Yuseong District has introduced a new brand to represent Yuseong Hot Springs. For years, Yuseong Hot Springs had been struggling with declining tourist numbers and the deterioration of its facilities. The region was known for its outdated infrastructure, limited connections between the hot springs and local resources, and a lack of fresh content for visitors. As a result, its once-prominent reputation gradually faded.
To address these challenges, the district recognized the need for a comprehensive branding strategy that would connect not just the hot springs, but also the surrounding facilities, and encompass the entire Yuseong Hot Springs district.
As part of the "Yuseong Hot Springs District Tourism Hub Development Project," Yuseong District unveiled the new brand "YUON."
The "YUON" brand highlights two key aspects of Yuseong Hot Springs. First, it emphasizes "rest"—the essence of hot springs. Second, it focuses on the "vitality" of the city’s residents who live around Yuseong Hot Springs. This new brand is designed not only to represent the hot springs as a relaxing destination but to center around the dynamic lifestyle of those who live and work in the area. Unlike the previous brand "Yuseongi," which was a more generic character representing the entire district, "YUON" was created as a unique symbol specifically for the Yuseong Hot Springs region.
The name "YUON" combines the characters for "Yu" (from Yuseong) and "On" (from Oncheon, meaning hot spring). The "Yu" evokes the image of both Yuseong Hot Springs and the personal "You" – referring to visitors who come to relax and recharge. Meanwhile, "On" symbolizes not just the hot spring, but also vitality and energy, suggesting that visitors can find their inner vitality through the experience. "YUON" invites visitors to experience an urban hot spring that offers both relaxation and revitalization.
The visual identity of "YUON" is inspired by the legendary healing powers of Yuseong Hot Springs. According to local folklore, a crane with an injured leg soaked in the hot springs and was immediately healed. The crane, a symbol of health, longevity, and happiness in Korean culture, represents the restorative and revitalizing effects of the hot springs.
To promote the new brand, Yuseong District has set up a pop-up store near the Dodream Performance Hall in Yuseong Hot Springs Park from October 18 to 27. This temporary brand experience center is offering various interactive events where visitors can learn about the "YUON" character and explore the urban lifestyle around Yuseong Hot Springs.
During the pop-up period, from 6 p.m. to 9 p.m. daily, there will be Silent Yoga and Meditation sessions at the Gyeonggyeong Spa Lotus Garden. Participants will wear individual headsets to block out external noise, providing a peaceful environment to recharge both physically and mentally. Additionally, visitors can enjoy performances by local artists and immersive media art installations that simulate the sensation of water splashing, creating a unique interactive experience. A range of exclusive Yuseong Hot Springs merchandise, which has been previously unavailable, will also be sold at the pop-up store.
Unlike other traditional hot spring destinations, Yuseong Hot Springs is an urban hot spring. Visitors can easily enjoy the rejuvenating benefits of the hot springs and return to their daily lives refreshed. The launch of the "YUON" brand aims to position Yuseong Hot Springs as a place where both locals and visitors can experience a blend of rest and vitality, transforming it from a simple leisure destination into a vibrant, holistic experience.
The "Yuseong Hot Springs District Tourism Hub Development Project" was selected in 2020 as part of a Ministry of Culture, Sports, and Tourism initiative to revitalize hot spring tourism. The project focuses on developing tourism content and infrastructure to strengthen the district's position as a major hot spring tourism hub. As part of the ongoing initiative, Yuseong District is enhancing its tourism offerings, including the development of an "Oncheon Culture Experience Center," a key anchor facility within the Oncheon Culture Park. The goal is to revive and expand the region's tourism potential through annual projects.
