Since late 2014, the city has launched a crowdsourced campaign for a new slogan to replace the current one -- “Hi Seoul, Soul of Asia,” -- which the city administration considered to be difficult to use in China, the country accounting for the highest number of tourists to Seoul. In 2006, China banned the use of the expression “Soul of Asia.”

But some public relations experts and expats pointed out that the new slogan might not communicate well with those who reside in English-speaking countries, suggesting that the brand fails to capture the sophisticated image the city is trying to promote.

“I am not sure what they are trying to convey. It sounds like ‘I saw you’ or ‘I sold you.’ If they were trying to say that Seoul connects me and you, it might make sense a little, but not much really,” said a 30-year-old American English teacher.

Faced with mounting criticism, the panel that spearheaded the campaign to adopt a new slogan said in a statement Monday that the new slogan would grow on the public over time and would be understood by foreigners.

“It is quite natural to feel it’s awkward when the city introduces a new brand. It is quite common to see such awkwardness in other global cities that tried to build their own brand. The public will embrace the new slogan over time,” the statement said.

“Also, considering that the slogan is a brand, we need to look at it outside of grammar rules. We have already collected the opinion of experts in English and they said the logo is communicable in modern English,” said the statement. 

By Yeo Jun-suk(jasonyeo@heraldcorp.com)