“Creative Korea”

[Anchor Lead]

What’s your image of South Korea? The government has adopted "Creative Korea" as its new slogan to promote the nation's brand image overseas. Let's take a look.

[Pkg]

Ancient palaces and Dongdaemun Design Plaza. The Palman Daejanggyeong collection of Buddhist scriptures and semiconductor chips. Traditional Korean music and K-pop. All these images of Korea have been unified with the government's new national slogan. It symbolizes and emphasizes the representative images and charms of Korea. The new motto is "Creative Korea."

[Soundbite] Kim Jong-deok(Minister, MCST) : "The new motto has the meaning of re-discovering the value of creativity and promoting South Korea's brand value overseas."

It is the first time in 15 years the government has adopted a new national slogan, replacing “Dynamic Korea” which had been used since the 2002 Korea-Japan World Cup. With the motif borrowed from taegeukki, the logo of the new brand is a modern interpretation of the national flag and has a potential to combine various images and words. A promotional ad features actor Song Joong-ki and actress Song Hye-kyo of the KBS mega-hit TV series "Descendants of the Sun," idol boy group Big Bang and world Go champion Lee Se-dol, among others.

[Soundbite] Jang Dong-yeon(Head of Task Force Developing New Nat’l Slogan) : "The new motto "Creative Korea" is expected to integrate the image of the hallyu Korean wave boosted by K-pop, K-drama and K-beauty."

The government plans to actively promote the new national slogan at large-scale international events, such as the 2016 Rio de Janeiro Summer Olympic Games and the 2018 Pyeongchang Winter Olympic Games.