In celebration of Seoul’s “I·SEOUL·U” brand, the Seoul Metropolitan Government (SMG) surveyed 1,500 Seoul citizens about its recognition and likability, among others. Asia Research & Consulting was commissioned to conduct and analyze the online survey targeting 1,500 Seoul citizens aged 20 and up from Sep. 28 to Nov. 3, 2020.

About 9 out of 10 citizens (88.3%) recognized Seoul’s I·SEOUL·U brand. The main channels through which they recognize the brand were “mass media including TV, newspapers and radio” (47.4%), “Internet including online search engines” (47.1%), and “Seoul-based events, promotions and sculptures” (33.2%).

In particular, the brand’s recognition rose from 63.0 % in 2016 to 66.3% in 2017, 84% in 2018, 86.6% in 2019, and 88.3% in 2020, which means it is becoming part of citizen’s life as years go by.

Additionally, the brand’s likability rose from 52.8% in 2016 to 57.1% in 2017, 70.7% in 2018, 73.3% in 2019, and 75.1% in 2020, which means I·SEOUL·U is loved more by citizens as time goes by.

When asked about images that fit Seoul, citizens answered “dynamic” (56.7%), “modern” (53.7%), “diversity” (49.1%), “global” (24.1%), and “exciting” (19.6%). When asked about the image of Seoul that they want for the future, citizens answered “safe” (38.4%), “leisurely” (31.3%), “reliable” (28.8%), “global” (23.6%), and “beautiful” (21.8%), reflecting the citizens’ desire for Seoul to be seen as a safe, leisurely, reliable, global and beautiful city.

When asked about Seoul’s system of disease control and prevention of COVID-19, 71.7% of citizens’ answers were positive, saying that the city is doing a good job and gave high praises of the city’s policies to prevent the spread of the disease.