Table of Contents
- Haeundae District, Full-fledged Launch of the Outdoor Advertising Free Display Zone
- Will the Giant Digital Media Become a Symbol of Haeundae?
- Meaning of Designating the ‘Free Display Zone’… Significant Relaxation of Existing Advertisement Regulations
- Cooperative Operation System Among Businesses, City and District, and Private Sector
- Haeundae as a Testbed for Tourism and Digital Convergence
Haeundae District, Full-fledged Launch of the Outdoor Advertising Free Display Zone
A large digital signage advertisement will be installed on the exterior of the Grand Josun Busan. This is being carried out as part of the region's first designated 'Outdoor Advertising Free Display Zone' project. The Busan Metropolitan City Landscape Committee passed the original plan during the second review in 2025.
This project is led by Shinsegae Property and is significant as the first large private media to be installed after the free display zone is designated around major tourist attractions near Gunam-ro and the beach in Haeundae. It is expected to contribute to the revitalization of the area.
Will the Giant Digital Media Become a Symbol of Haeundae?
The media construction on the exterior of Grand Josun Busan, which recently passed review, includes a giant LED sign measuring 25.2 meters wide, 31.3 meters high, and 1.3 meters protruding. This sign will be installed on the exterior of Grand Josun Busan, which is designated as the first outdoor advertising free display zone, and is expected to become a landmark of digital media representing Haeundae.
This project is expected to contribute to local economic and tourism revitalization and is anticipated to attract a lot of attention.
The review by the Busan Metropolitan City Landscape Committee was conducted on April 10, 2025, and the original plan was approved as is. The committee emphasized maintaining differentiation from other regions during content operation and ensuring the public interest of cultural and artistic content.
Additionally, they recommended preparing a dual system for emergency calls and considering location adjustments to enhance visual convenience for pedestrians. These considerations will serve as crucial criteria for the future progress of the project.
Meaning of Designating the ‘Free Display Zone’… Significant Relaxation of Existing Advertisement Regulations
The Haeundae District was selected as the second target site for the 'Outdoor Advertising Free Display Zone' by the Ministry of the Interior and Safety, effective January 1, 2024. This is the first officially designated case in the region. The free display zone refers to a special area significantly relaxing existing regulations on outdoor advertising in terms of shape, color, size, installation method, etc., based on the Outdoor Advertising Act.
The Haeundae District free display zone extends from Gunam-ro to Ettu Hotel, C-Cloud, and MS Hotel, including the event plaza of Haeundae Beach and the area around Grand Josun Busan. The area covers a total of 41,900 square meters. In this zone, it is possible to install digital-based creative advertising facilities, distinguishing between public and private media.
Cooperative Operation System Among Businesses, City and District, and Private Sector
This project, led by Shinsegae Property, has chosen CJ CGV as the construction contractor, and content production will be managed by Dexter Kreema. Work is scheduled to begin gradually from 2024, with installation expected to be completed in the first half of 2025.
This project includes the installation of digital signage in a total of 19 locations, including the area around Gunam-ro and the Grand Josun Busan LED sign. Particularly notable is the collaboration between the private sector and the government to form a cooperative council for joint responsibility. Haeundae District and Busan City plan to announce installation standards, content operation, and safety management guidelines in June 2024.
After that, the content operation within the free display zone and the process for private advertising approvals will officially commence. This project is expected to be a significant opportunity for revitalizing the local economy and attracting tourists.
Haeundae as a Testbed for Tourism and Digital Convergence
The LED sign installed on the exterior of Grand Josun Busan goes beyond simple advertising and becomes a pivotal moment for Haeundae to grow as a smart city where tourism and digital content converge. In the future, the free display zone's private area is expected to expand to include locations such as Elisia Hotel, making it likely to become a central hub for digital-based urban marketing and content industry.
However, several challenges remain in media operation. It is crucial to maintain the quality of content and reflect local characteristics, manage complaints related to light pollution and noise issues, and establish a sustainable and stable operation and maintenance system. If these elements are resolved well, Haeundae will evolve into an even more attractive tourist destination.
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