Busan Cultural Brand After APEC
Busan Metropolitan City and district artists have closed the APEC Cultural Festival that began early last September. There were 42 special performances for the Cultural Festival, such as plays, dances, music, and arts including "Garaggooggi" and "Busan Arirang". The events attracted the interest of APEC for the economic accessibility of cultural events. In addition, it was culturally meaningful for Busan, which was hosting APEC, that there were small and large performances focusing on the history and district of Busan.
Although Busan Metropolitan City budgeted a large amount for large performances, they had poor attendance and attracted little interest from Busan citizens and foreigners. The first reason for the poor results is that Busan lacks a representative brand. Whenever Busan Metropolitan City has held national events, such as the World Cup or the Asian Games, they weren't well prepared for them.
In this case, although they established a "Committee for Selecting Cultural Events" that selected the performances, they were temporary and for only one time. Whenever the event time came, they had some noisy troubles of "administration distributing budgets" as they lacked willingness and plans to show representative cultures of Busan.
Busan Metropolitan City administrators should identify and promote some representative cultures of Busan as Busan brands by focused on investment and marketing.
District artists should also devote themselves to planning, production and marketing instead of counting on performance subsidies. Busan may be able to have some good cultural performances such as those found on New York City's Broadway and in London's West-End. They should find representative cultures to improve the image of Busan, as well as generate foreign income.
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 / 입력시간: 2005. 11.22. 09:30
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