'New Jung-gu' Rebranding Challenge by Dongguk University Students

Junggu Proposes 'Urban Brand for New Junggu Promotion' as Dongguk University Academic Festival Project

[Asia Economy Reporter Jongil Park] Jung-gu, Seoul (Mayor Kim Gilsung) is participating as a project proposer in Dongguk University's academic festival, 'Trendy Festa.'

'Trendy Festa' is an academic festival in the form of a contest hosted by students of the Department of Advertising and Public Relations at Dongguk University. It addresses problems faced by organizations and companies, seeking solutions through the perspectives and creative ideas of the MZ generation, followed by presentations and awards.

The district proposed 'Urban Branding for Promoting a New Jung-gu in the 8th Elected Term' as a contest project for this academic festival. The aim is to review Jung-gu's CI, BI, and characters and obtain differentiated promotional strategies that can captivate even the younger generation. The festival's organizing committee adopted the content requested by Jung-gu as a contest project and plans to recruit participating teams in September.

During the festival in November, the first successful teams will be announced, and on November 21, after presentations (PT), six teams showcasing noteworthy urban brand strategies will be publicly revealed as finalists.

Jung-gu plans to award a total prize of 3 million KRW to the six teams selected as finalists, in response to Dongguk University's request.

Additionally, from September to November, Jung-gu and Dongguk University are operating online mentoring. To compensate for learning deficits experienced by some youths due to the prolonged COVID-19 pandemic, students from Dongguk University's College of Education and the Chamsaram Volunteer Group have stepped in as tutors. Sixty Dongguk University students communicate one-on-one online with sixty middle school students in the district, providing guidance not only in major subjects but also advice on study methods and career exploration.

Kim Gilsung, Mayor of Jung-gu, stated, "I hope the consensus formed through continuous cooperation between Jung-gu and Dongguk University in various fields will lead to regional development and mutual growth."