Ulsan to sell naming rights for 129 bus stops in commercial districts

Ulsan is launching its 2026 bus stop naming rights sales program, which lets private businesses advertise through city bus stops while generating non-tax revenue for the local government.

The city announced Tuesday it is seeking bids from businesses wishing to attach their names to 129 bus stops along commercial corridors — Hakseong-ro, Jungang-ro, Samsan-ro, Hwabong-ro and Guyeong-ro — where sheltered stops have been installed. Interested companies must submit bid documents in person at the Public Transportation Division in Annex 1 of Ulsan City Hall between Aug. 14 and Aug. 16.

The city's Public Transportation Improvement Committee will select winners from among the highest bidders for each stop, using a base price set per location. Selected companies may display their name on stop signs, route maps, shelter nameplates and bus announcements for three years. Revenue from the program will be reinvested in maintaining and upgrading stop infrastructure.

The arrangement gives private businesses a cost-effective advertising channel in high-traffic areas while allowing the city to fund stop improvements through non-tax income — a setup city officials describe as mutually beneficial.

Since the program launched in 2021, Ulsan has sold naming rights to 26 stops, generating 615 million won ($435,000) in cumulative revenue. "By letting businesses use stop names in commercial areas with heavy foot traffic as advertising, private companies gain promotional opportunities while the city secures a source of non-tax revenue," a city official said.

A civil servant research group within the city government first proposed the program in 2019, making Ulsan the first city in the country to adopt it. In 2020, it was recognized as an outstanding fiscal initiative at a national local government best-practices forum and received a commendation from the Office of the Prime Minister.