BIFF 2025 30th BIFF becomes festival for all, not just cinephiles
Visitors wait in line to purchase merchandise at Busan Cinema Center during the 30th Busan International Film Festival, Thursday. Korea Times photo by Baek Byung-yeul
BUSAN — The 30th Busan International Film Festival (BIFF) kicked off last week with an electrifying energy, drawing in huge crowds. This year, Korea’s largest film festival is not just for movie fans, but for anyone looking to be part of a vibrant cultural event. The excitement is everywhere, and it’s clear the event has evolved into a full-fledged cultural destination.
While films remain the heart of the festival, this year’s biggest attractions are the official merchandise shops. Both the p!tt GROUND booth at Busan Cinema Center and the shop at CGV Centum City have seen hundreds of people lining up to obtain limited edition festival merchandise.
BIFF collaborated with a range of creative partners to launch a diverse lineup of 64 official merchandise items.
Among them, IAB Studio stood out with collections inspired by cinema and the festival’s 30-year legacy. The studio also designed uniforms for staff and volunteers. Their zip-up hoodie sold out quickly, alongside other items such as caps, film cameras and pins.
Another popular item is the 30th-anniversary commemorative postage stamp, a collaboration with the Korea Post, which allows attendees to send letters directly from the festival grounds using these exclusive stamps.
Despite a rainy forecast, Busan Cinema Center square, the festival’s main venue in the Haeundae district, was filled with people of all ages, and the atmosphere became more lively and celebratory as the weather cleared up.
Visitors wait in line to purchase goods at booths installed at Busan Cinema Center during the 30th Busan International Film Festival, Thursday. Korea Times photo by Baek Byung-yeul
Families, couples, friends and tourists strolled through the venue, enjoying food trucks and snapping photos. Long lines formed at photo zones and near the red carpet, where visitors eagerly waited to take pictures of celebrities and soak in the excitement of the festival firsthand.
“My friend and I love movies, so we came to Busan together,” a 20-something named Park said. “It’s our first time taking part in BIFF and the vibe is great. We definitely want to come back again.”
His friend added, “I thought the film festival might not be so crowded because I heard the movie industry was struggling. But the atmosphere here is so amazing, it broke my expectations. I hope this kind of energy can help the movie industry boom again.”
Even older visitors were enjoying the lively atmosphere. An elderly Busan resident in her 70s said she spent the morning with her friends, sitting in the audience at Busan Cinema Center.
“The summer heat has finally passed, and seeing so many people, including overseas tourists, come to Busan makes me feel young again. I hope they not only enjoy the films but also get to see other tourist spots in Busan before they leave,” she said.