Achieving the Korea Public Brand Award for Two Consecutive Years
The city brand "Yi Sun-sin 1545" of Jung-gu, Seoul (Mayor Kim Gilseong), has won the grand prize in the Brand Communication category at the 3rd Korea Public Brand Awards. This marks the second consecutive year that Jung-gu has received the Korea Public Brand Award.
The number "1545" signifies the birth year of Admiral Yi Sun-sin. Yi Sun-sin was born in Geoncheon-dong, Seoul (present-day Inhyeon-dong, Jung-gu).
This award recognizes the high value placed on the collaborative process in which experts, residents, and staff communicated and worked together to reinterpret the historical significance of Jung-gu as the birthplace of Admiral Yi Sun-sin and transform it into a modern city brand.
In April, Jung-gu officially launched the city brand "Yi Sun-sin 1545" by declaring the vision, "The Great Beginning of Admiral Yi Sun-sin, Once Again in Jung-gu." From brand planning and story development to BI design and policy linkage strategy, experts, public officials, and residents continuously exchanged ideas, establishing a practical communication structure.
The brand also earned praise for its empathy and representativeness as a public brand by setting its direction through activities such as online and offline voting for BI brand naming, a supportive comment event, and a public forum of 100 residents during the Brand Festa.
Jung-gu has consistently applied the brand to various promotional, cultural, and educational policies, strengthening communication efforts to raise awareness of the meaning of "Yi Sun-sin 1545." The recently held first Yi Sun-sin Festival was well received as a leading example of residents, youth, and local organizations participating together in planning and management.
Going forward, Jung-gu plans to further spread the brand by creating a commemorative space at Yi Sun-sin's birthplace and developing educational content and tour courses. The district also aims to globalize the brand through marketing to foreign tourists and academic research.
Mayor Kim Gilseong of Jung-gu stated, "This award is the result of our city brand being created not as a unilateral administrative product, but as a joint work by experts, residents, and staff. We will continue to advance Jung-gu's city brand through communication and collaboration so that 'Yi Sun-sin 1545' can become a true local asset."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
