Go to Main Content

City Branding


Since the 2002 World Cup, the Seoul Metropolitan Government became the first government institution to introduce the concept of city marketing. In particular, Seoul City declared 2007 as the first year of its promotion of the Seoul brand and set itself the goal of attracting 12 million foreign tourists and becoming ranked as the world’s 10th most powerful city brand.

Also, by 2015, the city government aims to attract 20 million foreign tourists and become one of the world’s top three global MICE cities. In order to develop the new city brand, the establishment of relevant infrastructure and the strategic management and use of city branding, an invisible asset, is critical.

Overview of Seoul Brand


Year Design Meaning
2002 2002 Design “Hi” is an English greeting and one of the most used words around the world. It delivers Seoul’s message in a friendly and cheerful way. As a homonym of “high,” it expresses Seoul’s vision of becoming one of the greatest metropolitan cities in the world.
2006 2006 Design “Soul” has a variety of meanings, including spirit, vigor, passion, and essence, but “spirit” is closest to its true meaning. Also, as “soul” sounds similar to the pronunciation of “Seoul,” the “Soul of Asia” signifies that Seoul embraces and combines diverse Asian cultures while showing the true essence of Seoul’s culture.
2009 2009 Design This expresses Seoul’s infinite capacity for development.
2010 2010 Design Appointed a “UNESCO City of Design,” the name and logo of UNESCO are used in all projects and activities conducted by the Seoul Metropolitan Government.
2012 2012 Design This expresses the various meanings and possibilities of Seoul, allowing citizens to fill the space with a word from their own imagination.


To see Seoul’s symbols, please visit: