Table of Contents
- The 'Signature Store' that will Revitalize the Local Commercial Area
- Haeundae 'Morubi' – A Sacred Place for Baked Goods that Created Haeridan-gil
- Suyeong 'Helmet' – A Multi-Cultural Cafe Combining a Sensory Space and Brunch
- Building a Foundation for 'Glocalization' of Local Commercial Areas Beyond Simple Support
- Busan's True Hot Spot: Let's Focus on 'Signature Store'
- Frequently Asked Questions (FAQ)
The 'Signature Store' that will Revitalize the Local Commercial Area
Busan City has finally selected two attractive stores in Haeundae and Suyeong-gu through the 'Signature Store Discovery and Support Project' for 2025. The stars of the project are 'Morubi', a baked goods store in Haeundae, and 'Helmet', a popular brunch cafe in Suyeong-gu.
This project aims to enhance the vitality of the local commercial area by discovering stores that will become the center of the local market, rather than merely nurturing individual shops.
Out of 53 participating stores, the two selected with a high competition rate of 26.5 to one will receive various support to revitalize the area. The support will include a promotion fund of 40 million won, a growth support fund of 30 million won, expert consulting, and online and offline promotion.
This support is expected to have a positive impact on the local commercial area.
Haeundae 'Morubi' – A Sacred Place for Baked Goods that Created Haeridan-gil
'Morubi', located at 11, 38beon-gil, Udong 1-ro, Haeundae-gu, is known as a specialty baked goods store. It began operations in 2017 during the initial stages of the Haeridan-gil commercial district, being one of the pioneering stores that contributed to the development of the area.
The representative product of Morubi, the cube pound cake, has quickly gained popularity on social media due to its unique design and rich flavor, establishing itself as a famous snack in Haeridan-gil. Recently, they have actively collaborated with premium cafes like Momos Coffee and Maison Kitsune to supply desserts and even operated pop-up stores in collaboration with Ottogi.
Busan's unique desserts provide an attractive experience for tourists and excellent snacks for local residents. These elements are expected to lead to the overall activation of the commercial area.
Suyeong 'Helmet' – A Multi-Cultural Cafe Combining a Sensory Space and Brunch
'Helmet' is a brunch cafe located at 22, Suyeong-ro 554beon-gil in Suyeong-gu, situated in an attractive alley commercial area near Gwangalli. Designed by the owner, who majored in space design, it transcends the simple boundary of a cafe and showcases the potential as a 'multi-cultural space'.
The brunch menu features healthy compositions that preserve the original flavors of the ingredients, catering to both health and taste. They also focus on developing local food menus using regional ingredients. These efforts enhance connections with the local community and provide visitors with a special experience.
After being selected as a Signature Store, they are planning several strategies to develop the commercial area around Gwangalli into a representative commercial area of Busan. Plans are underway to organize alley festivals and conduct various events in collaboration with nearby shops. Through these efforts, they aim to contribute to the revitalization of the local economy.
Building a Foundation for 'Glocalization' of Local Commercial Areas Beyond Simple Support
This Busan project goes beyond one-time support. The Signature Store is expected to develop into a 'priming project' that may link with government commercial area competitions in the future. Ultimately, the long-term goal is to enhance the global competitiveness of the local commercial areas, making them 'glocal commercial zones'.
Moreover, Busan City aims to activate the entire commercial area through various supports such as ▲growth consulting ▲local commercial events ▲branding content planning, striving for a structure that revitalizes not just individual stores, but the entire commercial area. It is hoped that these efforts will have a positive impact on the local economy.
Busan's True Hot Spot: Let's Focus on 'Signature Store'
Haeundae's 'Morubi' and Suyeong's 'Helmet' are gaining attention as attractive spaces and dining spots. These two locations are expected to play an important role in leading the future commercial area of Busan. They introduce a new consumer trend that offers special experiences that encompass the culture and stories of the region beyond just a meal.
These two spots that citizens and tourists in Busan must pay attention to are more than just restaurants and will provide visitors with a new form of cultural experience.
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Frequently Asked Questions (FAQ)
Q. What is the 2025 Signature Store selected by Busan City?
In 2025, Busan City selected 'Morubi' in Haeundae and 'Helmet' in Suyeong as Signature Stores.
Through the 'Signature Store Discovery and Support Project', Busan City has ultimately selected 'Morubi', a specialty baked goods store in Haeundae, and 'Helmet', a popular brunch cafe in Suyeong. This project is the first attempt to enhance the vitality of the commercial area by discovering key stores in the local market, with the two stores selected after a high level of competition.
Q. What kind of support do stores receive when selected as Signature Stores?
Selected stores receive promotion funds, growth support funds, expert consulting, and online and offline promotion.
Selected 'Morubi' and 'Helmet' will receive a promotion fund of 40 million won and a growth support fund of 30 million won, as well as various supports such as expert consulting and online and offline promotion. This plays an important role in not just providing simple support but in actively revitalizing the entire commercial area.
Q. What kind of store is Morubi and what are its characteristics?
Morubi is a specialty baked goods store located in Haeridan-gil, Haeundae, known for its unique cube pound cake.
'Morubi' has been operating as a specialty baked goods store since the early days of the Haeridan-gil commercial area in 2017. Its representative product, the cube pound cake, has become a local delicacy, gaining popularity on social media for its creative design and rich taste. Additionally, it contributes to the development of the local commercial area by collaborating with various brands such as Maison Kitsune, Momos Coffee, and Ottogi.
Q. What are the features and location of Helmet Cafe?
Helmet is a multi-cultural brunch cafe located near Gwangalli in Suyeong-gu, offering healthy local menu options.
'Helmet' is a brunch cafe located at 22, Suyeong-ro 554beon-gil in Suyeong-gu, designed by someone who majored in space design. It is a multi-cultural space that goes beyond the simple concept of a cafe, developing healthy, light brunch menus and local foods using fresh ingredients from the region. Various cultural events are also being planned to activate the alley commercial area near Gwangalli.
Q. What is the ultimate goal of the Busan Signature Store project?
The goal is to develop local commercial areas into 'glocal commercial areas' with global competitiveness.
The Busan Signature Store project is to be pursued as a 'priming project' that connects with government commercial area competitions, rather than just one-time support. The long-term plan is to enhance the commercial area by activating it through branding, growth consulting, and regional events, transforming it into a 'glocal commercial area' with global competitiveness.
Q. What role do Morubi and Helmet, the Signature Stores, play in Busan?
These two stores provide special experiences that embody local culture and stories while revitalizing the commercial area.
'Morubi' and 'Helmet' are regarded as key spaces leading the future commercial area of Busan, transcending the simple restaurant concept. Through various collaborations, utilization of local ingredients, and unique space configurations, they provide special cultural experiences and flavors, establishing themselves as hot spots in Busan.
