Seoul Design Festival
首尔设计节

An Commercial Perspective for the Integration of Pop Culture and Design Brands
在商业化视角下打造设计节的潮流文化与品牌化属性

Abstract

In 1997, the financial crisis forced the Korean government to reconsider the development direction of the creative industry. Through nearly thirty years of efforts in industrial transformation, Korea's cultural and creative industry has experienced rapid development, and Korean brands and trends have spread throughout Asia and the world. In this process, Seoul, which has over 70% of Korea's designers, has successfully hosted the Seoul Design Festival for 18 years since 2002. The festival has become an important platform for promoting the development of Korea's cultural and creative industry. The Seoul Design Festival aims to showcase design trends through brands and products, and to enhance the design competitiveness of domestic brands in international markets. Branding, marketing, and promotion have been their consistent work goals over the past eighteen years. At the same time, the Seoul Design Festival is also becoming more closely aligned with fresh and trendy design concepts, using diverse methods such as multi-visual, pop-up stores, and crowdfunding to engage younger, more diverse audiences. The festival's commercialization is a key feature that distinguishes it from other city design week platforms. The festival's organizers emphasize the local design industry's key characteristics at the planning and organization level, and have formed positive linkages with the government and enterprises to foster the rapid development of Korean designer brands. It provides an effective practice for global creative cities to learn from.

摘要

1997年的金融风暴迫使韩国政府重新思考创意产业的发展方向，通过近三十年在产业转型上的努力，韩国的文化创意产业如今已得到了飞速的发展，韩国品牌以及韩国潮流文化的影响已扩散到了亚洲及全球范围。在此发展进程中，聚集全韩超70%设计师的首尔，自2002年起至今已有18年成功举办首尔设计节的经验。首尔设计节也成为了促进韩国文化创意产业发展的重要平台型活动之一。首尔设计节旨在以品牌及产品为载体展示设计趋势，并提高国内品牌在国际市场上的设计竞争力，品牌化、市场营销与传播推广是他们十八年来不变的工作目标。同时，首尔设计节也越来越贴近新鲜潮流的设计理念，通过多样化的主视觉、快闪和众筹等年轻多元化的方式开展。首尔设计节的商业化属性既是其有别于其他城市设计周平台的重要特色，平台在策划组织层面突出本地设计行业的关键特色，与此同时，与政府及企业形成了积极的联动机制，以造就了韩国设计师品牌的高速发展，是可供全球创意城市学习的有效实践。