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City Brand Forum

The Seoul Brand Forum has been held annually since the 1st Seoul City Brand Forum in 2016 held under the theme “City, People and Seoul.” It serves as the center of communication for the development of the city brand that celebrates the selection of Seoul’s brand, (I · SEOUl · U), shares the value and meaning of Seoul’s brand with the public, hears excellent domestic cases, and collects the opinions of experts and citizens regarding strategies for branding of Seoul’s brand.
 

About the Seoul Brand Forum

About the 5th Seoul Brand Global Forum

  • Theme: Seoul Initiative: The Future of City Leadership
  • Time/Venue: 2 PM to 6 PM on Wed, Oct. 28, 2020 at Seoul ON, a video conference studio in Seoul Citizens Hall
  • Live streamed via YouTube
  • Event: Video conference
  • Participants:
    • Emcee: Na Seung-yeong
    • Keynote: Kim You-kyung
    • Global speakers: Simon Anholt, Guy Sorman, Jacques Attali
    • Korean speakers: Park Jin-young, Lim Hye-bin, Jeon Jong-woo, Kim Joo-ho, Choi Eun-jeong (moderator)
    • Special appearance: Leenalchi
  • Main Programs
    • - (Session 1) Pioneer Initiative: Insights from global speakers on the future directions of cities in the new normal of global times
    • - (Session 2) Healing Initiative: Musical performance to share stories of Seoul citizens experiencing the coronavirus blues to offer comfort and sympathy
    • - (Session 3) Paradigm Initiative: Presentation and discussion of future directions by Korean experts to lead the paradigm of a global city brand

Re-watch videos of the Global Forum

  • [Lecture] Future of Cities in New Global Era – Professor Kim You-kyung

    At the 5th Seoul Brand Global Forum, Professor Kim You-kyung of Hankuk University of Foreign Studies gave a keynote speech titled ‘Future of Cities in New Global Era.’ He defined the new global era as an era of complementarity in which countries, cities, and humans cooperate, coexist, and complement each other based on a spirit of community when faced with a crisis, and suggested tasks that the community should implement in the new Global Era.

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] City Brand’s Key Agenda and the Change in its Role - Simon Anholt

    At the 5th Seoul Brand Global Forum, the founder of the national brand concept Simon Anholt suggested ‘Co-petition’ (cooperative competition) among countries and cities as the way ahead for global cities’ future in the new global era in his lecture on ‘city brand’s key agenda and change in its role in the neo-globalization era.‘

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] Prospects for Global Changes Amid Crisis and Role of Cities - Guy Sorman

    At the 5th Seoul Brand Global Forum, the critic of civilization Guy Sorman praised Korea’s response to COVID-19 and suggested various keywords to express Seoul in the new global era, such as the ‘Safe City,’ in his lecture on ‘Prospects for Global Changes Amid Crisis and Role of Cities.’

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] City Branding Strategy in New Global Era - Jacques Attali

    At the 5th Seoul Brand Global Forum, futurist Jacques Attali explained the concept of ‘positive city’ that aims to realize citizens’ welfare and happiness and elaborated on how Seoul fits various criteria of a positive city in his lecture on ‘City Branding Strategy in New Global Era.’

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] ‘Seoul as a city brand’ by Park Jin-young, Director-General of Public Communications, SMG

    At the 5th Seoul Brand Global Forum, Park Jin-young, the Director-General of Public Communications at Seoul Metropolitan Government shared Seoul’s exemplary cases in fighting the coronavirus and demonstrated the city government’s resolution to play a central role in international cooperation and solidarity in his lecture on ‘Seoul as a city brand.’

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] ‘Evaluation of City Brand in the New Global Era’ by Professor Lim Hye-bin

    At the 5th Seoul Brand Global Forum, Professor Lim Hye-bin of Kwangwoon University explained the shifting paradigm in city brand assessments in the wake of the coronavirus pandemic and revealed Seoul’s outstanding performance based on the new criteria in her lecture on ‘Evaluation of City Brand in the New Global Era.’

