Samcheok City Unveils New Look for ‘Samcheokdongja’ Mascot After 25 Years

On January 2, Samcheok City in Gangwon Province announced that it has reinterpreted its representative character, which has been with citizens for 25 years, giving it a friendly and sophisticated image that fits the changing times.

Samcheokdongja Character Change Poster. Provided by Samcheok City

The city’s mascot, ‘Samcheokdongja,’ was first introduced in 1999 and has since become a familiar symbol for citizens, being used in city promotions, various events, and tourism marketing. However, due to the aging design and shifting public sentiment, there has been a continuous call for a new image.

Through this renewal, Samcheok City has maintained the unique symbolism and identity of Samcheokdongja while transforming it with a modern design. In particular, the character has been revamped to be friendly and stylish, appealing to all age groups including Millennials & Gen Z. The city plans to actively utilize the new character to enhance its brand value going forward.

Song Sunik, head of the planning team, stated, "The representative character is the face of the city and an important medium for communicating with citizens. Through this new character that fits the changing times, we aim to become closer to citizens and widely promote the charm of Samcheok."