Honorary Road Names Once Exclusive to Major Conglomerates Now Expand to Food Industry
Local Governments Seek Tourism and Investment, Companies Enhance Brand Value
Honorary roads named after companies are increasing across the country. Once considered the exclusive domain of large conglomerates such as Samsung, LG, and Hyundai Motor, honorary roads are now spreading to the food and franchise industries. These roads are becoming symbols of mutual growth between companies and local governments, rather than simply being road names.
According to industry sources on June 27, Gumi City in North Gyeongsang Province recently renovated the "Gyochon1991 Culture Street" in partnership with Kyochon F&B. This street covers an approximately 500-meter section from Gumi General Terminal to Donga Department Store, centered around "Gyochon1991-ro," which Gumi City designated as its first honorary road last year. A total budget of 1.8 billion won was invested (1.3 billion won from Kyochon, 500 million won from Gumi City).
Gumi is where Kwon Won Kang, chairman of Kyochon F&B, opened the first Kyochon Chicken store in 1991. The original store is still operating in Songjeong-dong. Gumi City explained that it granted the honorary road name to highlight the symbolic significance of Kyochon and to contribute to revitalizing the local tourism industry and economy.
Chairman Kwon emphasized, "Gyochon1991 Culture Street is not just a branded space, but the result of Kyochon's philosophy of growing together with the local community," adding, "We will continue to realize social value through ongoing cooperation with the community."
Last year, Gumi City designated the approximately 500-meter section from Gumi General Terminal to Donga Department Store as the honorary road "Gyochon1991-ro." Photo by Han Yeju
Before Kyochon Chicken, Harim received an honorary road designation. On May 4, 2020, Iksan City in North Jeolla Province designated a 1.9-kilometer section from the front of Harim Holdings' headquarters to Iksan Station Intersection as "Harimro." In March of this year, Iksan City decided to maintain "Harimro," its first honorary road, until 2030.
Iksan is both the hometown and the starting point of Harim founder Kim Hong Kook. The story of Chairman Kim raising 10 chicks given by his grandmother as an elementary school student and then establishing a broiler farm is well known.
Chairman Kim has invested more than 600 billion won in the Iksan Food Industrial Complex and created over 4,000 jobs. Currently, Iksan is home to the headquarters of 17 Harim affiliates and 55 business sites. When extending the honorary road, Iksan City explained, "We are extending the usage period to commemorate the value of companies that have grown together with the local community and to continue the purpose of the honorary road designation."
In addition to these two companies, various companies in the distribution industry have received honorary road designations, such as "Jeonggwanjang-ro" for KGC Ginseng Corporation in Buyeo-gun, South Chungcheong Province; "Sol Beach-ro" for Daemyung Sono in Namhae-gun, South Gyeongsang Province; and "Baek Jongwon Street" for The Born Korea in Yesan-gun, South Chungcheong Province.
An honorary road is a symbolic road name additionally granted to all or part of an already-named road for purposes such as attracting companies or promoting international exchange. Although it is not a legal road name used for mail delivery, it is granted after reviewing social contribution and public interest in accordance with the Road Name Address Act. It can be extended through re-evaluation every five years.
The honorary road designation system began in 2016 when Changwon City, South Gyeongsang Province, first introduced it as part of a project to revitalize local companies. Since then, Changwon City has granted road names after three companies: Doosan Volvo-ro, LG Electronics-ro, and Hyosung-ro.
Road names based on company names or the names of company owners have mainly been created by the four major conglomerates. There are more than five road names associated with Samsung. In 2021, Uiryeong-gun granted honorary road names such as "Hoam Lee Byung Chul-daero," "Samsung Lee Kun Hee-daero," and "Samsung Lee Byung Chul-daero" to roads near the birthplace of Samsung's founder, in commemoration of the Samsung founding spirit. Gwangju Metropolitan City named a section of the road leading to Samsung Electronics "Samsung-ro" to recognize its contribution to the development of the electronics industry. In Geoje City, South Gyeongsang Province, there is "Samsung Heavy Industries-ro," and in the past, Yongin, Hwaseong, Suwon, and Pyeongtaek in Gyeonggi Province had "Samsung-ro" named after Samsung, which built semiconductor plants there.
In Changwon City, South Gyeongsang Province, there is "LG Electronics-ro." In Ulsan, there is "HD Hyundai Construction Equipment-ro," and in Gwangju Metropolitan City, where a Kia plant is located, there is "Kia-ro."
The reason local governments have started naming roads after companies is to actively attract corporate investment. For companies, having a road named after them helps boost employee pride and reinforces their image as a company that has grown around a particular base. It is also advantageous for promoting their ongoing mutually beneficial relationship with the local government.
An industry insider explained, "The designation of road names, including honorary roads, provides both promotional benefits and practical advantages for both local governments and companies," adding, "Because most of these roads are related to the hometowns of company owners, it is also effective in strengthening the symbolic significance of the company."
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