Jangseong-gun Develops Urban Brand Highlighting Historical and Cultural Features

Jangseong-gun, Jeollanam-do, is embarking on the development of a new city brand that reflects the region's sentiment, history, and cultural characteristics.

The county announced on the 26th that it will carry out a brand identity (B·I) development project for Jangseong-gun by September.

Jangseong County Governor Kim Han-jong inspecting the remodeling construction site of the Pilam Seowon Jipseonggwan building
[Photo by Jangseong County]

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The main contents include selecting a brand name that clearly expresses the county's identity, developing a brand mark that visually represents it, and creating a guidebook (manual).

The county had promoted the ‘Yellow City’ brand marketing inspired by the legend of the yellow dragon living in the Hwangryong River.

They painted the city, villages, and factory buildings yellow and made changes to the landscape. Yellow flowers were planted along the Hwangryong River to hold festivals, and a painting cost support project was implemented to encourage resident participation.

While these efforts achieved results in promoting Jangseong widely, there was regret over the lack of sufficient consensus among residents during the process. There were also many voices calling for changes reflecting the times.

The county is collecting such public opinion to promote the development of a sustainable city brand.

A key point of interest is whether the existing ‘Yellow City’ brand will be maintained. Jangseong-gun has chosen a path of ‘seeking developmental directions’ rather than ‘abolishment.’ They plan to harmoniously use various colors symbolizing Jangseong, such as yellow, green from Chukryeongsan Mountain, and blue from Jangseong Lake and ecological streams.

Existing facility names such as the Public Stadium Yellow City Stadium and the Agricultural Products Sales Center Yellow Market will be used without changes. This is intended to prevent unnecessary budget waste and administrative effort.

Once the brand development is completed, it will be organically linked and utilized across various fields including tourism, administration, and economy.

County Governor Kim Han-jong said, “The core intention of this brand development is to make what has been done well even better,” adding, “We will create a new city brand that all residents can empathize with, reflecting the county’s history, culture, and regional characteristics, and that can be used over time.”

Jangseong = Asia Economy Honam Reporting Headquarters Reporter Jo Han-gyu baekok@asiae.co.kr

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