SEOUL, South Korea, October 27, 2020 – The Seoul Metropolitan Government announced that it will host the “5th Seoul Brand Global Forum” under the theme of “SEOUL Initiative: The Future of City Leadership.” It will take place at SEOUL ON, the city’s studio dedicated to video conferences, at 2 p.m. on October 28.
With the central theme of “SEOUL Initiative,” Seoul’s global leadership and vision to lead the city brand’s future in a new global era will be discussed during the forum.
Seo Jeong-hyup, the Acting Mayor of Seoul, and Kim In-ho, the Chairperson of Seoul Metropolitan Council, will deliver their welcoming addresses, and Kim You-kyung, Professor of Hankuk University of Foreign Studies and Commissioner of Seoul Brand Committee, will deliver the keynote speech about “Future of Cities in New Global Era.”
The forum consists of three sessions. The first session of “Pioneer Initiative” will be attended by world-renown scholars, including Simon Anholt, the creator of the “nation brand” term; Guy Sorman, a globally acclaimed critic of culture and civilization; and economist Jacques Attali. They will exchange their insights into global cities’ new aspects and roles changed according to the passing of time.
During the second session of “Healing Initiative,” fusion traditional music band LEENALCHI is expected to present rhythmical performances in the background of typographies. Their performances are expected to offer solace and hope to all those who have grown weary of the pandemic.
The third session “Paradigm Initiative” will be participated by Director-General Park Jin Young of Public Communications at the Seoul Metropolitan Government, Professor Lim Hye-bin of Industrial Psychology at Kwangwoon University, Professor Jeon Jong-woo of Communication at Dankook University, and Kim Joo-ho, former vice-chairman of the 2018 PyeongChang Olympics. They will make presentations and discussions to explore the future direction of Seoul’s city brand.
The forum can be viewed in real-time on Seoul’s YouTube channel (www.youtube.com/seoulcityofficial) from 2 p.m. on October 28.
Director-General Park Jin-Young said, “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.” He added, “Seoul will seek various directions with initiatives so as to continue its reputation in terms of the city brand in the upcoming new global era.”
5th Brand Global Forum Speakers
|No||Name||Occupation||Education and Career|
International Marketing Consultant
|· 57 countries’ government policy advisor
· Founder of Anholt-GMI
· Founder of Anholt Nation Brands Index/City Brands Index
· Former Vice-Chairman of the UK Foreign Office’s Public Diplomacy Board
· Author of "Brand New Justice," etc.
|Civilization Critic, Professor||· Professor of economics, Paris Institute of Political Studies (Sciences Po) & Hoover Institution, Stanford University
· Former advisor to the French prime minister
· Former strategy advisor to the French President (Jacques René Chirac)
· Author of "Le Monde est ma tribu," etc.
|· First head of the European Bank for Reconstruction and Development
· Founder of Positive Planet
· Former counselor to President François Mitterrand
· Columnist of Les Echos (French newspaper)
· Author of “Vivement apres-demain!,” “Une breve histoire de l’avenir,” etc.
|Professor of Media Communication,
Hankuk University of Foreign Studies
|· Former Senior Vice President of Hankuk University of Foreign Studies
· Head of Public Brand Research Center
· Commissioner of Seoul Brand Committee I & II
|Professor of Industrial Psychology,
· The Ohio State University Ph.D. (Judgment & Decision Making, Quantitative Psychology)
|Professor of Communications,
|· University of Florida Ph.D. (Advertising)
· Studied journalism at Hankuk University of Foreign Studies
|President, KPR||· Vice President of Korea PR Association
· Former Vice Chairman of the 2018 PyeongChang Olympics Organizing Committee
· Master of Cheil Worldwide Inc.
5th Seoul Brand Global Forum Programs
|Opening||04´||Opening & Introduction||MC (Na Seung-yeon)|
|Congratulatory Message||06′||Congratulatory Message by Acting Mayor of Seoul and Chairperson of Seoul Metropolitan Council||Video Clip|
|Keynote Speech||15′||Future of Cities in New Global Era||Kim You-kyung|
|Session 1||60′||(City & Brand) Issues and Role Change of City Branding in News Global Era (15′)||Simon Anholt|
|Q&A (1) – 5´||MC|
|(Humanity & Social) Prospects for New Global Social Changes and Role of City in Crisis (15′)||Guy Sorman|
|Q&A (2) – 5´||MC|
|(Culture) City’s Role via Culture, City Branding Strategy in New Global Era (15′)||Jacques Attali|
|Q&A (3) – 5′||MC|
|Session 2||25′||Performances giving comfort and hope to people in the world who are suffering from COVID-19 (5′)||LEENALCHI|
|"Hope Talk" to overcome COVID-19 (17′)||Recorded in Studio|
|BTS – SEE YOU IN SEOUL||Video Clip|
|Session 3||80′||Future of the City, Seoul as a Brand (20′)||Director-General of Public Communications, SMG|
|Study of the Evaluation of City Brand Image in the New Global Era (20′)||Lim Hye-bin|
|Impacts of COVID-19 and its responses on city branding (20′)||Jun Jong-woo|
|Why the Seoul Initiative (20′)||Kim Joo-ho|
|Closing||05′||Closing – Meaning of the City and Seoul Video||Video Clip|