BUSAN — MAD STARS 2026, Asia's largest and South Korea's only international advertising festival, opens at 5 p.m. on the 26th across the Haeundae district, including at Signiel Busan. Now in its 19th year, the event explores the next-generation vision and potential for advertising and marketing amid the spread of artificial intelligence and a rapidly changing industry.
This year's festival, sponsored by the city of Busan and the Ministry of Culture, Sports and Tourism and organized by the Busan International Marketing Advertising Festival Organizing Committee, is themed "AMPLIFY." Following the opening ceremony, the program includes an academic conference, an exhibition of entries from around the world, a next-generation creator competition and an awards ceremony on the 28th.
This year stands out for a sweeping overhaul of its entry system and operational changes that squarely reflect the AI era. Entry categories have been reorganized into a "Solutions Group" and a "Positive Impact Group," while a "Use of AI" category, covering the creative use of AI technology, and "Health Stars," in the health and wellness field, have been added. To ensure transparency in judging, whether and how each entry used AI will be disclosed openly.
AI technology has also been introduced in on-site operations. Conference attendees can listen to real-time AI interpretation in their preferred language on their own smartphones. Information on exhibited works is provided in eight languages, including Korean, English, Japanese and Chinese, dramatically improving accessibility and convenience for participants.
Leading creative figures from around the world are gathering as well. At the opening ceremony, Raja Rajamannar, chief marketing officer of Mastercard, who spearheaded the company's global "Priceless" brand campaign, will receive the International Honor Award, while Lim Ji-young, chairwoman of the Korea Advertising Film Producers Association, will receive the Achievement Award. Active experts from global firms including Publicis London, Cheil Worldwide and Japan's POLA will then take the stage to share in-depth insights into marketing strategy and creativity in the AI era.
The festival is also introducing a "Country Special Program," with the Philippines as its first target, to expand its global network. Competitions pitting junior advertising professionals and university students from around the world against one another will also be held: "New Stars" (63 participants from nine countries) and "Young Stars" (93 participants from 10 countries). As a citizen-friendly related event, a "Creative Pop-up" will run free of charge at Domoheon from the 10th to the 13th of next month.
Busan Mayor Jeon Jae-soo said, "Through this arena of innovation where AI meets human creativity, we will spare no support to help Busan grow into a global hub for exchange in the marketing and advertising industry."
