Hyena Nam’s BADA Rebranding for Busan Captures the Essence of Sea, Mountains, and Korean Culture

BADA, which means “sea” in Korean, is the rebranding project for Busan City. According to the Korea Times, the number of foreign tourists visiting South Korea surged significantly, particularly in 2024. This growth is largely attributed to the phenomenon known as “Hallyu” or the “Korean wave,” which includes South Korean popular culture such as K-Pop, TV shows, and movies. Statista, a global data platform, reports that Seoul, the capital of South Korea, ranked as the top tourist destination in 2022, with Busan, the country’s second-largest city, following closely behind. Located on the southeastern coast of South Korea, Busan offers a stunning mix of scenic beaches, majestic mountains, vibrant cultural scenes, and a bustling port, blending urban and natural attractions harmoniously. The ai