South Korean Capital’s New Promotional Slogan ‘I.Seoul.U’ Earns Mixed Responses
Based on the judgement of nine experts and over 1,000 members of the general public, South Korea's capital has finally selected a new slogan for the city: "I.Seoul.U," reported BBC News on Thursday.
Two other options have been presented in the final selection phase, including "Seoulmate and "Seouling."
According to Korea Times on Wednesday, "Seoulmate" is ahead "I.Seoul.U" by a few votes in an online poll. However, an on-the-spot voting held at Seoul Plaza gives all nine votes from the experts, plus 682 votes from the 1,140 citizens in the plaza to the slogan "I.Seoul.U."
Over 16,000 South Koreans have participated in the search for the next Seoul slogan. The winning entry, "I.Seoul.U," has been submitted by college student Lee Ha Rin.
Among the experts judging the contest are Prof. Kim Yoo Kyung of the Hanuk University of Foreign Studies, Prof. Seo Kyung Duk of Sungshin Women's University and CEO Kim Hong Tak of the marketing company Playground.
"It was very meaningful that Seoul citizens participated in the whole process from making to selecting the new slogan," says Seo.
However, the new slogan that will be used for global promotion of the city, replacing the current "Hi Seoul" slogan, has received various criticisms from South Koreans and expats alike.
Many believe that "I.Seoul.U" makes little sense in English, and that even the other presented options do not really make Seoul appear fascinating enough to lure tourists. After the new slogan has been made official, more and more people are making it an object of ridicule, even taking their opinions online.
"I am not sure what they are trying to convey," says an American English teacher. "It sounds like 'I saw you' or 'I sold you.' If they were trying to say that Seoul connects me and you, it might make sense a little, but not much really."
The panel that has selected the slogan defended "I.Seoul.U" recognizing the fact that people do not always welcome a new idea with full openness.
"It is quite natural to feel it's awkward when the city introduces a new brand," they say in a statement. "It is quite common to see such awkwardness in other global cities that tried to build their own brand. The public will embrace the new slogan over time."
"Also, considering that the slogan is a brand, we need to look at it outside of grammar rules," they add. "We have already collected the opinion of experts in English and they said the logo is communicable in modern English."