Seoul City Brand 'I·SEOUL·U', Citizen Awareness and Favorability Increasing Every Year

Survey of 1,500 People ... Awareness Increased from 63.0% to 88.3% Over 5 Years

[Asia Economy Reporter Jo In-kyung] Awareness and favorability of Seoul's 'I·SEOUL·U' brand have been increasing every year. More than seven out of ten citizens also gave positive evaluations of Seoul's COVID-19 quarantine system.

Seoul City released the results on the 16th of a survey conducted with 1,500 citizens to mark the 5th anniversary of the introduction of the Seoul brand I·SEOUL·U.

First, nine out of ten Seoul citizens (88.3%) responded that they 'know or have heard of' the Seoul brand I·SEOUL·U. The main channels of recognition were 'through mass media news such as TV, newspapers, and radio (47.4%, multiple responses allowed)', 'internet portals, etc. (47.1%)', and 'through Seoul-related events, promotional materials, sculptures, etc. (33.2%)'.

Awareness of the Seoul brand has steadily increased over the years, from 63.0% in 2016 to 66.3% in 2017, 84.0% in 2018, and 86.6% in 2019. Favorability toward the Seoul brand also rose from 52.8% in 2016 to 57.1% in 2017, 70.7% in 2018, 73.3% in 2019, and reached 75.1% this year.

Images associated with Seoul City included 'lively and dynamic (56.7%)', 'modern (53.7%)', 'diverse (49.1%)', 'international (24.1%)', and 'joyful city (19.6%)'.

Regarding the image Seoul citizens hope for in the future, preferences were 'safe (38.4%)', 'relaxed (31.3%)', 'secure (28.8%)', 'international (23.6%)', and 'beautiful (21.8%)', indicating that citizens want Seoul to be perceived as a 'safe, relaxed, secure, international, and beautiful city.'

In particular, in the survey on Seoul's COVID-19 quarantine system, 71.7% gave positive responses that 'the COVID-19 quarantine is being handled well,' highly appreciating the infection prevention and spread control policies.

This survey was conducted by Seoul City through Asia Research & Consulting Co., Ltd., with an online survey of 1,500 Seoul citizens aged 20 and over from September 28 to November 3, followed by analysis.

Park Jin-young, Seoul City's Director of Citizen Communication Planning, said, "The increase in awareness and favorability of the Seoul brand this year is attributed to the voluntary participation of citizens who actively cooperated with Seoul City's COVID-19 quarantine policies. We will strive to incorporate the city image desired by Seoul citizens into the Seoul brand policy to enhance Seoul's international status and boost citizens' pride."

This content was produced with the assistance of AI translation services.