Culture Ministry reveals ‘Creative Korea’ slogan

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Culture Ministry reveals ‘Creative Korea’ slogan

Korea’s new slogan will be “Creative Korea,” the Ministry of Culture, Sports and Tourism announced Monday.

The slogan, which will be used when promoting Korea abroad, was drawn up based on public surveys and consultation with branding experts. It aims “to imply how Koreans view the country’s traditions and contemporary culture, as well as its tangible and intangible assets,” the ministry said.

The country has been using “Dynamic Korea” as its slogan since just before the Korea-Japan World Cup in 2002, but it hasn’t been in frequent use since 2009.

“The new slogan connotes the future-oriented core value and vision that Korea is seeking to achieve,” said Culture Minister Kim Jong-deok. “By rediscovering the ‘creative’ value that is inherent in the DNA of all Koreans, we hope to instill national pride while strengthening the brand image of Korea globally.”

According to the ministry, “passion” was the driving force behind Korea’s rise from the world’s second-poorest country after the Korean War (1950-53) to Asia’s fourth-largest economy, but “creativity” is what will carry the country into the future.

The ministry said it will begin using the new slogan as part of an ad campaign that will run during the Summer Olympics in Rio de Janeiro next month.

The campaign will feature popular Korean stars including actor Song Joong-ki and actress Song Hye-kyo from the recent mega-hit drama “Descendants of the Sun” and K-pop group Big Bang, as well as Go player Lee Se-dol and International Chopin Piano Competition winner Cho Sung-jin.

The country’s new logo was drawn up based on the Korean flag, the ministry said.

The logo will be displayed for the next month on the outer wall of the Seoul Square building by Seoul Station near the city’s center.

BY YIM SEUNG-HYE [sharon@joongang.co.kr]
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