CreatripTeam

Once known as a 'boring city,' Daejeon has drastically transformed its image through innovative city branding and consumer experiences. The city leveraged its mascot from the 1993 Daejeon Expo, 'Kumdori,' into various products like instant noodles and entertainment, engaging both nostalgic older generations and the younger 'MZ generation' (Millennials + Gen Z). This branding initiative boosted Daejeon's tourism and consumer engagement significantly. This approach is part of a broader trend where cities like Seoul and Busan create unique local products that embody their regional identity, turning everyday items into memorable city brand experiences. This transformation from a city brand to a lifestyle underscores the power of making city identities part of everyday consumption, enhancing both resident experience and tourist attraction.