Busan's Haeundae Beach Swamped with Advertisers

Visitors watch a video game on the big screen at Haeundae Beach in Busan on Friday. /Courtesy of KT

Holidaymakers can barely move for marketing activities on the popular Haeundae Beach in Busan during the peak vacation season.

The beach's appeal to aggressive marketers is the 10 million visitors it draws at the height of summer, and department stores, IT firms, beverage makers and other businesses are crowding the sands.

One IT company staffer said, "There are hotels, major shopping centers and a commercial district that rivals Gangnam, near the beach, so these are optimal conditions for strategic marketing".

Mobile provider KT set up a special stage on the beach last weekend where it held events promoting the multiplayer video game Overwatch, as well as drone racing and Starcraft competitions. Around 30,000 people came, according to KT.

The company also set up booths advertising a virtual reality rollercoaster ride using its fifth-generation mobile technology.

Samsung held a similar hands-on event there from July 20 to 26 promoting its latest Galaxy smartphones.

Vacationers drink beer while watching a performance at Haeundae Beach in Busan late last month. /Courtesy of Hite Jinro

Lotte Liquor and Hite Jinro faced off at Haeundae Beach with their beers. Lee Kang-woo at Hite Jinro said, "Summer is beer season and our marketing efforts at vacation spots like Haeundae Beach make or break sales".

Lotte Department Store held a major sale at BEXCO near the beach late last month, while Samsung Fire and Marine Insurance plans to offer free check-ups for cars.

One district official said, "So many businesses flock to the beach that we have to be quite strict in managing access".

Kim Hak-kyun at Sungkyunkwan University said, "The main appeal of marketing products at vacation spots is the fun factor rather than providing customers with information about a new product. People on holiday are always ready to open their wallets".