Content IP Strategy for Jeju Regional Branding IP Strategy Research for ‘Seolmundaehalmang’

In the past, Jeju Island has tried to utilize the character of the island's representative tale, 'Seolmuundaehalmang', in cultural contents such as animation and theme parks. Academics have also conducted research on the need for cultural planning utilizing 'Seolmundaehalmang'. Despite these efforts, 'Seolmundaehalmang' has yet to be recognized by the public as icon of Jeju. In this paper, we examine a content IP strategy for branding the Jeju Island with the character of 'Seolmundaehalmang'.ﾠ To this end, this paper first discusses the importance of content IP and the necessary elements of a strategy. Based on this, the paper then analyzes cases that have been utilized as content and compares them with successful Japanese cases of utilizing cultural archetypes as content IP. Finally, through the results of this analysis, the paper reveals a strategy for utilizing Jeju Island's 'Seolmundaehalmang' as content IP. The paper's results show that a strategy for to utilizing 'Seolmundaehalmang' as a content IP first requires the expansion of the scope of 'Seolmundaehalmang' content creation by having it engaged in a wide range of contents such as Jeju Island's 'myths', 'legends', 'history', and 'fairy tales' in a flexible manner. Second, the image and characterization of 'Seolmundaehalmang' should be refined by incorporating history, mythology, and each creator's own philosophy. By doing so, they expand its limited role. Third, we must strengthen and utilize the material, setting, and world view of the work, which are embodied in the concept of 'Seolmundaehalmang'.