South Korean Local Governments Widen Paths to Mascot Merchandise in First Half of 2025

In the first half of 2025, several South Korean local governments introduced systems that make it easier to use their characters and symbols on local products. They opened economic copyright rights free of charge, lowered copyright fees or expanded trademark registrations. Yangpyeong County and Gongju City went first in February, followed by Gyeongju City in April and Bucheon City in June.

Yangpyeong County: Free Access for a Third Year

Yangpyeong County, Gyeonggi Province, said in February 2025 that it would open the economic copyright rights to its county character Yangchuni to small business owners free of charge. 2025 was the third year of free access. In 2024, 17 companies developed products using Yangchuni. Yangpyeong County has run a character merchandise ecosystem this way. Along with Yangchuni, the county's characters include Mulsarangi and Haengbogi.

Gongju City: Trademarks Expanded to 35 Classes

Gongju City, South Chungcheong Province, registered word marks in 11 more classes and its mascots in 6 more classes in February 2025. That brought its related trademarks to 35 classes in total. Gongju City had passed an ordinance supporting mascot products in May 2023, and its mascot costumes appeared at festivals and events. Gongju City's mascots include Gomagom and Gongju.

Gyeongju City: Copyright Fee Cut to 1%

Gyeongju City, North Gyeongsang Province, amended an ordinance in April 2025 to lower the copyright fee for its symbols from 3% of sales to 1%. It also simplified the procedure for private use of its symbols, cutting the copyright fee burden to one third for companies making products that feature them. Gyeongju City's characters include its official characters depicting a Silla king and queen, the social media characters Geumi and Gwani, Donggyeongi and Cheomseongi.

Bucheon City: Three-Year Usage Rights

Bucheon City, Gyeonggi Province, opened the economic copyright rights to its character Bucheon Handsup to small and medium-sized companies and small business owners in the city in June. Applications were accepted from June 25 to 30. Selected companies can make and sell products featuring Bucheon Handsup for three years. Eligibility was limited to businesses located in Bucheon.

Each took a different approach. Free access, copyright fee cuts and expanded trademark registrations followed one another in the first half of 2025. All four now have systems to turn local government characters and symbols into products made by local businesses.