A Digital Exhibition Content-Based Urban Innovation Model : Application to Busan’s Confirmed Strategy for Hosting World Design Capital 2028

This study proposes a digital exhibition content-based urban innovation model as a strategic framework for Busan, which has been officially designated as the World Design Capital (WDC) 2028. In line with Busan’s confirmed hosting strategy, the model responds to the paradigm shift in exhibitions after the pandemic, addressing the limitations of offline-centered urban branding by leveraging online platforms to enhance global accessibility, citizen participation, and sustainability. The research combines literature review with comparative analysis of international WDC cases to identify how digital exhibitions influence urban branding across social, economic, cultural, sustainability, and connectivity dimensions. Based on Busan’s unique cultural and technological assets, tailored strategies are developed to integrate digital exhibition content into long-term urban innovation policies. The findings demonstrate that digital exhibition platforms can transcend spatial and temporal constraints, expand global engagement, and produce sustained branding effects. This positions Busan as a potential leader in digital- driven urban innovation within the WDC framework and offers a replicable model for other cities aiming to embed digital technologies into their urban branding strategies.