SM C&C, a leading domestic cultural content company (CEO Park Tae-hyun), is teaming up with Busan Tourism Organization (President Lee Jeong-sil) and Nol Universe Co (CEO Lee Cheol-woong) to launch full-scale efforts for the successful hosting of the 2026 Busan One Asia Festival (Busan One Asia Festival, hereinafter BOF).
The 2026 BOF, marking its 10th edition this year, will once again be hosted by the city of Busan with SM C&C and Busan Tourism Organization jointly organizing following last year. Nol Universe Co is also joining as an official sponsor to lend support. BOF, which has established itself as Asia's leading global music festival, will welcome fans worldwide starting with a "park concert" in the form of a picnic at Busan Hwamyeong Ecological Park on June 20, followed by a "BIG concert" at Busan Asiad Stadium on June 27 and 28.
SM C&C, which is serving as a joint organizer of this year's BOF, will oversee program planning, direction and overall on-site operations. leveraging years of accumulated large-scale concert production know-how and a powerful artist network, SM C&C plans to make this year's BOF the largest and highest-quality edition to date. additionally, Busan Tourism Organization will lead domestic and international promotional marketing and tourist attraction efforts, while Nol Universe Co will plan and sell packages linked to existing major Busan travel products such as the Visit Busan Pass to revitalize Busan tourism.
In this regard, SM C&C on the 12th met with Busan Tourism Organization and Nol Universe Co at 10X Tower in Seongnam, Gyeonggi Province and signed a memorandum of understanding (MOU) for the successful hosting of 2026 BOF, attracting global audiences, and ticket sales and operations.
The signing ceremony was attended by Hong Jun-hwa, head of advertising at SM C&C, Lee Jeong-sil, president of Busan Tourism Organization, Lee Cheol-woong, CEO of Nol Universe Co, and other key officials, who pledged mutual cooperation. the three parties said they will focus on strengthening BOF's content competitiveness as Korea's representative hallyu festival and expanding efforts to attract global tourists through this agreement.
Hong Jun-hwa, head of advertising at SM C&C, said, "Building on the partnership that has led the Busan One Asia Festival for years and our company's solid human and physical infrastructure, we will complete a distinctive global festival brand that combines Busan's unique appeal with K-culture," and stressed, "We will firmly demonstrate our capabilities with overwhelming scale and highly polished planning so that this agreement can become a decisive momentum for establishing Busan as a global cultural hub."
Lee Jeong-sil, president of Busan Tourism Organization, said, "I think it is very meaningful to partner with a global travel platform in the meaningful year marking the 10th Busan One Asia Festival," and added, "Through this agreement, I expect that inbound tourists visiting Busan based on K-culture will increase and that BOF will establish itself as a global core content that leads the revitalization of Busan tourism beyond a simple festival."
Lee Cheol-woong, CEO of Nol Universe Co, also said, "Nol Universe Co is actively working to connect hallyu's popularity to growth in the inbound tourism market," and added, "Together with Busan Tourism Organization and SM C&C, we will actively support making the Busan One Asia Festival a global festival."
[Photo] Provided by SM C&C
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