For the first time in 15 years, the design of ‘Haechi’, the mascot symbolizing Seoul, has changed.
The city of Seoul used the character Wang Beom from 1997 to 2007. In 2009, a new mascot, 'Haechi', was introduced due to its reputation as an imitation of Hodori and low recognition. At the time, it seemed like they chose the word ‘Haechi’ to avoid the company name of the same name, ‘Haitai’. The city of Seoul designed a new character after a survey showed that the recognition of the yellow-colored Haechi, which was depicted based on the Haechi statues left throughout Seoul, was low.
'Haechi' is the origin of the word Haetae, and is an imaginary animal that judges right and wrong and is also the origin of the word 'law.' In Korea, it is known as a spirit that punishes bad people and suppresses the energy of fire. Unlike the serious image of judicial affairs in other countries, it was a symbol close to everyday life, such as being used as a talisman to protect the kitchen.
It has become a 3D character with a texture that looks like it was made of felted wool. The wings, scales, nose, and teeth, which are the characteristics of Hatch, are expressed in simple shapes. To add a humorous feel, the eyes and teeth were expressed in a comical way. The body was changed to 'pink', a reinterpretation of monoblue, and 'indigo' stripes were added to both arms and ears.
A new worldview centered on Hatch was also introduced. Under the name ‘Haechi’s Soul Friends’, the characters Blue Dragon, Suzaku, Baekho, and Hyeonmu were also introduced. Soul Hatch HECHI is ‘Everything will be fine, infinite positive power’, Charge Baekho HOU is “Let’s go today too!”, YOLO Hyunmoo MOO is ‘Have fun living once’, Dang Daeng Blue Dragon YOUNG is ‘Innocent and independent of children’, Angry Suzaku JOO “Conquer the Earth! We gave it the nickname and slogan “Fact Bomber.”
The city of Seoul announced that it is displaying an 8m-sized art balloon at DDP and plans to install sculptures at major landmarks in Seoul through outdoor electronic billboards, subways, buses, etc.
Reactions to Seoul's new character are very mixed. Some say it has a refreshing and cute look, while others say it looks like an overseas animation character for children. Although the quality of the character is high with a modern expression, it is disappointing that it gives the impression that we have seen it somewhere, such as Red from Angry Birds and Brachio from Jo Guman Studio.
It seems that the purpose was to be widely known and used by people rather than for meaning and symbolism. The setting of losing memory and power and living with humans seems to be an attempt to move from an object of appreciation to an object of sympathy. Please take a look as we are introducing Haechi and his friends in various ways, including Instatoons depicting the lives of the four directions.
