Lee Junho Transforms Busan: Becomes The Face Of ‘2028 World Design Capital’

Busan is officially designing its future, and it has recruited one of the most influential stars in the world to lead the way. Actor and 2PM member Lee Junho has officially launched the ‘Logo Play’ project to brand Busan as the 2028 World Design Capital (WDC).

On April 28, the Busan Metropolitan Government announced the official start of its promotional campaign for the 2028 World Design Capital (WDC) Busan. With global icon Lee Junho serving as the official ambassador, the city aims to turn its entire urban landscape into a living, breathing design content piece.

Busan Launches ‘Logo Play’ Project with Lee Junho / WDC 2028

The ‘Logo Play’ Project: Design for Everyone

The core of this promotional push is the “Logo Play” (Logo Play) project, an interactive campaign that bridges the gap between digital content and physical reality.

• Global Interaction: The campaign kicks off with a series of making-of videos and short-form content featuring Lee Junho.
• The “What is Design?” Challenge: The city is asking the public a fundamental question: “What does design mean to you?” By sharing stories and participating via social media, citizens and global fans can directly contribute to the city’s brand identity.
• Celebrity Synergy: Leveraging Lee Junho’s massive international following, Busan expects to significantly elevate its brand value on the global stage, especially among fans of Korean OTT content.

From City Hall to the Streets: The ‘WDC Connect Road’

Busan isn’t just promoting this online; they are physically transforming the city. The city has unveiled the ‘WDC Connect Road’ inside Busan City Hall.

This installation utilizes the metro connection passageways, utilizing pillars, digital monitors (DID), and staircases to turn a daily commute into an immersive design experience. The goal is to make the vision and core values of WDC Busan accessible to citizens, turning their daily paths into a canvas for the city’s design future.

Busan Launches ‘Logo Play’ Project with Lee Junho / WDC 2028

Why Lee Junho?

Busan chose Lee Junho not just for his popularity, but for his reputation. Beyond his acting and music career, Junho has been consistently recognized for his commitment to social contribution, sharing values of inclusion and community themes that align perfectly with the philosophy of “Design for All.”

“Design is the process of creating the way we live and the stories of our city,” Lee Junho said during the launch. “As the ambassador for the 2028 World Design Capital Busan, I will do my best to share the charm and potential of this city with as many people as possible.”

With Busan aiming to be a global hub for design by 2028, the partnership with Lee Junho marks a critical step in turning the city into a global design brand.