Nolluniverse said on Thursday it signed an MOU with the Busan Tourism Organization and SM C&C to attract tourists and operate ticket sales for the 2026 Busan One Asia Festival.

The Busan One Asia Festival is a global music festival hosted by the city of Busan and jointly organised by the Busan Tourism Organization and SM C&C. The company said the agreement commits Nolluniverse, the tourism body and SM C&C to cooperate with each other to successfully stage the festival and attract tourists.

Nolluniverse will join the 2026 Busan One Asia Festival as a sponsor. It will handle official ticket sales and distribution through its platform. For foreign tourists, it will plan and sell packages linked to major Busan travel products, including the Visit Busan Pass, to help boost tourism in the city.

The Busan Tourism Organization will oversee tourist attraction efforts and domestic and overseas publicity and marketing, while SM C&C will lead overall programme planning and operations. The organisations plan to jointly plan and run marketing, publicity and promotions to cooperate in attracting tourists and expanding the audience.

Nolluniverse CEO Cheol-woong Lee (이철웅) said, "Nolluniverse is working to connect the popularity of Korean culture to growth in the inbound tourism market." He added, "We will actively support the Busan One Asia Festival, together with the Busan Tourism Organization and SM C&C, so it can establish itself as a global festival."