Management Performance, Brand Value, and Customer Satisfaction
Selection of the Most Beloved Brand by Consumers
Hapcheon-gun, Gyeongnam Province, received an award in the cultural tourism city category of the ‘2025 Korea Brand Hall of Fame’ for its representative brand ‘Suryohan Hapcheon.’ This award is the result of high recognition for its brand strategy that combines wellness and cultural tourism.
This award is organized by the Industrial Policy Research Institute (IPS) and sponsored by the Ministry of Trade, Industry and Energy. It comprehensively evaluates management performance, brand value, customer satisfaction, and more among local governments and companies nationwide to select the most beloved brands by consumers.
Hapcheon-gun has expanded beyond its existing agricultural, livestock, forestry, and specialty product brands to foster a ‘Hapcheon-style premium culture and tourism industry’ through sports and cultural tourism. In particular, its development as a wellness tourist destination is gaining attention by providing healing and happiness to modern people through various healing programs and natural scenery.
The county has achieved remarkable results annually in the tourism sector. Major projects include ▲global tourism resource development of the Hapcheon meteorite crater ▲promotion of Hapcheon Film Theme Park as a key tourist site ▲creation of a premium tourism belt to establish a destination where visitors stay longer ▲activation of the brand ‘Travel City with Rest (休).’
This year, Hapcheon-gun is fully committed to building the image of a ‘Travel City with Rest (休)’ and a ‘Wellness Tourism City’ by utilizing attractive natural scenery throughout all four seasons, just like its brand slogan ‘Suryohan Hapcheon.’
‘Odosan Healing Forest,’ Hapcheon’s representative wellness tourist site, comforts visitors’ bodies and minds with negative ions emitted from centuries-old native pine trees and the sounds of nature. Here, forest healing programs and thermal therapy provide optimal healing for modern people.
Additionally, Hwangmaesan County Park boasts diverse landscapes throughout the year and is famous for its vivid azaleas in spring and silver grass in autumn. Following the Gayasan Sorigil, one of Korea’s top 100 premium forests selected by the Korea Forest Service, visitors can pass through the Haeinsa Hongryudong Valley and find mental and physical stability in nature.
Hapcheon is the largest county in Gyeongnam with an area 1.6 times that of Seoul, offering various camping and leisure activities utilizing its pristine natural environment. Around Hapcheonho Lake, including Hwangmaesan Byeolgung Camping Site, there are many experience spaces harmonized with nature such as glamping and Airstream camping sites.
Especially at Hapcheonho Lake, visitors can enjoy various leisure sports such as wooden canoe experiences, Daamsan paragliding, water leisure activities, and light aircraft experiences, providing new enjoyment. In addition, facilities for park golf and survival games are available, offering healthy and lively relaxation for people of all ages.
County Governor Kim Yoon-cheol emphasized, “Hapcheon is a historic site with the millennium-old temple Haeinsa and a meteorite crater from 50,000 years ago, as well as a city boasting clean nature that can be enjoyed all year round.” He added, “We will continue to strengthen the image as a tourism city where rest and healing coexist, just like the brand name ‘Suryohan Hapcheon.’”
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