Faculty of Commerce Students Study Regional Branding in South Korea

The Faculty of Commerce students (Seminars I, II: Professor LEE Kyung Tae) visited Seoul from September 2 to 4, 2025, to explore the actual conditions of regional branding and marketing in South Korea.

Purpose of the Study Trip

The purpose of this study trip was to research the actual conditions of branding and marketing strategies in Seoul, South Korea-- a country that has recently seen great success in enhancing its cultural appeal. As part of the trip, students. visited several places aligned with the seminar’s objective: the Starfield Library (as an example of cultural space branding), the Hyundai Motor Studio (automotive manufacturer branding), Myeong-dong and Bank of Korea Money Museum (in relation to regional branding), and the Daelim Warehouse in Seongsu-dong (also in relation to regional branding).

Findings

On the first day, after arriving in Seoul, students visited the Starfield Library, which is located inside CoexMall, the Asian’s biggest mall. The enormous thirteen-meter-tall bookshelves, which hold around fifty thousand books, are an impressive icon of the mall. The place is a fusion of public nature and cultural characteristics, built around the brand concepts of “Open Knowledge Space” and “Open Culture and Education.” It is freely accessible to anyone who wants to read, study, relax, or meet up with friends. Students observed that the library has positioned itself as a multifaceted cultural hub by hosting various cultural events. It is assumed that such branding efforts of the Starfield Library have gone viral on SNS, resulting in its success in becoming a must-visit place both domestically and overseas.

On the second day, students visited the Hyundai Motor Studio. Hyundai staff explained about their product development, quality assurance, design ideology, and environmental measures. Students learned that these overall efforts are closely tied to the company’s brand-building strategy and contribute to Hyundai Motor Group's continued success in achieving global car sales volume. Followed the visit to the Bank of Korea Money Museum. Students explored the history of money and the role of the central bank, while also studying the experience-based content offered at the exhibition facility.

On the last day, students toured the Daelim Warehouse in Seongsu-dong, a notable example of successful urban revitalization. In the past, Seongsu-dong was the home of many decaying factories and warehouses. However, such buildings were renovated into cafes and fashion boutiques while preserving the original structures, and the place was dramatically transformed into a vibrant commercial culture district, The success of this town branding initiatives can be attributed not only to the collaborative community efforts of companies and residents, including shoemakers and artists, but also to the support of Seoul City that actively worked on creating a successful urban-revitalizing model.