Gangnam-gu Urban Brand 'Mimiwi Gangnam' First Anniversary 65% 'Likes'

City Brand Survey Awareness 40%·Favorability 65%... "Focusing on Public Value and Service Delivery in the 2nd Year"

Shade Shelter Top 'ME ME WE' Sculpture

[Asia Economy Reporter Park Jong-il] Gangnam-gu (District Mayor Jung Soon-gyun)'s urban brand ‘MIMEWE GANGNAM’ has quickly established itself within less than a year of its introduction, with nearly 40% recognition and over 62% favorability among residents, receiving positive evaluations from the community.

According to a survey conducted by the district in August and October last year targeting 2,200 residents aged 18 and over, the recognition rate was 41.9% in August and 37.2% in October, averaging 39.6%.

The favorability toward ‘MIMEWE GANGNAM’ rose from 60.3% in August to 65.0% in October, averaging 62.6%, while 28.8% responded neutrally.

The unfavorable perception of the urban brand was limited to 8.6%.

Compared to New York’s urban brand ‘I♡NY,’ which took 10 years to promote after its launch in 1977, and Seoul’s ‘I·SEOUL·YOU,’ which took 5 years since its unveiling in 2015, ‘MIMEWE GANGNAM’ is recognized as rapidly establishing favorability and recognition within just one year.

Gangnam-gu introduced the urban brand ‘MIMEWE GANGNAM’ in January last year, the first among local governments nationwide, using it to redesign and promote Gangnam.

‘MIMEWE GANGNAM’ means ‘Me (ME), You (ME), Our (WE) Gangnam,’ embodying the community values of ‘a dignified Gangnam that is together, considerate, and respectful.’

Professor Lee Hyun-sung of Hongik University, who participated in the brand development, said, “Gangnam’s own style brand ‘MIMEWE’ is leading public consensus under the banner of ‘inclusion and consideration,’ which is the direction of the urban brand,” and added, “We expect it to become a sustainable style brand through the practice of the spirit of good public service.”

Jung Soon-gyun, Mayor of Gangnam-gu, said, “‘MIMEWE GANGNAM’ signifies creating a new image for Gangnam-gu and rebirth as a local community that lives together with neighbors,” and added, “As we enter the second year since the brand launch, we will do our best to further increase recognition and favorability of ‘MIMEWE GANGNAM’ and create a dignified Gangnam that is together, considerate, and respectful based on the value of ‘Me, You, Our Gangnam.’”

Meanwhile, the survey conducted by research specialist agency Now & Future on behalf of Gangnam-gu has a 95% confidence level with a standard error of ±2.95%.

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