Kkumdori Hodugwaja, a signature character-themed snack of Daejeon, is unveiling a special Seollal edition featuring hodugwaja wearing a gat and a jokduri.

This holiday limited edition, which applies a Kkumdori design with traditional headpieces, will be sold from February 11 to 20, with prices kept the same as before.

The holiday version of Kkumdori Hodugwaja is expected to serve not only as a gift for those traveling home for the holidays, but also as a special souvenir for visitors coming to Daejeon, in line with the festive atmosphere.

In particular, the limited edition will be sold at Kkumdori Hodugwaja Store No. 3 near Sungsimdang Bakery and at the hodugwaja production workshop in Busa-dong, Jung-gu, so that out-of-town visitors and tourists coming to Daejeon during the holiday period can purchase the product more easily.

In addition, by adding designs that appeal to younger generations, the city aims to sustain interest and encourage sharing on social media even during the holiday season.

Kkumdori Hodugwaja is a local specialty brand led directly by a youth self-support project group, which takes charge of everything from product planning to production and sales. This Seollal limited edition likewise fully embodies the passion and spirit of challenge of young people striving for independence.

Daejeon Mayor Lee Jangwoo said, "We expressed Kkumdori wearing a gat, which is worn to show courtesy on holidays, and Kkumsun wearing a traditional butterfly-pattern jokduri symbolizing happiness and harmony, creating a product that captures the meaning of the holidays while approaching it with a youthful sensibility," adding, "I hope it will become a special memory for those who visit Daejeon during the holidays, and that they will also feel the growth potential of a local brand being built by young people."

Meanwhile, Kkumdori Hodugwaja has quickly established itself as a local specialty, surpassing cumulative sales of 280 million won in just five months after its initial launch in August last year, and is drawing attention as a flagship product utilizing Daejeon's representative character, Kkumdori.

Kkumdori Hodugwaja. Provided by Daejeon City

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In particular, every time a customer purchases the product, a portion of the proceeds is accumulated into a youth self-reliance fund, adding meaning by making it more than just a snack and turning it into a product that supports young people on their path to independence.

In addition, in March the city plans to link it with Daejeon's city tour tourism products and introduce a Kkumdori Hodugwaja chocolate-molding experience program.

Through this, it is expected that tourists visiting Daejeon will be able to create more unique memories by taking part in hands-on content that they can directly participate in and enjoy.