Seoul’s Got Haechi, Now Can You Remember It?

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In one of the most publicized launches in recent memory the mayor of Seoul, Oh Se-hoon, has appeared nearly everywhere in order to introduce us to all things Haechi, the new brand identity to represent the city to the world.  He was showing off new orange haechi taxis, standing next to fluffy mascots, and quashing the competition.


Haechi is an imaginary creature deriving from the Haetae, appearing with a lion’s head, pointy teeth, a dog’s body, and acting as a guardian against fire and disasters.

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