Bugi takes top honor in local government character category for second year running

Character embodies Busan's history, local identity, energy and warmth

Bugi, Busan's official communication mascot, after winning the grand prize at the Korea Character Awards for the second consecutive year. [Busan city government]
Bugi, Busan's official communication mascot, after winning the grand prize at the Korea Character Awards for the second consecutive year. [Busan city government]

Bugi, Busan's official communication mascot, has won the grand prize in the local government character category at the 2026 Korea Character Awards for the second consecutive year.

The Korea Character Awards, backed by the Ministry of Culture, Sports and Tourism, the Presidential Commission on Intellectual Property and the Korea Creative Content Agency, recognizes outstanding characters based on a comprehensive assessment of creativity, public appeal, commercial viability and potential for global expansion.

Bugi, depicted as a Busan seagull, was created to reflect the city's history and local identity. The character has engaged with residents by introducing local issues, public messages and regional industries in an approachable way, conveying Busan's energy, humor and warmth.

This year, Bugi has been showcasing the city's diverse charms through YouTube entertainment content — including "Investigator," a series introducing local companies to encourage young residents to put down roots in the city, and "Bugi Trip," which introduces Busan to tourists including foreign visitors. The character has also greeted international visitors in person at Gimhae Airport to welcome travelers on newly launched routes, and at the BTS The City Arirang Welcome Center, offering a warm first impression of the city.

Bugi has expanded its role beyond simple promotion to become a character that contributes to the local economy. "Bugi Town," a Naver Smart Store that consolidates sales of Bugi merchandise, serves as a permanent retail channel connecting local company products with consumers, drawing steady purchases from Bugi fans and bulk orders from affiliated organizations.

Bugi has also helped local businesses open new sales channels by handling product sales at the 2026 Character Licensing Fair and a pop-up store called "Bugi Sauna" at Hyundai Premium Outlets.

"Winning the top prize two years in a row is a testament to Bugi's consistent recognition as a character representing local government," city spokesperson Oh Mi-kyung said. "We will expand citizen-participatory content and develop Bugi into a global urban brand asset."


kaf2002@heraldcorp.com