□ Why regional brands?

◯ Promoting regional brands enhances regional competitiveness.

◯ The newly launched Jeonbuk Self-Governing Province requires megaregional brands befitting it.

◯ The area can leverage regional brands to strengthen regional identity and maximize regional competitive advantage. 

□ Jeonbuk’s unique historical–cultural assets associated with Yi Seong-gye 

◯ Jeonbuk Self-Governing Province houses approximately 76% of the nation’s historic sites associated with Yi Seong-gye. The region’s sites hold far more significant cultural and artistic values than other regions.

◯ In addition to tangible cultural heritage, the region evenly distributes folktales to create a sense of cultural unity. 

◯ In Korean history, Yi Seong-gye’s authority and dignity best represent the image of a founder, and Jeonbuk is the only place that maintains such an image.

◯ Reborn as a special self-governing province in 2024, Jeonbuk strives to redefine itself culturally by securing the value and competitiveness of its megaregional brand, “The iconic founder Yi Seong-gye.” 

□ A roadmap for promoting Yi Seong-gye-centered megaregional brands 

◯ Vision: “Jeonbuk Self-Governing Province, Second Founding, and Founder Yi Seong-gye.”

◯ Three major goals: 

- Promoting Jeonbuk’s megaregional brands centered on Yi Seong-gye.

- Constructing a tourism infrastructure related to Yi Seong-gye and leveraging one-source and multi-use (OSMU) models.

- Strengthening the competitive edge of Jeonbuk’s sustainable megaregional brands.

◯ Policy recommendations

- Policy Task 1: Rename the region’s landmarks to highlight Yi Seong-gye.

- Policy Task 2: Develop a K-life economy image, such as “Tteunbongsaem Eco Park– Jeonbuk Self-Governing Province.”

- Policy Task 3: Construct complex cultural facilities and landmarks associated with Yi  Seong-gye.

- Policy Task 4: Formulate plans to manage historical–cultural assets (associated with Yi Seong gye) around the region effectively and consistently.

- Policy Task 5: Apply the OSMU model to previously-secured historical–cultural assets associated with Yi Seong-gye.

- Policy Task 6: Expand research institutes dedicated to the studies of Yi Seong-gye.

- Policy Task 7: Operate Jeonbuk’s educational programs to pass on our cultural heritage to the next generation.

● DOWNLOAD REPORT (PDF, Korean)​

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