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Daejeon's mascot Kkumdori earns city a fortune through instant noodles, makgeolli, pastries sales

Published: 18 Apr. 2026, 15:45

Kkumdori and Kkumsuni installations are set up at the Daejeon Zero O'Clock Festival on Aug. 8, 2025. [NEWS1]

An iconic city mascot might do more than just boost popularity — merchandise featuring Daejeon's mascot, Kkumdori and its family has helped the city generate billions in won in sales since 2024.

According to Daejeon's city government, merchandise featuring characters from the Kkumdori family has generated 6.4 billion won ($4.4 million) in sales since 2024, as of April 10.

Kkumdori, created for the 1993 Daejeon Expo, is designed as a space fairy symbolizing hopes and dreams. To celebrate the expo's 30th anniversary, Daejeon expanded the character into a wider family in 2023, adding figures such as Kkumdori’s parents, Geumdori and Eunsuni.

Of the 6.4 billion won, 3.29 billion won came from sales of 11 products developed with private companies, including food products such as instant noodles. Sales of around 400 types of Kkumdori-themed goods accounted for another 3.28 billion won. Kkumdori merchandise is sold at major locations, including Daejeon Station, Yuseong Intercity Bus Stop, travel lounges, Kkumdori House and Daejeon Shinsegae Art & Science.

A popular collaborative product has been Kkumdori-branded instant noodles, with dried flakes shaped like the mascot.

The city partnered with food companies in June last year to launch the product. The soup base is produced by IC Food, based in Daejeon, while the noodles are manufactured by Ottogi.

The instant noodles come in two flavors — beef and spicy seafood — and are priced at 1,500 won per packet. In less than a year, more than 1.23 million units have been sold, generating 1.85 billion won in revenue.

Daejeon Mayor Lee Jang-woo, second from left, and other city officials try Kkumdori instant noodles. [KIM SUNG-TAE]

Kkumdori makgeolli (cloudy rice wine) was launched in July last year by Daejeon Brewery, with pictures of the Kkumdori family printed on the bottle's label. Since then, the makgeolli recorded sales of 434 million won.

Another notable product is Kkumdori walnut pastries, introduced in August last year. The pastries are made using molds shaped like Kkumdori, and have generated 370 million won in sales.

Unlike other items made by companies, the walnut pastries are produced and sold by those participating in a public employment program. Two teams of low-income job seekers in their 30s were formed through an employment program organized by Daejeon and the Daejeon Self-Sufficiency Center and trained to make pastries.

Kkumdori walnut pastries [DAEJEON METROPOLITAN CITY]

Kkumdori-branded soju, featuring the Kkumdori mascot on the label, was launched in February. The soju was even exported to Taiwan with an initial shipment of 33,600 bottles.

“As we get more Kkumdori-related products, I feel like the city is becoming more recognizable to others, and interest in the merchandise is growing,” said a Daejeon resident surnamed Park.

The city plans to continue developing new Kkumdori family products.

In the first half of this year, it will collaborate with companies including the meal kit brand Mealpang, the shoe company Code by Gentry and Korea Minting, Security Printing ＆ID Card Operating Corporation to introduce meal kits and currency-themed merchandise.

The Daejeon Tourism Organization is also hosting an event where people can name new mascots to join the Kkumdori family. Through April 20, anyone from the public can submit names for three new mascots: Kkumsuni’s parents and a pet cat. According to Daejeon, Kkumsuni’s father is a hard-working biologist, the mother is a warmhearted and kind astronomer and the cat is a pet that serves as a space guide.

The naming event is open to all participants, with results to be announced on April 27. Submissions can be made through a Naver form linked on the tourism organization’s Instagram account. Thirty participants will be selected randomly to receive gift certificates worth 10,000 won.

"The Kkumdori family is one of the most well-known regional mascots," said Daejeon Mayor Lee Jang-woo. "Business using the mascot has helped to both improve the city’s image and generate revenue."

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY KIM BANG-HYUN [[email protected]]