On October 29, 2017, a special festival was held at the Oil Tank Culture Park in Mapo-gu to celebrate the 2nd anniversary of I SEOUL U, the new city brand of Seoul, which had been selected through the participation of over 200,000 citizens in 2015. The event was composed of the three programs of I Market U, I Busking U and I Concert U, centering on the brand’s core values of Coexistence, Passion and Composure. Seven experience-based programs were operated as well for all visitors to take part in. Artists sold collaborative products featuring the I SEOUL U brand at ‘I Market·U’ while ‘I·Busking U’ hosted indie band performances for visitors to enjoy while lounging around and admiring the Autumn scenery. ‘I·Concert·U’ staged performances in diverse genres to induce the participation of young people.