Launch of First Integrated Brand "Misopumeun"
Changing the Structure of Quality Trust and Income
The agricultural city of Andong has chosen a "brand strategy" as the solution to enhancing the competitiveness of its agricultural products. On December 21, the Andong city government announced the official launch of "Misopumeun," Andong's first integrated agricultural product brand, aiming to increase the value of local agricultural products and boost farmers' incomes.
"Misopumeun" is a brand inspired by the warm smile of the Hahoe mask, a symbol of Andong, and conveys the message of connecting the honest efforts of producers with the healthy tables of consumers. This is a strategic attempt to move away from a sales structure focused on individual items and instead establish Andong's agricultural products as a unified brand based on trust and empathy.
Throughout the brand development process, Andong city set "quality" and "reliability" as core values. The name "Misopumeun," with its gentle and familiar pronunciation, enhances consumer accessibility, while the design and concept reinforce brand consistency by reflecting the clean image and sense of stability associated with Andong's agricultural products.
The distinguishing feature is that the initiative is not just a simple change in packaging, but a comprehensive redesign of the entire consumer experience.
The city expects that the introduction of the integrated brand will instill pride in farmers and provide consumers with a clear standard for selection. In particular, the new approach is expected to move away from a price-competition-driven distribution structure, enabling the creation of added value based on brand trust.
The strategy for brand expansion is also concrete. Starting next year, integrated packaging featuring "Misopumeun" will be introduced sequentially for newly produced agricultural goods. Packaging materials applicable to a total of 18 items-including apples, yam, sweet potatoes, zucchini, and grapes-have already been developed.
The plan is to convey both a sophisticated image and a perception of consistent quality to consumers through unified design.
Marketing efforts will also be aggressive. Andong city plans to expand its nationwide consumer reach through large-scale online and offline advertising campaigns, as well as special sales events at major supermarkets.
Additionally, the city will introduce specially designed return gifts linked to the Hometown Love Donation Program. These premium packages, combining Andong Baekjinju rice and Andong Hanwoo beef, will be offered exclusively to donors, thereby enhancing both the rarity and symbolic value of the brand.
Until now, Andong has steadily improved its competitiveness by leveraging its pristine natural environment and smart agriculture infrastructure. The launch of "Misopumeun" is seen as a signal for shifting from a production logic centered on individual agricultural products to a brand-driven agricultural approach. Attention is focused on whether this will serve as a turning point for structural reform in Andong's agriculture and the establishment of a sustainable agricultural ecosystem.
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