A look at Korea’s newest slogan – and a story I’ve never publicly told before

On October 28th, Korea christened its newest English slogan – I.SEOUL.U – after a decade-plusof ‘Hi Seoul – Soul of Asia’ and several years of ‘Korea Sparkling’. (Korea’s current slogan, ‘Imagine Your Korea’, launched in July 2014, is little better.). In less than 48 hours, it’s been reviewed on the BBC, the Korea Times, the Huffington Post (Korean version), and Branding in Asia. A few selected quotes:

While the new slogan will likely get a fair share of international ridicule, people will a...