Korean institutions love using English. The issue is that they rarely consult native English speakers. The results can go from awkward to hilarious.

       

 

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Awkward English: Korea’s Love Affair with Bad Slogans

Why do Korean cities and companies keep producing English slogans that sound like AI-generated poetry? “Hi Seoul,” “Just Sangju,” “Busan is Good.” It’s not just bad translation. It’s a cultural ritual—one part ambition, one part bureaucracy, and one part unintentional comedy.

How We Got Here

Korean institutions love English. It looks modern, global, and smart. The problem is, no one asks actual native speakers whether the words make sense. Most city slogans are born not in creative studios but in committee rooms, where the safest idea wins.

As one Korean PR consultant put it, “Decisions are based on the boss’s facial expression.” If the mayor smiles, it’s approved.

Rebranding through English is a cheap way to seem international. It’s visible, easy to announce, and leaves a legacy without needing real reform. In Korean bureaucracy, that’s branding gold.

Copying the Wrong Homework

When “Amazing Thailand” and “Wow! Philippines” became global hits in the early 2000s, Korean officials copied the format like kids tracing over another student’s notebook. The result was a generation of slogans that sounded like karaoke versions of someone else’s hit.

We got Amazing Iksan, Wonderful Samcheok, Wow! Siheung, and Viva Boryeong—each trying to sound exotic but landing somewhere between awkward and surreal.

Then came the “Let’s” and “Yes” Era, when upbeat corporate English took over municipal branding:

• Let’s Goyang
• Yes Gumi
• Yes Hadong
• Let’s Guri
• Yes Uiwang

These were meant to inspire pride. Instead, they sounded like language-learning flashcards.

The Greatest Hits of Konglish Branding

Hi Seoul (2002)

Meant to show friendliness and openness. Foreigners joked it sounded like Seoul was greeting itself. The city doubled down, calling it “warm and simple.” Later, it evolved into “Hi Seoul: Soul of Asia,” which only made things worse.

I·SEOUL·U (2015)

The spiritual sequel to “Hi Seoul.” Designed through public participation (but almost no foreign consultation), it was supposed to mean “Seoul connects you and me.” Instead, it baffled everyone. Expats turned it into memes: “I will find you, and I will Seoul you.” In 2023, it was replaced by Seoul, My Soul after surveys found most foreigners had no idea what it meant.

Viva Boryeong

Officials thought “Viva” meant “vibrant.” Then they decided each letter stood for something: “Vacation Land, Impress City, Variety City, Adventure City.” It became the poster child for misplaced creativity.

Just Sangju

Inspired by Nike’s “Just Do It.” The slogan was meant to sound bold and modern. Instead, it felt like a command without an object. Foreign journalists mocked it; locals shrugged. “Meh, it’s Just Sangju.”

Busan is Good (2023)

Replaced the beloved Dynamic Busan. “Good,” officials explained, stood for “Global, Original, Open, Dynamic.” Critics said it stood for “boring.” Even Busan locals groaned online.

Bonus Round: The Corporate Hall of Fame

• Lotte: “The Sweetheart of Your Mouth.” Romantic, if you’re dating a pastry.
• Hankook Tire: “Make Love to the Road.” Someone actually approved that.
• KT: “Let’s.” That’s it. Just “Let’s.” The blue balls of corporate slogans.
• SBS: “Together, We Make Delight.” Grammatically fine, emotionally empty.
• LG: “Life’s Good.” Proof that when done right, simple works.

The Bureaucracy of Branding

For city halls, “branding” often means decorating the logo with English letters and a swoosh. Real linguistic testing or cultural consultation rarely happens. Slogans are often chosen because they sound nice in Korean phonetics, not because they make sense in English.

Acronyms remain a national obsession. Busan’s “GOOD,” Boryeong’s “VIVA,” and Gyeonggi’s “GO GREAT” all prove that Koreans love the illusion of cleverness even when the logic collapses.

When It Accidentally Works

Not every English slogan flopped.

• Jeju’s “Only Jeju” worked because it was confident and minimal.
• SK’s “We want to be your energy.” was both literal and metaphorical.
• Hyundai’s “New Thinking. New Possibilities.” landed globally because it kept things simple.

Even when they’re clumsy, Korean slogans show a creative fearlessness. “Make Love to the Road” might not sell tires, but it makes people talk. And that’s half the point.

The “Konglish” Charm

A 2024 survey found that 91 percent of Koreans notice awkward English in public campaigns. Two-thirds admit it looks unprofessional. Yet many still find it funny and endearing. Bad English has become a kind of folk art—part of Korea’s urban texture, like neon signs and convenience-store mascots.

It’s not really about communication anymore. It’s about decoration. English as sparkle. Grammar as optional.

Why It Matters

These slogans say something bigger about modern Korea. They show a country obsessed with global image but still uncertain about its own voice. A place that wants to impress the world, yet can’t resist doing it in its own strange, charming way.

Awkward English in Korea isn’t just bad marketing. It’s cultural poetry—accidental, funny, and uniquely Korean.

