500-Year History of 'Cheongsong Baekja' Returns as a Leading Brand of South Korea!

Cheongsong-gun, Gyeongbuk Province, announced that Cheongsong Baekja received the Encouragement Award at the ‘26th Korea Brand Awards’ ceremony hosted by the Ministry of Trade, Industry and Energy on the 12th.

Cheongsong Baekja received the Encouragement Award at the 26th Korea Brand Awards ceremony hosted by the Ministry of Trade, Industry and Energy on the 12th. Photo by Cheongsong-gun

The ‘Korea Brand Awards’ is the most prestigious brand award in Korea established by the Ministry of Trade, Industry and Energy to foster excellent brands recognized as core values of corporate and national competitiveness.

The Ministry of Trade, Industry and Energy has been awarding brands owned by companies and local governments that have contributed to national economic development by introducing brand management systems for creating high added value.

As it is conducted by the government, the selection process is rigorous. After announcing the Korea Brand Awards, the Ministry reviews the government award restriction criteria for the applicants and holds a first evaluation committee composed of external civilian experts.

Brands that pass the first evaluation undergo review by the general public and the national brand evaluation panel, followed by a second evaluation committee where representatives and related persons of the shortlisted brands present their evaluations for final selection. The finally selected brands undergo a 15-day public verification process to collect public opinions before the award is confirmed.

The Brand Evaluation Committee explained the award was given due to Cheongsong Baekja’s value promotion through hosting the Cheongsong Baekja Festival, various exchange and cooperation projects, exhibitions, securing distribution channels, producing Cheongsong Baekja suited to modern tastes, and tourism policies utilizing local traditional crafts such as the ‘Cheongsong Baekja Tourism Hub Project’ and the ‘Cheongsong Baekja Residence Project,’ reflecting Cheongsong-gun’s systematic brand management policies and excellent management achievements.

Governor Yoon Kyung-hee expressed her award acceptance, saying, “We will revitalize the tourism industry using Cheongsong Baekja as a theme and nurture specialized potters to improve the quality of Cheongsong Baekja,” and added, “Through various promotional activities such as the Cheongsong Baekja Festival, we will make the day come when more people proudly serve food to guests on Cheongsong Baekja.”

Cheongsong Baekja is one of the four major regional kilns of the Joseon Dynasty (Haiju Baekja, Hoeryeong Jagi, Yanggu Baekja) and is a representative late Joseon Dynasty porcelain with a history of over 500 years from the 16th century to the mid-20th century.