Daejeon Tourism Character 'Kkumssi Family' Enters Global Market

Daejeon’s Kkumssi Family Embarks on Global Expansion
Limited Edition Sneakers to Launch as “Fashion Icons” by Year-End

Photo by Daejeon City

Daejeon's flagship tourism characters, the 'Kkumssi Family,' are set to enter the global market through a co-branding initiative that will feature the 'Kkumssi Family' on sneakers.

The City of Daejeon, Daejeon Tourism Organization, and the American premium shoe brand Code by Gentry have signed a co-branding business agreement and will begin full-scale production, aiming to launch a limited edition by the end of 2025.

At 2:30 p.m. on August 18, at the reception room on the 10th floor of City Hall, the City of Daejeon announced its entry into the global market by signing a four-party business agreement for the co-branding of sneakers featuring the 'Kkumssi Family' characters. The agreement was made with the Daejeon Tourism Organization, Code by Gentry, and Soul Company (the Asian distributor for the American sneaker brand).

The 'Kkumssi Family' has been widely used as Daejeon's representative tourism characters in various areas, including local festivals, tourism merchandise, and marketing.

This collaboration is a premium limited-edition sneaker production project aimed at entering the global market, in partnership with Code by Gentry, founded by Gentry Humphrey, who led the Nike Jordan brand for 30 years and has had a major influence on the global sneaker market.

Under the agreement, the City of Daejeon will oversee the project and provide administrative support, while the Daejeon Tourism Organization will be responsible for character licensing, promotion, and marketing. The private companies, Code by Gentry and Soul Company, will handle all aspects of product planning, design, production, and distribution, adding global brand sensibility and quality.

The sneakers are scheduled to be fully designed by the end of this year and released as a special limited edition. In Korea, they will be sold through online platforms and pop-up stores at major offline shopping malls, with additional production being considered depending on sales performance.

Lee Jangwoo, Mayor of Daejeon, stated, "This marks a meaningful beginning in proving the value of our local characters on the world stage," adding, "I hope Daejeon's tourism characters will rise as global fashion icons."