Seoul Brand

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Information as of 21 Feb, 2017

Overview |
Program |
Speaker Profile

The Seoul Metropolitan Government (SMG) hosted the 2017 Seoul Communication Conference at the multipurpose room on the eighth floor of the City Hall building on November 9 (Thu) and 10 (Fri), 2017.

This year’s Seoul Communication Conference was held under the theme of ‘Seoul, Connecting Cities’ and was divided into the City Brand Forum on the first day and the Social Conference on the second day. The event featured lectures, open podcasts and performances by domestic and international experts in the categories of city brand and social media, both of which are actively being utilized as a new form of media communication.

2017 City Brand Forum

City Brand Forum: November 9 (Thu) 13:00~18:00

The City Brand Forum, held on Day-1, kicked off with an opening speech by Seoul Mayor Park Won-soon and a keynote speech by Professor Kim Yu-kyeong of the Hankuk University of Foreign Studies (Co-chair of the Seoul Brand Committee) titled ‘Seoul Brand, its Symbolic Meaning and Value.’ This was followed by presentations by experts on the topic of ‘City Equals Communication’ on overseas branding cases and strategies and discussion by panels and citizens. Six experts gave their presentations over two sessions. The sessions were divided under the subjects of ‘Containing the Values of a City Brand’ to discuss the direction and strategy of city branding and ‘Seeing the Future of the City Brand’ to contemplate the future of the Seoul Brand.

During session 1, Policy Director Isoda Atsushi from Kumamoto Prefecture, famous for its city mascot Kumamon, introduced the ‘Kumamon Promotion Strategy.’

2017 City Brand Forum

Then, Director Brett McEwan Free of the Public Information Agency in Hong Kong, famous for its global city brand, introduced the ‘Global City Brand Strategy of Hong Kong.’

2017 City Brand Forum

Lastly, Professor Takashi Inoue of Kyoto University, a big name in Japan’s PR business, talked about the ‘Past, Present and Future of the Tokyo City Brand.’

2017 City Brand Forum

2017 City Brand Forum

During session 2, ‘Seeing the Future of the City Brand,’ Professor Lee Hui-bok of Sangji University, Kim Jun-hwan of Chungwoon University and Kim Byeong-hui of Seowon University gave their thoughts on domestic and international city branding cases and discussed the future of Seoul’s city brand through presentations and discussion.

Program Schedule

Program Schedule
(Day-1) City Brand Forum November 9, 2017 (Thu) at 10:00~17:00
13:00~13:40 【Registration】
13:40~13:50 【Opening Ceremony】Opening Ceremony and Congratulatory Speech

▷ Video Greeting (13:40~13:46): Park Won-soon (Seoul Mayor) / Yang Jun-uk (Chairman of the Seoul Metropolitan Council) ▸Opening Speech (13:46~13:50): Kim Jong-uk (Deputy Mayor of State Affairs at the Seoul Metropolitan Government)

13:50~14:05 【Keynote Speech】Symbolic  Meaning and Value of the Seoul Brand

▷ Professor Kim Yu-kyeong at the Hankuk University of Foreign Studies
/Co-chair of Seoul Brand Committee: Symbolic  Meaning and Value of the Seoul Brand

14:05~15:35 【Session 1】‘Containing the Values of a City Brand’

▷ Isoda Atsushi (Policy Director at Kumamoto Prefecture): Kumamon Promotion Strategy ▸Brett McEwan Free (Director of the Public Information Agency in Hong Kong): Global City Brand Strategy of Hong Kong ▸Takashi Inoue (Professor at Kyoto University) : Past, Present and Future of the Tokyo City Brand

15:35~15:50 Coffee Break
15:50~16:05 Flamenco Performance (Jeong Seon-hui Flamenco Dance Group)
16:05~17:35 【Session 2】Seeing the Future of the City Brand

▷ Lee Hui-bok (Professor at Sangji University): Communicating City Brands through Slogans ▸Kim Jun-hwan (Professor at Chungwoon University): Trends and Implications of Overseas City Brands ▸Kim Byeong-hui (Professor at Seowon University): Suggestions for the Future of the Seoul Brand

17:35~17:55 Citizen-participated Event

2017 City Brand Forum Speaker Profile

■ Keynote Speech| Speaker Profile

Kim Yu-gyeong (Professor at Hankuk University of Foreign Studies)
Kim Yu-gyeong (Professor at Hankuk University of Foreign Studies)
Kim Yu-gyeong Name Kim Yu-gyeong
Titles Current) Professor of Media Communications at Hankuk University of Foreign Studies
Current) Co-chair of the Seoul Brand Committee
Career □ Vice President of Public Affairs at Hankuk University of Foreign Studies
□ Member of the National Brand Development Group
□ Member of the Presidential Council on Nation Branding
□ Chairman of the Korea Advertising Society

■ Session 1| Speaker Profile

Session 1| Speaker Profile
Isoda Atsushi (Policy Advisor at the Governor’s Office of Kumamoto Prefecture)
Isoda Atsushi Name Isoda Atsushi
Titles Current) Policy Advisor at the Governor’s Office of Kumamoto Prefecture
Current) Manager at Kumamon Group
Career □ Commerce and Industry Deliberator and Deputy Manager at Osaka Office in Kumamoto Prefecture
□ Policy Advisor at the Ministry of Commerce, Industry, Tourism and Labor in Kumamoto Prefecture
Brett McEwan Free (Director of the Public Information Agency in Hong Kong)
Brett McEwan Free Name Brett McEwan Free
Titles Current) Director of the Public Information Agency in Hong Kong
Career □ Promotion of ISD
Takashi Inoue (Professor at Kyoto University)
Takashi Inoue Name Takashi Inoue
Titles Current) Professor at Kyoto University
Career  

■ Session 2| Speaker Profile

Session 2| Speaker Profile
Lee Hui-bok (Professor at Sangji University)
Lee Hui-boki Name Lee Hui-boki
Titles Current) Professor of Media Advertising at Sangji University
Career □ Advisory Professor to the Korean Red Cross and the Ministry of the Interior
□ President of the Korean Advertising and PR Practitioners’ Society
Kim Jun-hwan (Professor at Chungwoon University)
Kim Jun-hwan Name Kim Jun-hwan
Titles Current) Professor of Media Advertising at Chungwoon University
Career □ Chief Researcher of Management Strategy at the Samsung Economic Research Institute
Kim Byeong-hui (Professor at Seowon University)
Kim Byeong-hui Name Kim Byeong-hui
Titles Current) Professor of Media Advertising at Seowon University
Career □ 15th Chair of the Korean Academic Society for Public Relations
□ Books: Consumption History of Media Technology in Ads, etc.