What is Busan doing about the Bukangi shark trademark dispute?

Busan plans to file trademark applications this month to protect Bukangi from private monopoly. The city says it will submit evidence to the Korean Intellectual Property Office showing the name was created through collective public engagement.

Why is Busan worried about private Bukangi trademark filings?

Officials said five unauthorized applications could block local artists, small businesses and municipal agencies from using Bukangi’s image. The city also noted that the filings cover both the name and design graphics across roughly 40 product categories, including keychains, plush toys and apparel.

How did Bukangi become such a popular city mascot in Busan?

Residents spotted the shark in the harbor, then Busan launched an Instagram poll to make it an honorary ambassador. More than 8,400 people took part, 91 percent supported the idea, and the shark quickly became a featured part of the city’s social media and promotion campaigns.

Busan moves to secure trademark rights for viral waterfront shark

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Summary

Busan will file trademark applications this month for Bukangi, the viral shark at North Port Waterfront Park, after five private applications were filed on Sept. 21. The city says the name emerged through public participation and should remain a public asset. Busan also plans to let local creators and small businesses use the trademark freely once secured.

Key Facts

The private trademark filings seek exclusive commercial rights to Bukangi in Korean and English, plus design graphics covering about 40 product categories.
Busan said trademark registration would not automatically grant rights under Korean law, but a private registration could limit how artists, businesses and city agencies use the mascot’s image.
More than 8,400 people joined the city’s Instagram poll on making the shark an honorary ambassador, and 91 percent voted in favor.
Related social media posts drew over 1.07 million views and more than 10,000 likes, and the city officially named Bukangi an Honorary Publicity Ambassador earlier this week.

By Jhoo Dong-chan

Published Oct 2, 2026 3:36 pm KST

Unlikely city ambassador faces commercial tug-of-war

Onlookers gather along the promenade at Busan’s North Port Waterfront Park to catch a glimpse of 'Bukangi,' a stray shark that has become an unexpected local attraction and honorary city ambassador. Yonhap — Onlookers gather along the promenade at Busan’s North Port Waterfront Park to catch a glimpse of "Bukangi," a stray shark that has become an unexpected local attraction and honorary city ambassador. Yonhap

When a shark estimated at around two meters in length — believed to be a bronze whaler or dusky shark — drifted unannounced into the harbor off Busan’s North Port, it transformed almost overnight from a surprise guest into a viral mascot for Korea’s second-largest city.

Now, municipal officials are stepping in to ensure that the unlikely local celebrity remains a public asset rather than a corporate cash cow.

The city government said Friday that it will file trademark applications this month for "Bukangi," the affectionate moniker bestowed upon the shark currently frequenting the North Port Waterfront Park. The decision comes after officials discovered five unauthorized trademark applications filed by a private individual on Sept. 21. The private claims seek exclusive commercial rights over the name in both Korean and English, alongside design graphics covering roughly 40 product categories, including keychains, plush toys and apparel.

While trademark filings do not grant automatic rights under Korean law, city administrators warned that a private registration could severely restrict how local artists, small businesses, and municipal agencies use Bukangi's image. To protect the mascot's public value, Busan plans to submit evidence to the Korean Intellectual Property Office demonstrating that the name naturally emerged through collective public engagement, making it unsuited for private monopoly.

The aquatic creature became an overnight sensation when local residents spotted it gliding through the harbor. Sensing a unique opportunity for civic engagement, city hall launched a public poll on its official Instagram account to appoint the shark as an honorary ambassador. More than 8,400 people participated, with 91 percent voting in favor. Related social media posts racked up over 1.07 million views and more than 10,000 likes.

The city officially conferred the title of Honorary Publicity Ambassador on Bukangi earlier this week. Since then, the mascot has featured prominently across Busan's social media platforms and public promotional campaigns.

Rather than hoarding the rights for municipal use alone, Busan intends to open the trademark to the public once secured. Under the city's proposed policy, local creators and small business owners will be permitted to utilize Bukangi branding freely, provided the usage preserves the mascot’s public image.

"Bukangi grew into a new symbol for Busan through the enthusiasm and participation of our citizens," Mayor Chun Jae-soo said. "We will act to ensure that a name created by the community is not monopolized by an individual, creating a foundation where our entire city can enjoy and nurture it together."

This article was published with the assistance of generative AI and edited by The Korea Times.

Unlikely city ambassador faces commercial tug-of-war

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