A stranded shark has become an unexpected sensation in Busan, South Korea, drawing over a million tourists and significantly boosting local retail sales. The three-meter-long shark, affectionately nicknamed "Bukangi," has captured the public's attention following continuous media coverage of efforts to return it to the ocean.

In recognition of its popularity, the city of Busan has appointed Bukangi as an honorary ambassador, placing it at the center of various local promotional campaigns. This phenomenon exemplifies how wildlife can unexpectedly attract tourism and stimulate local economies.

Since Bukangi's appearance in mid-September, convenience stores near the park area have reported a staggering 76.7% increase in sales compared to earlier in the month. Additionally, nationwide sales of shark-themed products, such as Jaws Bar ice cream, have surged by 26.5%. This rapid growth has sparked what is being termed a "brand war" in the city.

Busan's mayor, Chun Jae-soo, has announced measures to prevent any private trademark registrations of the name "Bukangi" for commercial purposes, stating, "Bukangi has become a new symbol of Busan. I will ensure that no individual can monopolize this name." Meanwhile, Yun Jinho, a director at Choin Marketing Lab, cautioned that while local businesses might be quick to launch shark-themed products, the eventual departure of the shark could complicate their marketing strategies.

Efforts to guide Bukangi back to the ocean have been ongoing. In September, city officials attempted to lure the shark away using high-pressure water jets and loud noises, but these efforts were unsuccessful. During a second rescue attempt, they used a wide net to try to guide it towards an exit, but the shark swam further inland, evading capture.

Scientists from the National Fisheries Science Institute of South Korea are closely monitoring Bukangi's movements and health. Experts warn that prolonged stay in the area could weaken the shark. However, as water temperatures drop, it is likely that Bukangi will eventually return to the ocean on its own. Choi Youn, a professor of taxonomy and fish ecology at Kunsan National University, noted that the shark may have been attracted to electromagnetic fields generated by underwater power cables along its route. Sharks are known for their ability to navigate using the Earth's magnetic fields.