The Seoul Metropolitan Government launched a FOOH (Fake Out Of Home) video campaign to effectively communicate the charm of its representative characters, ‘Haechi and Soul Friends,’ to citizens and tourists, while strengthening its character-based brand identity.

Set against the backdrop of Gwanghwamun, Seoul’s iconic landmark, the video featured storytelling that naturally highlighted each character's unique persona through dynamic motion graphics. The characters appeared sequentially to captivate viewers: Baekho practicing Taekwondo, the Blue Dragon and Black Tortoise taking a stroll, and the Vermilion Bird flying overhead. The narrative concluded with a scene where happiness spreads from Haechi’s magic bead, delivering the core message, “Don’t worry, Be HECHI!”

The video garnered approximately 60,000 views upon its release on the official Haechi Instagram account. Furthermore, it was widely broadcast across major public channels, including the large screen at the Seoul Plaza Spring Festa main stage and the spherical media display of the Seoul Tourism Organization.