Dongmyeong University's Local Content Focused University Project Team, in collaboration with the Haeundae District Office and Busan Economic Promotion Agency, successfully concluded the '2026 Banyeo Discount Beer Festival' held from September 3 to 5 at the Banyeo 2-dong Market in Haeundae.
This event received high praise for integrating the creative ideas of student local creators to revitalize the stagnant alley economy and attract more residents.
A key achievement was the successful establishment of a self-sustaining cooperative model, with local governments, public institutions, and universities each playing their roles in a coordinated manner.
Notably, Dongmyeong University students planned and operated five specialized pop-up booths that combined the market's unique atmosphere with the latest trends, based on thorough market analysis.
These included the Dongmyeong Photo Studio, a retro studio utilizing artificial intelligence; the Banyeo 2-dong Market Painting Board, where merchants and residents communicate through art; the Banyeo 2-dong Re-Market, promoting environmental sustainability and sharing through upcycled products; Fun Jam Gugu, showcasing stylish self-planned goods; and Komujak, offering traditional Korean hanbok experiences for pets. These attractions drew significant visitor engagement, complementing the food stalls prepared by the merchants' association.
Analysts suggest that the synergy created by the Haeundae District Office's proactive administrative support, the Busan Economic Promotion Agency's assistance in developing small business markets and branding, and the university's innovative on-site planning provided practical solutions for revitalizing traditional markets.
Seo Seong-yeo, head of Dongmyeong University's Local Content Focused University Project Team, stated, "Students gained valuable experience by implementing theories and ideas learned in the classroom directly in the field, fostering deep communication with merchants and residents. We will continue to focus on nurturing professional local creators who can sustainably invigorate local alley economies through close public-private-academic governance with relevant institutions."
* This article has been translated by AI.
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