Seoul's New Mascot: "Haechi" Redesign

A Vibrant Unveiling 

In a vibrant unveiling at Dongdaemun Design Plaza, Seoul's emblematic mascot Haechi revealed a fresh, contemporary look, marking its first significant transformation in 15 years. This event on February 1st not only reinvigorated Haechi's image but also introduced 'Soul Friends', adding depth to Seoul's cultural narrative.

Contemporary Transformation 

The new Haechi transitions from its traditional yellow to a serene pink and blue palette, symbolizing a harmonious blend of history and modernity. This redesign reflects Seoul's commitment to maintaining its rich cultural roots while evolving to meet contemporary tastes.

Moreover, the introduction of Haechi's 'Soul Friends' – the mythical Blue Dragon, White Tiger, Vermilion Bird, and Black Tortoise – enriches Haechi's universe, encouraging deeper engagement with the city's lore.

Seoul's Global Branding Initiative 

This strategic makeover is part of Seoul's broader initiative to enhance its global appeal. By making Haechi more relatable and dynamic, Seoul aims to connect with both locals and international audiences more effectively.

The city's extensive promotional efforts include an 8-meter Haechi art balloon at DDP and future installations at iconic locations like Namsan Seoul Tower and Hangang Park. These efforts, coupled with a strong online presence, underline Seoul's dedication to rejuvenating Haechi as a symbol of the city's vibrant spirit and heritage.

Mayor Oh Se-hoon highlighted the redesign's goal to elevate Haechi's global stature, mirroring Seoul's charm and aspirations. Through this initiative, Seoul seeks to not only revitalize a beloved symbol but also to bolster its global competitiveness and cultural allure.

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