Citizen Participation Campaign for Three Weeks Starting on the 23rd...
Gifts for Verified Acts of Consideration
Pink Light Demonstrations and On-site Surveys
Expected to Promote a Culture of Consideration for Pregnant Women
Busan Transportation Corporation (President Lee Byungjin) is conducting the 'Pink Light Campaign' from June 23 to July 13 to promote a culture of consideration for pregnant women.
This campaign aims to improve public awareness and encourage voluntary participation so that pregnant women can use the urban rail system more safely and conveniently.
'Pink Light' is a system in which, when a pregnant woman activates a mobile app near a priority seat, a receiver installed at the seat emits light and an audio announcement. The system is designed to operate only when the pregnant woman chooses, which protects privacy and allows for natural consideration, earning positive feedback.
Busan Transportation Corporation is promoting the 'Pink Light' campaign. Photo by Busan Transportation Corporation
Prior to the campaign, the corporation exhibited and demonstrated Pink Light equipment at the '2025 Busan International Railroad Technology & Industry Exhibition' held from June 18 to 21, and on June 23, conducted on-site demonstrations and citizen surveys at Kyungsung Univ.·Pukyong Nat'l Univ. Station on Line 2 and inside trains on Line 13 to gather real-time feedback.
The ongoing online campaign consists of two missions: installing the Pink Light app, and uploading a verification photo of either a pregnant woman using the priority seat or a citizen practicing consideration. After completing the missions and responding to a survey within the app, participants are entered into a draw to win prizes: pregnant women may receive a Babyface voucher, and general citizens may receive a mobile ice cream gift certificate.
Participation is possible by scanning the QR code on campaign posters inside subway stations or by visiting the information page on the corporation's website.
Busan Transportation Corporation was the first urban rail operator in Korea to introduce Pink Light in 2017, and in May this year, it became the first in the country to launch a mobile app version. Previously, transmitters had to be collected from public health centers or station offices, but now, after installing the app and completing a one-time identity verification, users can easily access the service until six months after childbirth.
President Lee Byungjin stated, "Pink Light is a system that operates only when the pregnant woman wishes, allowing both autonomy and privacy to be respected." He added, "We hope this campaign will help spread a culture of consideration for pregnant women among citizens." He continued, "We will continue to strive to create a safe and welcoming urban rail environment for transportation-vulnerable groups."
Busan Transportation Corporation is conducting the 'Pink Light' campaign. Photo by Busan Transportation Corporation
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