Culture content corporations SM C&C, the Busan Tourism Organization, and Nol Universe Co are joining hands to ensure the successful staging of the 2026 Busan One Asia Festival (BOF).
Marking its 10th edition this year, the Asia-leading global music festival 2026 BOF is hosted by the city of Busan and co-organized by SM C&C and the Busan Tourism Organization. Nol Universe Co is newly joining this year as an official sponsor.
BOF will start with a picnic-style Park Concert on June 20 at Busan Hwamyeong Ecological Park, followed by BIG Concerts on the 27th and 28th at Busan Asiad Main Stadium. The organizers plan to draw K-culture fans from around the world to Busan through this event.
SM C&C will oversee overall program planning, production, and on-site operations. Based on years of large-scale concert production know-how and a strong artist network, SM C&C plans to make this year's BOF the largest and highest-level stage ever. The Busan Tourism Organization will handle domestic and overseas promotion and attracting tourists, while Nol Universe Co will plan and sell packages linked to Busan travel products such as the Visit Busan Pass to support revitalizing tourism in Busan.
On the 12th, SM C&C signed a memorandum of understanding (MOU) in Seongnam, Gyeonggi Province, with the Busan Tourism Organization and Nol Universe Co for the successful staging of BOF. Attendees included Hong Jun-hwa, head of SM C&C's advertising business division; Lee Jeong-sil, president of the Busan Tourism Organization; and Lee Cheol-ung, CEO of Nol Universe Co.
Hong Jun-hwa said, "We will establish a global festival brand that combines Busan's charm with K-culture." President Lee Jeong-sil said, "We expect BOF to take root as a key content driver of Busan tourism," and CEO Lee Cheol-ung noted, "We will actively support BOF's growth into a global festival."