting up the filming site.

In addition to this drama product placement, the city plans to showcase various contents using Bugi and Bugi goods. They will release a ‘short drama’ that tells a story like a movie and a ‘motion graphic’ introducing various spots in Busan with stylish visuals through BugiTube.

The short drama, which begins with Bugi opening his eyes in an unfamiliar place, features a thrilling story and unexpected comedic moments. It will be available on BugiTube starting January 10th.

The motion graphic is a short animation introducing Busan’s attractions and delicious foods, depicting places like Haeundae, Cheongsapo, BIFF Square, Dadaepo Sunset Fountain, as well as dishes like grilled clams and seed hotteok in a cartoon style. The motion graphic video can also be viewed on BugiTube.

To revitalize the local economy, Busan City became the first local government in July 2021 to open the copyright of its character for free use by local small and medium enterprises and small business owners.

Kim Jae-hak, spokesperson for Busan City, said, “Bugi is a case recognized as the most competitive public character not only in Busan but also in South Korea,” adding, “We will continue to strive to fulfill its role as a representative character of Busan.”

This content was produced with the assistance of AI translation services.