"Hey, Public PR and Campaigns Are All About Busan"... Busan Wins Two Awards at Korea Public PR Awards

Simultaneous Excellence Awards in Citizen Participation and Local Government Categories
Citizen-Centered Results Achieved Through Digital Platforms and Public-Private Collaboration

The city of Busan has excelled in public PR this year, including campaigns and promotional projects. At the 2025 Korea Public PR Awards, it simultaneously won the Excellence Award in both the Citizen Participation category and the Local Government category.

The event, held on September 12, is a leading public communication event hosted by the Korean Society for Advertising and Public Relations and sponsored by the Korea Press Foundation. Now in its 11th year, the event has expanded its scope to include government ministries, public institutions, and private companies, evolving into a venue for sharing a wide range of public interest campaign cases.

The award-winning entry in the Citizen Participation category, "Let's exercise with Boogie," is a daily sports campaign under the concept of "Turning Busan Station Plaza into a Sports Field," allowing any citizen to participate easily. A total of 22,266 people took part, with 26 programs operated across five zones, including fitness assessments and exercise prescriptions, daily sports experiences, policy exhibitions, classes and performances, and events.

Let's exercise with Boogie.

The "15-Minute Exercise Challenge" video, created with local influencers, recorded 1.11 million views, achieving significant online reach, and citizen satisfaction reached 91%.

The award-winning entry in the Local Government category, "Hip Busan," was recognized for spreading positive perceptions of an aging society through a senior transformation project. Content produced in collaboration with the online fashion platform Musinsa garnered over 4 million views and was featured in Musinsa Magazine, expanding engagement with younger generations.

Additionally, outdoor advertisements and media coverage utilizing 1,436 media outlets nationwide, including KTX stations, drew public attention. Participating seniors took to the stage as actual models and speakers, opening a "second act" in their lives. The city is continuing to collaborate with private companies such as Danggeun Market, Today’s House, and CJ Olive Young to run customized participation campaigns for each generation.

Won Youngil, spokesperson for the city of Busan, emphasized, "Rather than one-way communication, our PR policies that citizens can enjoy and relate to have led to these achievements," adding, "We will actively utilize digital platforms and public-private partnerships to expand participatory campaigns that citizens can truly experience."

Hip Busan.