City branding, which we are accustomed to, is a strategic approach that emphasizes the characteristics of the city to highlight its identity and charm, aiming to give people a positive impression.

From the familiar “I SEOUL U” of Seoul to the newly born “SEOUL MY SOUL,” it represents the identity of Seoul co-created by citizens and the Seoul Metropolitan Government.

Today, many cities are making efforts to bring change by altering their brands, mascots, and more to distinguish themselves from others and develop into attractive and desirable destinations.

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