Kkumdori Ramen, Collaboration Goods with Local Sports Teams, and Daejeon-bound Tourism Train Planned
Daejeon City announced that it will strengthen its urban brand competitiveness by promoting the “Daejeon Kkumssi Family.”
To achieve this, the city plans to gradually implement around 130 detailed tasks across four key areas: tourism product development, enhanced city promotion, commercialization model establishment, and online presence strengthening.
To boost tourism product development and city promotion, the city will establish tourism hub spaces in the first half of this year by relocating the Daejeon Tourism Organization to the original downtown area. Additionally, it will expand promotional centers and stores in major locations both inside and outside of Daejeon, such as opening the second Seoul Antenna Shop, setting up sales outlets within the Daejeon Social Economy Innovation Town, and installing goods vending machines at the Daejeon Convention Center.
The city is also focusing on developing tourism products featuring the Daejeon Kkumssi Family. These include Daejeon Kkumdori Ramen, a Daejeon-bound tourism train in collaboration with KORAIL and KORAIL Tourism Development, Kkumssi Family-themed rooms in partnership with local accommodations, and night tourism products linked to the city’s night tourism specialization project.
In addition, symbolic sculptures of the “Daejeon Kkumssi Family” will be installed at Daejeon Hanwha Life Eagles Park and Daedong Sky Park to ensure easy recognition by citizens and tourists. The city also plans to add Kkumdori taxi signs to 900 more vehicles and increase the number of themed subway cars from two to four, further exposing the brand throughout the city.
The city will also focus on building commercialization models and strengthening its online presence. By dividing roles with organizations such as the Daejeon Tourism Organization, Daejeon Design Promotion Agency, and Daejeon Tourism Association, and working with private companies, the city will diversify its merchandise. It will actively support character licensing so that both public and private sectors can widely utilize the intellectual property (IP) of the Daejeon Kkumssi Family. Collaborative projects involving industry, academia, and government will also be promoted in partnership with local sports teams and universities.
Digital content such as webtoons, animations, and Instagram comics featuring the Daejeon Kkumssi Family will continue to be produced, and the brand’s recognition will be enhanced through active promotion on social media, broadcasts, and outdoor billboards.
Lee Jangwoo, Mayor of Daejeon, stated, “The Daejeon Kkumssi Family is a unique character exclusive to Daejeon with strong competitiveness and influence. We will do our best to develop distinctive tourism content utilizing this character so that it becomes a beloved brand among citizens and visitors.”
Meanwhile, last year, by utilizing the Daejeon Kkumssi Family, the Kkumdori Taxi was selected as “Brand of the Year” by consumers, and the city received the Excellence Award at the Korea Brand Awards.
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