The days of local characters being known simply as promotional images are over.

In the past, messages were delivered through media reports, posters, and campaigns to publicize local policies or events. However, the direction of public relations and marketing is now changing to a method in which local regions directly communicate with the public.

At the center of this change islocal charactersYes.

Local characters are a medium that conveys the language of administration and a means of visually expressing the atmosphere and values ​​of the region.are you.

It also softens the first impression of a region by making policies or public messages that may feel stiff and difficult more approachable.

For this reason, many local governments have recently begun to view characters as core assets, along with local specialties and tourism resources.

While some regional characters gain national recognition and become symbols representing the region, others become less used and unfamiliar even to citizens shortly after their creation.

Even though they have the same name of ‘local government character’, there is a clear difference in the results.

So where does this difference come from?

Today, we will analyze the success and failure cases of local government characters and take a closer look at how to make local government characters successful.

📈 Successful local government characters: Domestic and overseas cases

Among local government characters, some have established themselves as symbols representing their regions and have produced long-term results.

Among them, JapanKumamonAnd Jinju-si, GyeongnamHarmonyis being selected as a representative example of a successful local government character.

✔️ Kumamon, the representative mascot of Kumamoto Prefecture, Japan

As mentioned when introducing the previous long-lived character,Kumamon, from Japan's Kumamoto Prefecture, is no longer just a cute mascot; he's become a character that transcends generations.

As a character representing Kumamoto Prefecture, it has expanded into various areas such as events, media, product packaging, and licensing, and regional awareness has naturally increased centered around the character.

It is known that Kumamon earns annual sales of 170 billion yen, or 1.58 trillion won in Korean currency.

✔️ Jinju City's representative character, 'Hamo'

In fact, in Jinju, GyeongnamNongaeThere was a local government character called .

However, I felt that it had limitations as a tourism promotional character due to lack of generational empathy, trends, and issues with usability on social media.

To overcome this, Jinju CityIn 2021, we introduced a new character, ‘Hamo’, inspired by the otters that live in Jinyangho and Namgang.

Hamo is named after the Jinju dialect word 'hamo (yes, that's right)' which has a positive meaning, and cutely expresses the local identity with a pearl shell on the head and a pearl necklace around the neck.

It received an explosive response immediately after its launch, completely changing the paradigm of Jinju City's promotion.

It doesn't stop at just a cute appearance, but it has also expanded into emoticons, goods, and YouTube, creating a nationwide fandom.

Not only goods, but the entire city of Jinju has become content centered around Harmony, and characters have grown to share experiences and emotions through things like the Harmony Bus and Harmony Night Mission Tour.

Additionally, the Harmony Universe worldview is being built by introducing the second character, 'Ayo', in 2023.

📉 Repeated failures of local government characters: Why are most characters forgotten?

On the other hand, there are many cases where a lot of money is invested but the public ignores it.

Namdo and Nami in Jeollanam-do, and Gwangi and Myeongi in Gwangmyeong-si received a lot of attention at the time of development, but have now become forgotten symbols even by the citizens.

The main cause of this failure isLack of continuityIt's in .

If a character is perceived as a one-time promotional tool or if the character's operation is discontinued due to changes in the administrative environment, the character will naturally lose exposure opportunities.

Characters are assets that grow through repeated exposure and long-term use, but they often fail to maintain their vitality when placed within a short-term business structure.

So, in order for a character to have lasting vitality, we must not forget that it requires not only focusing on character creation, but also a great deal of effort in nurturing and exposing them.

In other wordsHow a character is used after it is created is much more important than the moment it is created.Yes, that's right.

🎯 The secret to success for local government characters: The key is these 3 things!

For a local government character to become a regional brand asset, several conditions must be met.

Among them, the three most important core elements are as follows:

1️⃣ Constant communication through SNS

2️⃣ Active public-private cooperation

3️⃣ Global localization

🙌 One well-raised local government character, I don't envy ten public relations ambassadors!

The success or failure of a local character'How much budget was spent?'NotHow consistently and how was it used?It depends.

A character is not a tool that produces results in a short period of time, but rather an asset that accumulates recognition over time. Therefore, only through repeated exposure and consistent roles can it establish itself as the face representing a region.

at last The value of a local government's character is determined not by budget size but by long-term operational strategy.Yes, that's right.

Based on what we've discussed today, I hope that each region's characters will grow beyond mere symbols into successful local government characters.

If you're considering collaboration with private companies or expanding your character utilization, starting a secure IP business with Innerboos is a great option.

Innerbooth can conduct collaborations in accordance with the direction and purpose of each IP, regardless of the type of character (individual IP holder, agency, local government character).

furthermore Character-to-character collaboration, character-to-company collaborationOf course, it is possible to proceed.

By clearly outlining the difficult and complex contract process and establishing a secure IP business environment, you can expand your character value while reducing risk without worry, even when collaborating for the first time.

Want to start a successful IP business at Innerbooth? ➡️Register your local government character now

The days of local characters being known simply as promotional images are over.

