Busan Haeundae Launches South Korea’s First Times Square-Style Digital Billboard in Non-Capital Free OOH zone

A new chapter in Korea’s out-of-home (OOH) advertising begins in Busan, as the city’s Haeundae district prepares to unveil the nation’s first ultra-large digital billboard in a non-capital region in South Korea.

The Grand Josun Busan hotel, located at the gateway to Haeundae Beach, will host a lighting ceremony on June 20 for a 25-meter by 31-meter (788㎡) digital display — a spectacle reminiscent of New York’s Times Square.

This landmark project is part of Busan Haeundae’s broader vision to become a global media destination. In January last year, the district was officially designated as Korea’s first non-metropolitan “Free OOH Advertising Zone.” These special zones allow relaxed regulations on advertising signage size, form, and installation, enabling the integration of large-scale digital media on building facades. Following Seoul’s Myeongdong and Gwanghwamun districts, Haeundae becomes the third area in the country to embrace this urban branding strategy inspired by global icons such as Times Square (New York), Piccadilly Circus (London), and Dotonbori (Osaka).

The Grand Josun Busan’s digital screen is the first privately installed media to be approved under the zone’s guidelines, with all regulatory reviews and permits completed as of April. Its debut broadcast, titled A Special Day in Haeundae, will feature scenic footage of the area’s tourist attractions. Beneath the screen, a new public cultural venue named “Terrace 292” has been created to host live performances and small events, integrating digital media with experiential content.

The transformation doesn’t end there. The local government plans to roll out additional digital media towers and LED panels along Gunam-ro and the Haeundae Beach event plaza. Public initiatives include 14 media poles and a central media tower, set to break ground in 2025. The full digital landscape, dubbed “Haeundae Media Square,” is expected to be completed by 2026.

Industry insiders are closely watching Haeundae’s move. The deregulation opens up fresh possibilities for large-scale creative campaigns, increases the commercial value of nearby properties, and attracts high-visibility opportunities for both Korean and global brands. The project also mirrors a global trend where major cities leverage iconic OOH installations to drive tourism, build city identity, and engage audiences through immersive media.

As the Grand Josun Busan lights up the skyline, Busan Haeundae steps into the global spotlight — not just as a tourist hotspot, but as Korea’s next-generation digital advertising hub.

📰 클릭1 : 옥뉴스에 대한 여러분의 의견을 들려주세요!

📥 클릭2: 옥뉴스가 안오나요? 스팸 또는 정크 메일함에서 옥뉴스를 구출해 주세요!

📢 클릭3: 옥뉴스를 지인에게 추천하세요. 저희에게 힘이 됩니다!