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] ‘COVID-19 and City Branding’ by Professor Jeon Jong-woo

    At the 5th Seoul Brand Global Forum, Professor Jeon Jong-woo of Dangook University said the capability to control mass infection of contagious diseases such as COVID-19 will play a critical role in a city’s competitiveness, explaining how Seoul and Korea’s effective countermeasures to the coronavirus pandemic contribute to the nation/city brand in his lecture titled ‘COVID-19 and city branding.’

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

  • [Lecture] ‘Why Seoul Initiative?’ by President Kim Joo-ho of KPR

    At the 5th Seoul Brand Global Forum, Kim Joo-ho, the President of KPR and former Vice Chairman of Pyeongchang Olympics Organization Committee said Seoul has the capabilities required to be an origin of global messaging and provided multi-dimensional perspectives on Seoul’s future to become a global leader in his lecture titled ‘Why Seoul Initiative?’.

    The 5th Seoul Brand Global Forum, which was held on October 28, discussed the future of global cities and sought the role and development direction on the Seoul brand in the wake of the new global era characterized by the pandemic and the 4th Industrial Revolution.

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Global Forum press

  • AP Sorman·Attali·Anholt “Seoul has shown ‘Safe City’ capabilities in the COVID-19 era”

    Seoul City Hall, International Forum on ‘Urban leadership in the Global Era’
    Guy Sorman “Seoul needs to be promoted as a ‘safe city’ to the world”
    Jacques Attali “Seoul has responded flexibly to COVID-19 with Capability”

    SEOUL, South Korea, Oct. 29, 2020 (GLOBE NEWSWIRE) -- How will the scholars around the world evaluate Seoul’s quarantine measures and ‘city brand value’ in the era of Corona Virus Disease(COVID-19)?

    Civilization critic and a visiting professor from the Paris School of Political Science in France Guy Sorman, an economist, futurologist and the chairman of Planet Finance Jacques Attali, and an international marketing consultant and founder of the national brand concept Simon Anhlot said in one voice that the international community has come to recognize Seoul as a ‘safe city’ by appreciating Seoul’s ability to respond to COVID-19.

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  • herald Seoul Brand Global Forum discusses city leadership in COVID-19 era

    Scholars and experts virtually gathered Wednesday for a livestreamed forum hosted by the Seoul Metropolitan Government to discuss the future of city leadership in the post-COVID-19 era.

    The fifth “Seoul Brand Global Forum” was held under the theme of “SEOUL Initiative-The Future of City Leadership,” at SEOUL ON, the city’s studio dedicated to video conferences.

    The one-day forum was organized to celebrate the fifth anniversary of the launch of Seoul’s city slogan “‘I·SEOUL·U.” In consideration of the COVID-19 situation, the conference was livestreamed without an audience.

    “This year’s forum is meaningful in that Seoul will take the initiative in discussing the future of city brands in line with the new global trend brought by the pandemic,” the city’s Public Communications Director-General Park Jin-young said.

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  • Yahoo news Seoul hosts 5th Seoul Brand Global Forum live-streamed with Simon Anholt, Guy Sorman, and Jacques Attali attending

    The Seoul Metropolitan Government announced that it will host the fifth "Seoul Brand Global Forum" under the theme of "SEOUL Initiative-The Future of City Leadership" at SEOUL ON, the city's studio dedicated to video conferences, on October 28.

    The forum is organized to celebrate the fifth anniversary of the launch of Seoul's city brand, "I·SEOUL·U." In consideration of the COVID-19 situation, it will be live-streamed without spectators. With the central theme of "SEOUL Initiative," Seoul's global leadership and vision to proactively lead the city brand's future in a new global era will be discussed during the forum.

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Foreign press regarding the Seoul Global Brand Forum

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