Metropolitan Cities

City	Slogan
Seoul	Seoul, My Soul Hi Seoul → Hi Seoul: Soul of Asia → Infinitely Yours, Seoul → I·SEOUL·U
Busan	Busan is Good Dynamic Busan
Incheon	All Ways Incheon Discover Incheon
Daegu	Powerful Daegu, Full of Freedom and Vitality Colorful Daegu
Daejeon	Daejeon is U It’s Daejeon
Gwangju	Your Partner, Gwangju Clean Gwangju
Ulsan	The Rising City, Ulsan Ulsan for You

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Special Cities and Provinces

City / Province	Slogan
Sejong	Sejong is the Future Benefiting the World, Dignified Sejong
Jeju	Only Jeju Island Everlasting Jeju / Eco Jeju
Gyeonggi Province	Go Great Gyeonggi, A Game of Opportunity at the Center of Change
Gangwon Province	The New Gangwon, Special Self-Governance Era
North Chungcheong Province	Chungbuk, Standing at the Center
South Chungcheong Province	Strong Chungcheongnam-do, the Power of Korea
North Jeolla Province	New Jeonbuk, Special Opportunity
South Jeolla Province	Jeollanam-do, the Land of Life, the Best
North Gyeongsang Province	A New Republic of Korea with the Power of Gyeongbuk
South Gyeongsang Province	Bravo Gyeongnam

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Major Cities in Gyeonggi Province

City	Slogan
Suwon	Human City Suwon Happy Suwon
Seongnam	Seongnam, the City of Cutting-edge Technology
Yongin	Creating a Future Together, Yongin Renaissance
Hwaseong	The Way to Better Living
Anyang	Livable Anyang
Pyeongtaek	Citizen-centered New Pyeongtaek Super Pyeongtaek
Bucheon	With Bucheon Citizens Running Again (formerly Fantasia Bucheon) Fantasia Bucheon
Goyang	Fly to a Special City (30 Years of Goyang)Let’s Goyang
Gimpo	Full Life GimpoBest Gimpo
Anyang	Smart Anyang
Ansan	A Free Innovation City with Citizens Bravo! Ansan
Siheung	Enjoy Siheung! Wow! Siheung
Icheon	ART Icheon
Uijeongbu	The City That Changes My Life
Uiwang	Yes! Uiwang
Anseong	City of Masters
Gunpo	Gunpo Good for You Nice Gunpo
Hanam	A City That Wants to Live
Namyangju	Imagination No Longer Namyangju
Gwangju (Gyeonggi)	Happy Gwangju, City of Hope

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Other Regional Highlights

Region	City	Slogan
Gangwon	Chuncheon	Romantic Chuncheon
Gangwon	Sokcho	Fresh Sokcho (no longer in use)
Gangwon	Gangneung	Solhyang Gangneung
Jeolla	Mokpo	Romantic Port Mokpo
Jeolla	Suncheon	The Ecological Capital of KoreaIn Suncheon
Gyeongsangbuk-do	Gyeongju	Golden City Gyeongju
Gyeongsangbuk-do	Andong	The Capital of Korean Spiritual CultureSmile Forever Andong / Again Andong
Gyeongsangnam-do	Geoje	Big Heart Geoje Blue City Geoje
Gyeongsangnam-do	Jinju	Charm Jinju
Chungnam	Asan	Smart Asan
Chungnam	Boryeong	Viva Boryeong
	Gumi	New Hope Gumi Era (gov. 2020s slogan)Yes Gumi (still used)
	Gimhae	Don’t Worry, Gimahae’ppy Royal Capital of Gaya
	Gunsan	Gunsan, a Self-Reliant City with Citizens Historical Gunsan

Government and Tourism Slogans

Entity	Slogan	Notes
National Tourism Organization	Korea, Sparkling	Criticized for not meaning anything clear — “Is Korea a soda?” was a common joke ​.
National Branding Council	Creative Korea	Had strong intent, but drew mockery for being vague ​.
Seoul	I·SEOUL·U	Meant to symbolize connection between people, but went viral as a “Konglish puzzle” — expats joked with variations like “I will find you, and I will Seoul you” ​.
Seoul (2009–2015)	Infinitely Yours	Seen as poetic but disconnected from the city ​.
Suncheon	Aha! Suncheon	Criticized for randomness — the explanation “Aha!” means joy and victory failed to persuade audiences ​.
Boryeong	Viva Boryeong	Claimed each letter (V-I-V-A) stood for different words, but it unintentionally copied Spanish exclamations, baffling locals ​.
Sangju	Just Sangju	Imitated Nike’s “Just Do It,” and confused foreign observers ​.
Siheung	Wow! Siheung	Dropped after ridicule; locals called it “empty enthusiasm” ​.
Jeonbuk Province	Feel Korea in Jeonbuk	Considered one of the few slogans that actually made emotional sense to foreigners ​.

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Corporate and Product Slogans

Company	Slogan	Reaction
Samsung	Do What You Can’t	Widely praised for originality and empowerment message ​.
LG	Life’s Good	Universally regarded as one of Korea’s best branding lines ​.
Kia	The Power to Surprise	Clear and positive, often cited as an example of “English done right” ​.
Hyundai	Drive Your Way	Solid concept, though less memorable internationally ​.
Lotte	The Sweetheart of Your Mouth	Infamous example of mistranslation—meant to express “heartwarming flavor,” but sounds unintentionally romantic or odd in English ​.
Hankook Tire	Make Love to the Road	Mocked globally for suggestive phrasing; marketing later dropped it ​.
KT Corporation	Let’s	Criticized as incomplete—Koreans intended it as short for “Let’s connect,” but it baffled native speakers ​.
SBS (Seoul Broadcasting System)	Together, We Make Delight	Grammatically okay but emotionally flat—often used as an example of “word salad” corporate English ​.

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