Jecheon's Jeje and Cheoncheon Complete Trademark Registration

Jecheon, North Chungcheong Province, completed trademark registration of its signature characters Jeje and Cheoncheon with the Korean Intellectual Property Office in December 2024. The city said it plans to use Jeje and Cheoncheon for character merchandise and tourism promotion content starting in 2025. The news was posted on the Jecheon city website on December 16, 2024.

Jeje and Cheoncheon were designed in 2020 by a Jecheon city official. They are described as mischievous characters that resemble mountains and clouds. The city has used the two characters in webtoons, contests and merchandise.

Before the trademark registration, the city held two contests featuring the characters in 2024. In July 2024, Jecheon held an Instagram comic contest with the city's characters. In November, it held a Jeje and Cheoncheon character design contest to support small business owners.

The characters drawn by a city official became the subject of contests, and trademark registration has made them an asset of the city. Besides Jeje and Cheoncheon, Jecheon's characters include Little Sage Bakdal and Little Fairy Geumbong.