Success in Utilizing Urban Railway IP
From a "Railway to Ride" to a "Brand to Own"
Busan Transportation Corporation (President Lee Byungjin) has demonstrated the potential for expanding its urban railway brand business, recording sales of approximately 110 million won just nine months after launching goods utilizing the proprietary intellectual property (IP) of the Busan Metro.
From March to November of this year, the corporation reported achieving total sales of around 110 million won through various channels, including Trainmates stores at Busan Station and Seoul Station, a popup store at Lotte Department Store Seomyeon branch, and unmanned vending machines located at Busan Station, Gwangan Station, and Sports Complex Station.
Of this total, sales generated from Trainmates and the popup store amounted to about 87 million won, accounting for roughly 80% of overall sales. The results were particularly notable in offline sales channels, which attract a concentrated influx of railway enthusiasts and tourists.
Building on this achievement, the corporation plans to gradually enhance its goods business operations and sales strategies. Currently, a profit-sharing system has been introduced in the goods planning and production process, allowing sales revenue to be shared with local companies. Moving forward, the corporation intends to strengthen this public-private partnership model, fostering growth together with the local community based on these operational experiences.
Additionally, the unmanned vending machines will be relocated near the Heritage Train History Exhibition Hall. While initial installations inside urban railway stations increased publicity and accessibility, the new strategy aims to create a more efficient sales environment by focusing on visitors with a strong interest and affection for the metro, such as those participating in exhibition and experiential programs.
Furthermore, starting in 2026, the corporation will develop new characters that embody the unique universe of the Busan Metro and will actively pursue a goods business utilizing these character IPs. The new characters will be produced as everyday items such as dolls, stationery, and household goods, and will be introduced at a summer popup store that same year.
Lee Byungjin, President of Busan Transportation Corporation, stated, "Goods products are another channel for communication, connecting the Busan Metro with citizens and the local community. Through the development of new characters, diversification of sales channels, and collaboration with local businesses, we aim to transform the Busan Metro from a railway people want to ride into one they want to own."
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