Suncheon Teams Up With CJ ENM to Refresh Hooded Crane Mascot Rumi

Suncheon City, South Jeolla Province, announced a plan in February 2025 to refine its signature character Rumi together with CJ ENM. Rumi is based on the hooded cranes of Suncheon Bay.

The city set a goal of posting an Instagram comic twice a month and producing about 30 kinds of merchandise. It plans to run a pilot pop-up in the old downtown, then promote the character in earnest at the Global Content Festival in October. Rumi went through a renewal with CJ ENM in 2025 and has appeared in short-form animations and Instagram comics.

Collaboration merchandise came out in the summer. At the Suncheon Bay National Garden summer garden festival, held from August 15 to September 14, the city teamed up with Zanmang Loopy to sell six kinds of limited-edition Rumi and Ttungi goods at a pop-up and held a photo event.

Besides Rumi and Ttungi, Suncheon's characters include Suni, Cheoni, Grass Fairy Green, Grass Fairy Blue and Hakdongi.