Seoul Metropolitan Government

Seoul Metropolitan Government (서울특별시청) is the city administration that runs South Korea's capital and sets policy across transit, culture, tourism, design, and major public events. Led by the mayor of Seoul, the government oversees one of Asia's most globally visible urban brands, with city hall strategy extending far beyond basic administration into soft power, lifestyle marketing, and large-scale public programming.

That reach matters in K-culture because Seoul does not market itself like a neutral backdrop. It actively builds city identity through festival platforms, tourism campaigns, and creative-industry partnerships that connect public space with entertainment. The government's official channels promote everything from design weeks and seasonal events to Hallyu-facing campaigns, giving it a direct role in how the city packages itself for both local residents and international audiences.

In 2026, that strategy is especially visible through the Seoul International Garden Show, which the city positioned as its biggest and longest-running garden festival yet. By tapping Jungwon of ENHYPEN as honorary ambassador, Seoul Metropolitan Government made clear that civic branding, tourism, and K-pop influence now move through the same cultural lane.