Kkumssi Family City Brand Recognized for Its Value
On September 18, the city of Daejeon was awarded the Presidential Award, the highest honor, at the 21st Korea Local Government Management Competition, in recognition of the value of its "Kkumssi Family" city brand.
This award is the result of Daejeon's creative policies developed together with its citizens being recognized for their excellence nationwide. The city has been highly praised for promoting more than 130 detailed projects in cooperation with its affiliated organizations, such as public corporations, public agencies, and funded institutions. These efforts have contributed to the local economy and enhanced the value of the city brand through tourism product development, city promotion, and strengthening of online content.
The "Daejeon Kkumssi Family" is the city's representative family character, created at the end of 2023 by modernizing "Kkumdori," the mascot of the 1993 Daejeon Expo.
The city has utilized this character beyond simple promotion, generating synergy effects through public-private collaboration in producing merchandise, regional festivals and stay-type tourism, public design of facilities and transportation (such as Kkumdori taxis and Kkumssi-themed urban railways), and partnerships with professional sports teams based in Daejeon (Hanwha Eagles and Hana Citizen).
In particular, the city has promoted the commercialization of a variety of products, including Kkumdori ramen, walnut cookies, Makgeolli, and Kkumssi Family bankbooks, contributing to job creation for local youth and revitalization of the regional economy.
More than 160 types of Kkumssi Family merchandise have been released, achieving sales of 900 million won in 2024 and 1.6 billion won as of the end of August this year, establishing themselves as must-buy shopping items for visitors to Daejeon.
Meanwhile, the award ceremony coincided with the opening event of the "2025 Regional Economy Innovation Expo" held in Daejeon, adding to its significance. At the expo, Daejeon City showcased achievements in its six strategic industries and local company products, as well as Kkumssi Family merchandise and the Kkumdori robot, receiving an enthusiastic response from visitors.
In particular, at the TJ Mart within the venue, nine Kkumdori merchandise companies sold specialized products such as Makgeolli and cup ramen, while 13 local small business owners participated in open markets and live commerce, helping to boost consumer sentiment ahead of the Chuseok holiday.
Lee Jangwoo, Mayor of Daejeon, stated, "Winning the Presidential Award is an achievement made possible by both Daejeon citizens and the administration, and is a symbolic result that demonstrates Daejeon's strength. Going forward, we will continue to develop the Kkumssi Family into Korea's leading city brand and make Daejeon an even more attractive city that draws more tourists."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
