Busan Education Character “Busyeon” Wins Media Publicity Innovation Award

[Financial News] “Busyeon,” the Busan Office of Education’s official promotional character, won the Media Publicity Innovation Award at the 2026 Korea Local Government and Public Character Festival. It is the first time a character from a metropolitan or provincial education office has received the award.
The Busan Metropolitan City Office of Education said on the 19th that Busyeon had received an honorable mention in the public sector at the same competition last year and won the Media Publicity Innovation Award this year, marking its second consecutive year receiving an award. The Media Publicity Innovation Award is given to characters that creatively use a range of media, including social media and video, to boost the effectiveness of policy promotion.
Around 70 characters from local governments and public institutions nationwide advanced to the finals of this year’s competition, organized by the Korea Culture and Content Licensing Association, where they underwent a public vote and evaluation by experts.
Busyeon is short for “Busan Education.” Inspired by the seagull, a symbol of Busan, it was created in 2022 following an open call for submissions from citizens and students. Since then, it has made regular appearances on Busan Education’s social media, in promotional videos and at various events, communicating education policies in ways that resonate with citizens and students and serving as a friendly channel connecting the education community with the public.
The city education office has worked to tailor Busyeon’s content to the audiences and characteristics of each channel. On Threads, Busyeon speaks directly to users and chats with them in the comments, building friendly connections with students and young people. Videos of Busyeon made with artificial intelligence (AI), along with various challenges featuring witty phrases and memes, have added relatability and fun. On YouTube, the office produces short, easy-to-understand videos about education policies for a broad range of age groups. On blogs, Instagram and Facebook, it shares useful information about children’s education and daily lives with parents and citizens, featuring Busyeon.
This tailored promotional approach—combining content planned for the characteristics of each audience with a wide range of expressive techniques using AI—has received a positive response both online and offline, and has been praised as a model for using media to promote a public character.
The city education office plans to introduce a wider variety of content featuring Busyeon, including short-form videos, stickers and information about education policies, following the award.
Superintendent of Education Kim Seok-jun said, “Busyeon, created by the hands of citizens and students, has now grown into a public character recognized nationwide,” adding, “We will continue to share news about Busan Education in a simpler and friendlier way with Busyeon.”
[email protected] Kwon Byeong-seok Reporter