Busan Metropolitan City and the Busan Tourism Organization (President Lee Jung-sil, hereinafter BTO) are elevating the value of Busan tourism through "Busan Tourism Star Enterprises," which are introducing differentiated gastronomic and souvenir contents combining the unique stories and specialties of Busan and the Yeongdo region.

Going beyond simple sales of food, beverages, and merchandise, the selected companies are fostering a localized gastronomic tourism ecosystem that embodies the value of regional coexistence while developing collectible souvenirs and signature bakeries.

■ "Taeseongdang" Tells Busan's Local Stories Through Traditional Folk Painting… Launches Premium Edition "Byeolhwadam"

Taeseongdang, the operator of Busan’s representative tourist souvenir brand "Busan Starlight Sand," has introduced "Byeolhwadam," a premium edition featuring Korean traditional folk painting (minhwa) that captures Busan's beautiful scenery and the story of Starlight Sand.

"Byeolhwadam" was designed as a "collectible souvenir" that can be displayed and kept long after consumption. It visualizes Busan's nature and stories through four traditional painting styles: mother-of-pearl lacquerware artwork featuring Yeongdo blueberries and Jonaegi sweet potatoes, a scholar's books (chaekgeori) representing Taeseongdang's craftsmanship, a flower-and-vase painting (hwabyeongdo) capturing the abundance of Gijang Bonghan honey, and the Sun, Moon, and Five Peaks (irworobongdo) depicting Busan's night view. Furthermore, it practices the value of coexistence with local producers by utilizing specialty ingredients from Busan's regional community enterprises.

■ "P.ARK" Emerges as a Signature Bakery and MICE Cultural Complex Infused with Yeongdo's Colors

P.ARK, a representative cultural complex in Yeongdo, Busan, has established itself as a leading MICE and cultural hub in Busan, attracting approximately 1.7 million visitors as of 2025 through original bakery and cultural contents embodying regional symbolism.

P.ARK's signature menu item, "Yeongdo Sagol (Bone Broth) Hot Pot Bread," is an original creation that reinterprets Busan's pork soup (dwaeji-gukbap) culture into a bakery item, transforming bone broth simmered for over six hours into a rich cream. In addition, the "Container Tangzhong Bread," crafted using a custom mold inspired by North Port containers, has received an enthusiastic response as a signature souvenir of a Busan trip. Beyond this, P.ARK is expanding its scope into a comprehensive MICE space encompassing corporate events, exhibitions, and conferences by combining infrastructure such as a roughly 555-pyeong Ocean Garden, an art hall, and a sky bridge with professional catering services.

An official from the BTO stated, "Busan Tourism Star Enterprises are delivering profound experiences to tourists by evolving Busan’s unique culture and local resources into high-quality gastronomic and souvenir contents," adding, "We will continue to provide unwavering support so that locally-grounded, differentiated contents can secure competitiveness and establish themselves as global premium tourism products."

Meanwhile, the Busan Tourism Star Enterprises are designated annually through a public contest by Busan City and the BTO starting in 2021, recognizing representative tourism enterprises that are headquartered in Busan, possess a solid market position and revenue base, and lead the regional tourism ecosystem.

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