‘Ttururu Tturu’ Where Is Pinkfong Baby Shark's Hometown? … Busan City Launches ‘Sang-eo Gajok Hometown Project’

Supporting the Bid for the 2030 Busan World Expo with Global IP

Busan City Hall.

[Asia Economy Yeongnam Reporting Headquarters Reporter Hwang Du-yeol] What is the hometown of Pinkfong Shark Family? Busan has become the hometown of Pinkfong’s “Baby Shark,” loved by people worldwide.

On the 27th, Busan City signed a business agreement with The Pinkfong Company to promote the “Baby Shark Hometown Busan Project” and will work together with the global character “Baby Shark” to promote Busan as a global tourist city.

The agreement is seen as the result of The Pinkfong Company’s business diversification plans and Busan City’s efforts to create an industrial ecosystem based on intellectual property rights (IP).

The Pinkfong Company has recently been expanding its IP-related business offline, including “Baby Shark,” while Busan City has been promoting the establishment of a cluster using global IP and the attraction of the 2030 Busan World Expo.

Busan City and The Pinkfong Company plan to further solidify Busan’s identity as an international tourist city by utilizing “Baby Shark” for the 2030 Busan World Expo bid and other initiatives.

Through this agreement, “Baby Shark,” a leading global IP in Korea with over 10 billion cumulative YouTube views, has chosen Busan as its hometown and will carry out various activities to promote its hometown Busan.

The city and The Pinkfong Company will jointly promote projects using “Baby Shark,” including ▲storytelling development ▲city branding ▲tourism promotion marketing ▲tourism infrastructure development ▲and the 2030 Busan World Expo bid.

Busan City expects that if the globally familiar “Baby Shark” takes the lead in various promotional activities for the 2030 Busan World Expo bid, it will provide significant support for the Expo’s attraction.

Pinkfong Baby Shark is a global IP with 11 billion cumulative YouTube views worldwide, 100 million cumulative subscribers, availability in 164 countries, and over 1,000 global licensing contracts.

Lee Seung-gyu, Vice President and Co-founder of The Pinkfong Company, said, “As a growth strategy, we are jointly promoting the ‘Baby Shark Hometown Busan Project’ with Busan City. We will support the revitalization of tourism in Busan and the establishment of an international tourism city brand through Baby Shark content storytelling, while also enhancing Korea’s status.”

Park Hyung-joon, Mayor of Busan, said, “Busan City is developing a global IP-based leisure cluster project that includes family-oriented experience facilities, English education facilities, family IP hotels and resorts, and is creating an IP-based industrial ecosystem such as souvenir production. We will do our best to ensure that concrete results are produced through this project.”

Recently, the domestic companies HYBE and The Pinkfong Company were selected as two of the 100 most influential global companies in 2022 by the American weekly magazine TIME. The two companies have recently agreed to promote various projects together with Busan.