If you visit Daejeon today, you can’t miss the bright yellow mascot with pointy ears and a star-tipped antenna waving from billboards, cafes, and even taxi signs. The character, named Kumdori, has become the heart of the city’s rebranding effort, turning what was once seen as a “boring city” into a hub of color and creativity.
Kumdori first appeared in 1993 as the mascot of the Daejeon Expo, a world fair that drew global attention. While the character faded from view in later years, its popularity surged again in 2020 after featuring on a mascot survival TV show. Older residents felt nostalgic, while younger fans adored its cheerful design, sparking a cross-generational craze.
Now, Kumdori is everywhere ? from Hanbit Tower to Hanbat Arboretum, where a family of new characters has joined the lineup. Even taxis feature Kumdori-shaped roof lights to greet visitors. Official merchandise has become a hit, with sales reaching 900 million won last year. The biggest success, “Kumdori Ramyeon,” launched in June 2024, sold more than 500,000 packs in its first month, drawing tourists eager for Daejeon’s exclusive noodles.
The city also partnered with the Hanwha Eagles baseball team to release 16 Kumdori-themed products, turning every game into a showcase for Daejeon pride. Local officials plan to expand the mascot brand even further, with more Kumdori-themed products and services. Through one beloved character, Daejeon has reinvented itself as a lively, creative city where nostalgia, innovation, and fun meet.
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1. What event originally introduced Kumdori(꿈돌이) to the public?
2. When did Kumdori(꿈돌이) regain popularity, and why?
3. Where in Daejeon(대전) can visitors see Kumdori(꿈돌이) today?
4. How did Kumdori(꿈돌이) help change Daejeon’s(대전’s) image?
1. Which city mascot do you think is the cutest?
2. If your town had a mascot, what would it look like?
3. Would you buy Kumdori(꿈돌이) products if you visited Daejeon(대전)?
4. Why do you think people like mascots from their childhood?
If you visit Daejeon today, you can’t miss the bright yellow mascot with pointy ears and a star-tipped antenna waving from billboards, cafes, and even taxi signs. The character, named Kumdori, has become the heart of the city’s rebranding effort, turning what was once seen as a “boring city” into a hub of color and creativity.
