Insights from the 2026 Ulsan Insight Forum
- Original source
- blog.naver.com
On Saturday, I attended the 2026 Ulsan Insight Forum held at the Ulsan Exhibition and Convention Center (UECO).
The theme of this forum was 'When the Story of a City Becomes Goods.'
Initially, I thought it would focus on how to create local souvenirs or character products effectively.
However, listening to the four experts speak made me realize that creating goods is not just about making and selling items.
I came to understand that discovering the unique stories of a region, conveying them to people, and making them memorable is what truly defines a brand.
As someone who has always been interested in Ulsan's culture, tourism, and local content, I had high expectations for this forum.
The first lecture was by Lee Ju-hong, the Vice President of Slash B Slash. He shared insights about the new experiences created by the collaboration between cities, brands, and goods, based on his experiences with globally recognized brands like Disney, Sanrio, and Pokémon.
What impressed me most was how he connected the stories behind brands to the products.
People don't just buy products out of necessity; they want to own the image, memories, and the universe that the product represents.
This made me think about the many materials that could be utilized in Ulsan.
From the whale city of Jangsaengpo to the Bangudae Petroglyphs, Taehwa River, and the industrial history of Ulsan, if we connect these elements into a single brand experience, we could create a different kind of tourism content.
The second lecture was by Heo Jun, CEO of Jun & Good. He introduced ways to connect space and consumer experiences to brand value, based on his experiences with various brands like Noted and Downtowner.
I learned that a brand is not completed by just one product. People remember the atmosphere and experiences they felt in a space when they purchase a product.
This is also true for local tourism. We need to consider what tourists can see, feel, and experience at famous locations, rather than just guiding them to well-known spots.
If someone visiting Ulsan takes away a piece of Jangsaengpo's history and stories, their trip would be much more special.
The third lecture was by Jeong Hyun-bin, CEO of Localer. He discussed the development of local characters like Kkumdori and Suwon-i, and how to create beloved local goods and adapt to trends.
I found this part particularly interesting.
While many regions create characters and souvenirs, not all products are loved by people. Simply adding a regional name or symbol doesn't guarantee a good product.
People need to feel affection for the character and resonate with its story.
This made me think of Ulsan's whale character. The whale itself is attractive, but if we add the history of Jangsaengpo and the stories of people who have lived by the sea, it could become a richer content.
The final lecture was by Park Yong-jun, CEO of Samjin Eomuk. He shared his experience of how the local food item, fish cake, became a beloved brand nationwide under the theme 'How Local Flavor Becomes a City Brand.'
Fish cake is one of the foods that come to mind when thinking of Busan. However, its growth into a regional brand that tourists seek out required various considerations and efforts.
I realized that even ordinary local resources could become competitive content depending on how we view and develop them.
Ulsan also has many foods that contain local flavors and stories. If we develop these into representative brands rather than just simple food items, new opportunities could arise for the local economy.
Especially, local food has a unique charm as tourists can taste and experience it directly.
After attending all four lectures, my perspective shifted from when I first attended the forum.
While I have introduced various attractions and cultural spaces in Ulsan, I now think about how to transform these attractions into sustainable brands.
The whale of Jangsaengpo is not just a tourist material; it's a story that embodies Ulsan's history and identity.
Introducing these resources as individual tourist attractions is important, but I believe we also need to connect them to create a unique brand for Ulsan.
For example, we could reinterpret the whale of Jangsaengpo into everyday products, use the patterns of the Bangudae Petroglyphs for design goods, or create art goods that reflect Ulsan's industrial history.
However, the key is not to create products first but to find the right stories to embed in them.
Local residents' lives and memories, the time accumulated in old places, and unique local cultures should form the basis of the products.
This forum broadened my perspective on goods.
I heard experiences from four speakers in different fields, from brand collaboration to space marketing, local character development, and the growth of local food brands.
What stood out was that the unique stories of a region can be its most important competitive advantage.
Good tourism products are not just pretty or practical items; they should evoke specific places, people, and times.
If a foreign tourist visiting Ulsan buys a small whale good and later recalls the sea of Jangsaengpo and the time spent in Ulsan, that alone would be excellent city promotion.
Based on what I learned from the Ulsan Insight Forum, I will strive to maintain a broader perspective when looking at Ulsan's culture and tourism content.
There are many untold stories in the city, and how we unfold those stories can lead to new brands and tourism content.
I look forward to the day when Ulsan's stories enter people's daily lives.
Thank you to the Ulsan Metropolitan City and the Ulsan Culture and Tourism Foundation for providing excellent lectures and new learning opportunities.
Source :https://blog.naver.com/ulsan_nuri/224465900232
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