This study has an intention of researching the strategies to activate the character of PIFF (Pusan International Film Festival), focusing on activating the character's narrative. PIFF has developed as the world wide film festival for short time. Though it doesn't link the film festival to the other film festivals effectively, and it scarcely has an active character business to make itself the pivot to promote the film festival. This study analyzes the causes and proposes five counter plans. 1) Character is to be developed to embody, continue and expand the identification of PIFF. It's possible in case of considering four mottos of PIFF, trying to realize the identification variously and recognizing the complementary relationship of character's narrative and film festival's narrative. 2) The character of PIFF be requested multiple or divided into sub-characters to realize themselves for diverse ages, levels, and media. 4) The product of PIFF character should be on sale. It should be available to be on the market, since PIFF is an annual event continuing and expanding, passing from the step ‘pre - festival’ to ‘post - festival’ 5) The taste of customers should be grasped and accurately reflected in the character products. PIFF character mediates the expectation and remembrance of PIFF. Therefore the character which doesn't maintain its identification and durability is definitely not able to guarantee the reason for being. At once it's necessary to plan the strategies for development ; considering PIFF character doesn't have the only cultural worth to converge into its identification but also has an attribute as the product to reveal the economic worth.

This study has an intention of researching the strategies to activate the character of PIFF (Pusan International Film Festival), focusing on activating the character's narrative. PIFF has developed as the world wide film festival for short time. Though it doesn't link the film festival to the other film festivals effectively, and it scarcely has an active character business to make itself the pivot to promote the film festival. This study analyzes the causes and proposes five counter plans. 1) Character is to be developed to embody, continue and expand the identification of PIFF. It's possible in case of considering four mottos of PIFF, trying to realize the identification variously and recognizing the complementary relationship of character's narrative and film festival's narrative. 2) The character of PIFF be requested multiple or divided into sub-characters to realize themselves for diverse ages, levels, and media. 4) The product of PIFF character should be on sale. It should be available to be on the market, since PIFF is an annual event continuing and expanding, passing from the step ‘pre - festival’ to ‘post - festival’ 5) The taste of customers should be grasped and accurately reflected in the character products. PIFF character mediates the expectation and remembrance of PIFF. Therefore the character which doesn't maintain its identification and durability is definitely not able to guarantee the reason for being. At once it's necessary to plan the strategies for development ; considering PIFF character doesn't have the only cultural worth to converge into its identification but also has an attribute as the product to reveal the economic worth.

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