Abstract
City brand strategies are emphasized as competition between cities accelerates. Busan has grown into a representative city, along with the history of Korean culture, tradition, and industrial development. Recently, it has been opened by the characteristics of the city itself and the inflow and combination of various external factors creating differences. As one of the theses, the Busan Metropolitan Government is trying to attract the 2030 World Expo. Therefore, securing a collective awareness of the ultimate purpose of the Busan Expo’s hosting by attracting it is necessary. Following this point, this study focuses on the importance of a mega event hosting performance and host city brand establishment with a soft power legacy. The study aims to derive success factors through primary mega-event analysis and to understand the relationship between Busan city and city brands through keyword analysis. Following this analysis, this study intends to derive practical brand identity and components through the Expo. It also seeks to present the Busan brand construction strategy by hosting the Expo from an integrated and long-term perspective. It is hoped that such efforts will be accumulated to establish and develop Busan’s unique brand value properly.
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