“Soul of Asia” has been selected as the new sub-slogan for the “Hi Seoul” campaign by the Seoul Metropolitan Government. “It captures our intentions to jump into the global center by setting up a digital civilization on the basis of tradition that integrates diverse Asian culture,” the administration says. “We put the English pronunciation of the city’s name, which is very similar to ‘soul’, to good use.”
The slogan was one proposal of many solicited via the Internet, and subsequently passed the review of the city’s brand image advisory, foreigner advisory review, brand image specialists, and internal City Hall polling. It will now be used on posters for various city events, printed materials and the city’s Web page. The “Hi Seoul” brand was adopted in October 2002, when former mayor Lee Myung-bak had just started running City Hall.