In the past, messages were delivered through media reports, posters, and campaigns to publicize local policies or events. However, the direction of public relations and marketing is now changing to a method in which local regions directly communicate with the public.

At the center of this change islocal charactersYes.

Local characters are a medium that conveys the language of administration and a means of visually expressing the atmosphere and values ​​of the region.are you.

It also softens the first impression of a region by making policies or public messages that may feel stiff and difficult more approachable.

For this reason, many local governments have recently begun to view characters as core assets, along with local specialties and tourism resources.

While some regional characters gain national recognition and become symbols representing the region, others become less used and unfamiliar even to citizens shortly after their creation.

Even though they have the same name of ‘local government character’, there is a clear difference in the results.

So where does this difference come from?

Today, we will analyze the success and failure cases of local government characters and take a closer look at how to make local government characters successful.

📈 Successful local government characters: Domestic and overseas cases

Among local government characters, some have established themselves as symbols representing their regions and have produced long-term results.

Among them, JapanKumamonAnd Jinju-si, GyeongnamHarmonyis being selected as a representative example of a successful local government character.

✔️ Kumamon, the representative mascot of Kumamoto Prefecture, Japan

As mentioned when introducing the previous long-lived character,Kumamon, from Japan's Kumamoto Prefecture, is no longer just a cute mascot; he's become a character that transcends generations.

As a character representing Kumamoto Prefecture, it has expanded into various areas such as events, media, product packaging, and licensing, and regional awareness has naturally increased centered around the character.

It is known that Kumamon earns annual sales of 170 billion yen, or 1.58 trillion won in Korean currency.

✔️ Jinju City's representative character, 'Hamo'

In fact, in Jinju, GyeongnamNongaeThere was a local government character called .

However, I felt that it had limitations as a tourism promotional character due to lack of generational empathy, trends, and issues with usability on social media.

To overcome this, Jinju CityIn 2021, we introduced a new character, ‘Hamo’, inspired by the otters that live in Jinyangho and Namgang.

Hamo is named after the Jinju dialect word 'hamo (yes, that's right)' which has a positive meaning, and cutely expresses the local identity with a pearl shell on the head and a pearl necklace around the neck.

It received an explosive response immediately after its launch, completely changing the paradigm of Jinju City's promotion.

It doesn't stop at just a cute appearance, but it has also expanded into emoticons, goods, and YouTube, creating a nationwide fandom.

Not only goods, but the entire city of Jinju has become content centered around Harmony, and characters have grown to share experiences and emotions through things like the Harmony Bus and Harmony Night Mission Tour.

Additionally, the Harmony Universe worldview is being built by introducing the second character, 'Ayo', in 2023.

📉 Repeated failures of local government characters: Why are most characters forgotten?

On the other hand, there are many cases where a lot of money is invested but the public ignores it.

Namdo and Nami in Jeollanam-do, and Gwangi and Myeongi in Gwangmyeong-si received a lot of attention at the time of development, but have now become forgotten symbols even by the citizens.

The main cause of this failure isLack of continuityIt's in .

If a character is perceived as a one-time promotional tool or if the character's operation is discontinued due to changes in the administrative environment, the character will naturally lose exposure opportunities.

Characters are assets that grow through repeated exposure and long-term use, but they often fail to maintain their vitality when placed within a short-term business structure.

So, in order for a character to have lasting vitality, we must not forget that it requires not only focusing on character creation, but also a great deal of effort in nurturing and exposing them.

In other wordsHow a character is used after it is created is much more important than the moment it is created.Yes, that's right.

🎯 The secret to success for local government characters: The key is these 3 things!

For a local government character to become a regional brand asset, several conditions must be met.

Among them, the three most important core elements are as follows:

1️⃣ Constant communication through SNS

2️⃣ Active public-private cooperation

3️⃣ Global localization

🙌 One well-raised local government character, I don't envy ten public relations ambassadors!

The success or failure of a local character'How much budget was spent?'NotHow consistently and how was it used?It depends.

A character is not a tool that produces results in a short period of time, but rather an asset that accumulates recognition over time. Therefore, only through repeated exposure and consistent roles can it establish itself as the face representing a region.

at last The value of a local government's character is determined not by budget size but by long-term operational strategy.Yes, that's right.

Based on what we've discussed today, I hope that each region's characters will grow beyond mere symbols into successful local government characters.

If you're considering collaboration with private companies or expanding your character utilization, starting a secure IP business with Innerboos is a great option.

Innerbooth can conduct collaborations in accordance with the direction and purpose of each IP, regardless of the type of character (individual IP holder, agency, local government character).

furthermore Character-to-character collaboration, character-to-company collaborationOf course, it is possible to proceed.

By clearly outlining the difficult and complex contract process and establishing a secure IP business environment, you can expand your character value while reducing risk without worry, even when collaborating for the first time.

Want to start a successful IP business at Innerbooth? ➡️Register your local government character now