KDEHON Fever: Spotlight on Soft Power Elevating Seoul's Brand Value

The Netflix series "Kdehon (K-Pop Demon Hunters)," which has garnered global attention, is attracting foreign tourists to Seoul.

They express their desire to visit Seoul to see locations like Namsan, Naksan Park, Bukchon Hanok Village, and the Han River featured in "Kdehon."

Having been viewed by over 158.8 million people worldwide, "Kdehon" is establishing itself as a powerful soft power that enhances Seoul's brand value beyond mere content.

In relation to this, Seoul Mayor Oh Se-hoon has publicly expressed his gratitude for the soaring brand value of Seoul attributed to the "Kdehon Fever."

During a YouTube broadcast on SBS Knowledge News Channel "Please Take Care of the Arts" on the 9th, Mayor Oh expressed his appreciation, describing "Kdehon" as "a work so heartwarming it brings me to tears." He explained that thanks to "Kdehon," which naturally introduces various aspects of Korean culture, including Bukchon Hanok Village, Namsan, Naksan Park, subway stations, and Korean food culture such as ramen and gimbap, Seoul has emerged as a global hotspot.

"A work so heartwarming it brings me to tears"

"Thanks to 'Kdehon,' which naturally introduces Bukchon Hanok Village, Namsan, Naksan Park, subway stations, and Korean food culture such as ramen and gimbap, Seoul has emerged as a global hotspot."

In fact, it has been noted that the 'Seoul landmarks' featured in "Kdehon" reflect Mayor Oh's policy efforts. The Seoul City Wall Trail at Naksan Park in Jongno-gu was originally a place where people found it difficult to enjoy night views. However, it became a night view hotspot, thanks to the historical restoration and walking path development project initiated by Mayor Oh during his term in 2006.

Similarly, regarding Bukchon Hanok Village, Mayor Oh announced the 'Seoul Hanok Declaration (Hanok 2.0)' in 2008, demonstrating his efforts in policy to preserve the traditional Hanok landscape of Seoul.

The Past and Present of Seoul Branding

Mayor Oh recalled his first term as mayor from 2006 to 2011 on the broadcast, sharing his experiences of grappling with the need to enhance the city's brand value due to Seoul's low international standing at the time.

He disclosed, "Back then, we held a snowboarding competition at Gwanghwamun Square and advertised Seoul City at a Manchester United match, but we faced a lot of criticism."

However, the situation has completely transformed now. Global content like "Kdehon" is naturally bringing global attention to Seoul, resulting in a significant increase in the city's brand value without additional marketing costs. This can be seen as the synergy created by the influence of the Korean Wave content and the allure of Seoul.

The Importance of Urban Branding

Mayor Oh emphasized the importance of urban branding, stating, "I sometimes introduce myself not as the mayor of Seoul but as a 'Seoul designer.'"

He believes that branding is essential for individuals, companies, cities, and countries alike; especially since an increased appeal of a city leads to attracting tourists and ultimately elevates the nation's status.

However, current tourism GDP in Seoul does not even reach 3%. Mayor Oh has expressed his determination to raise this figure by enhancing Seoul's brand value.

To achieve this, he established the "3377 Tourism Policy" three years ago, targeting 30 million inbound tourists, an average expenditure of 3 million won per person, an average stay of 7 days, and a 70% revisit rate.

Creating 'Fun City' Seoul with Soft Power

Mayor Oh envisions the future of Seoul as a 'Fun City.'

He defines soft power as "creating a desire for people to come, stay, experience life here, and work." He emphasized that "if we enjoy ourselves together, others will be envious and want to come see it," asserting that this is the essence of tourism and the principle of urban economy.

Moreover, he explained that 'Fun City' is not merely about laughing and having fun, but about "creating facilities and works that give citizens comfort and leisure, sometimes even prompting a smile when they look up."

From this perspective, he highlighted that buildings must also include 'fun' elements.

The success of "Kdehon" showcases the global competitiveness of Korean content while providing an opportunity to promote the attractiveness of the city of Seoul to the world.

Mayor Oh expressed his anticipation for "Kdehon Season 2," committing to further enhance Seoul's brand value through soft power like "Kdehon," and to develop it into an attractive city that people around the world would want to visit.

YouTube

Image Sources: Netflix "K-Pop Demon Hunters," Seoul City Instagram, SBS Knowledge News Channel "Please Take Care of the Arts," reference images to aid understanding of the article / YouTube "Two Drifters"