<Major achievements>

- Online participatory content and events using Hechi and Soul Friends characters

- Integrated digital campaign centered on online events

- Gain follower and engagement-oriented indicator growth through character world view-based content

Seoul City's character 'Hechi and Soul Friends' has been expanded as a brand IP based on citizens' empathy, not just an administrative promotion character. It was planned and operated based on contents that reflected the unique characteristics and persona of each character. Through this, it can be recognized as a friendly entity that communicates with citizens in their daily lives, not as a channel of a public institution that unilaterally informs business information. In addition, by organically linking online events, it attracted citizens' reactions and spread, and strengthened the huge fandom base called Hatch's.