Jeon Jae-soo takes helm in Busan, pledges livelihood-first agenda

Jeon Jae-soo's administration took office in Busan on Wednesday, launching what the new mayor has called an all-in push on residents' livelihoods. Jeon joined other newly inaugurated district and county chiefs for a visit to Chungnyeolsa Shrine before returning to City Hall, where he was sworn in and completed the handover without a formal inauguration ceremony. He then chaired an emergency strategy meeting on his No. 1 campaign pledge — a 100-day livelihood emergency plan.

The first major move of the Jeon administration is a sharp focus on everyday economic hardship. A special Busan Livelihood Security Headquarters, reporting directly to the mayor, will be established to respond quickly to rising prices, employment pressures and housing concerns, with concentrated support for small-business owners and vulnerable groups. For the first 100 days, the administration plans to prioritize community-level projects over large-scale development. The governing slogan of the 20-day transition committee — "Livelihoods immediately, the future with certainty, Busan again" — took concrete shape from the very first day.

Speaking to reporters for the first time after the strategy meeting, Jeon said the defining mission of the 9th elected term is "restoring citizens' lives." He pledged to visit communities where residents are struggling, listen to even the quietest voices and "create changes that citizens can feel in their daily lives." He also said he would personally oversee all operations as head of the newly activated Busan Livelihood Security Headquarters, adding: "In 100 days, I am determined to hear people say: 'Things are finally livable again. Real energy is back in the alleyways.'"

"The emergency measures decided at Wednesday's meeting go into effect starting today," Jeon said. The 100-day plan, finalized by the transition committee on Tuesday, allocates 851.9 billion won ($550 million) across 15 projects — including low-interest loans for small businesses at around 1 percent, high-interest debt refinancing, special support for small-scale freight operators and delivery workers, and relief on Dongbaekjeon card transaction fees. Fuel subsidies for delivery riders and emergency funds for small businesses are also tied to the administration's first planned field visits, to a mobile-worker support center and the alley commercial district near the 40 Stairs area in Jung-gu.

A key challenge for Jeon's livelihood drive is the composition of the Busan City Council. The 10th council, formed through the June 3 local elections, is dominated by the People Power Party, which holds 37 of 48 seats. The Democratic Party expanded significantly from two seats in the previous term to 11, but budget cuts and other forms of opposition pressure represent rough waters the Jeon administration cannot avoid.

Apparently mindful of this, Jeon signaled a cooperative approach even before taking office, declaring he would "take the first steps of the new administration through cooperation, not confrontation." He separately instructed the transition committee to compile a "city council members' pledge map" — a comprehensive analysis of campaign promises made by all council members regardless of party affiliation. At a press briefing on June 15, he said the fact that he had been elected mayor while the PPP won a council majority was "a citizen's order not to let Jeon Jae-soo act alone," and pledged to govern in partnership with the council.

While the livelihood emergency is the immediate priority, the ultimate destination Jeon has set for his administration is completing Busan's identity as a maritime capital. He has already pledged to relocate public institutions under the Ministry of Oceans and Fisheries to Busan, establish a specialized maritime court, attract major shipping companies including HMM, and create a Southeast Investment Corporation with a 50 trillion won fund. He has been particularly vocal about the Arctic shipping route, calling it "a thousand-year opportunity that will redraw South Korea's economic map and a new maritime industry," and insisting Busan must prepare and secure a leading position without delay.

"Both the livelihood measures and the maritime capital blueprint will amount to nothing without the council's cooperation," said one local political figure. "Cooperation with the city council is the key to the success of the Jeon administration." As Jeon declared an all-in commitment to livelihoods on his first day in office, Busan residents are watching closely to see how his administration navigates a council dominated by the opposition.