In Chungju, a character called “Chungju-ssi” is based on the locally significant otter, a natural monument once common along the Dalcheon stream. (Image courtesy of Chungju City)
CHEONGJU, Dec. 26 (Korea Bizwire) — In the city of Jecheon, South Korea, two chubby-cheeked characters with snow-white skin and beaming smiles have captured the public’s imagination. Meet “Je-je” and “Cheon-cheon,” the official mascots whose charm has evolved from initial skepticism to beloved civic symbols.
When first introduced four years ago, some likened the rotund pair to dumplings, critiquing their rustic appearance. But today, they stand as Jecheon’s premier ambassadors, their popularity soaring among residents and visitors alike.
Kim Ho, the public relations official who helped create the characters, explained that their design thoughtfully incorporates local elements. “The pink ribbon on Je-je’s head represents our beautiful mountains, while the rounded body reflects our region’s characteristically cloudy weather,” Kim said. The curved line above Cheon-cheon’s head symbolizes the rippling waters of the Uirimji Reservoir, Korea’s oldest irrigation facility.
Previously, Jecheon promoted itself through “Jecheon’s Ten Scenic Views” and character mascots named “Bakdal” and “Geumbong,” portrayed as young mountain spirits. However, these older symbols had lost their appeal over time.
“We focused on creating characters that would resonate with younger generations more than our previous symbols,” Kim said. “Cuteness was our primary goal.”
The mascot duo has successfully displaced their predecessors at various civic events and recently achieved trademark registration with the Korean Intellectual Property Office.
This trend of charming mascots extends beyond Jecheon. North Chungcheong Province unveiled its own pair of characters, “Chi-chi” and “Bi-bi,” on social media on December 13, after a year-long development process involving five local universities. These characters combine the province’s symbolic letters ‘ㅊ’ and ‘ㅂ’ with communication motifs like speech bubbles and letters.
The province’s release of 16 emoji designs featuring Chi-chi and Bi-bi proved wildly successful – a giveaway event for official KakaoTalk channel subscribers saw 25,000 sets claimed within just one minute.
Other institutions are following suit. The Cheongju Early Printing Museum has created emoji stickers featuring characters from a 2020 design competition: “Jikji and Typeface” and “Jojo and Hoho.”
This surge in mascot development marks a shift from traditional designs that simply anthropomorphized objects or animals to more sophisticated, emotionally engaging characters. Some prove particularly effective at promoting local products and boosting sales.
In Chungju, a character called “Chungju-ssi” based on the locally significant otter, a natural monument once common along the Dalcheon stream, has become a commercial success. The city’s Chungju-ssi branded agricultural product shop achieved sales of 2.1 billion won within its first year of operations last October.
Professor Lee Sang-hwa of Seowon University’s Department of Webtoon Contents emphasized the strategic value of these mascots. “Characters offer an accessible way to communicate with visitors and share information,” Lee said. “However, successful character development requires attention not just to visual design but also to storytelling from the earliest stages.”
Lina Jang (linajang@koreabizwire.com)
