Brand planning and naming… local government launches first public–private business model: 'Drink Geoje, go to Geoje' — a clever name using the Gyeongsang dialect. No ad budget, yet broad exposure; city eyes no‑label and premium lineups.
On the 12th, Geoje City hosted a tasting in the city hall lobby to mark the debut of \"Masil Geoje,\" a bottled water produced with a small company to showcase the city’s tourism brand — the first public‑private effort of this type by a local government nationwide.
The initiative breaks from the usual practice of simply printing and handing out promotional materials. Instead, the city led the brand naming and marketing concept, then teamed up with a skilled small business to turn the idea into a tangible product. That collaboration forms the country’s first public–private business model focused on tourism branding.
One standout feature of the project is its budget efficiency. The city supplied brand planning and design guidelines, while Rojin Co., Ltd. handled manufacturing, distribution, and the associated production costs. That arrangement allowed the city to gain nationwide visibility for the brand without allocating additional advertising funds.
At the tasting, representatives from Rojin Co., Ltd. ran the event and walked attendees through the product’s features, highlighting its top‑grade mineral content. The company’s direct involvement bolstered product credibility, while the city provided the policy platform — a practical example of hands‑on collaboration. Rojin, chosen as the official bottled water supplier for the 2025 APEC Summit, brought recognized quality control and credibility to the co‑branded product.
The city‑designed brand name, \"Masil Geoje,\" carries three playful, layered meanings: it evokes the idea of \"drinking\" Geoje’s pure water; it suggests \"going to Geoje\" for an outing; and it riffs on a Gyeongsang dialect phrase used to double‑check plans — essentially, \"Are you going to Geoje?\"
The label features the city's official mascot, \"Mongkku,\" and includes a QR code that links to the tourism website, so purchasing the bottle naturally leads consumers to more travel information about Geoje.
After the launch, the city plans to explore options that align environmental protection with brand premiumization. To meet eco‑conscious consumer trends, officials are considering a no‑label version for online sales and are developing a premium promotional line for international events and special occasions.
A city official said, \"This project is an innovative marketing milestone: the local government led the branding while a small company supplied the technical expertise to create shared value. We’ll diversify the product lineup — including no‑label and premium options — and do our best to make 'Masil Geoje' a signature tourism brand for the region.\"
Gyeongnam — Reporter Jeong Do‑jeong, sos6831@viva100.com
