Brand Development for Globalizing Traditional Korean Medicine!
National Institute for Korean Medicine Development,
Brand Development for Globalizing Traditional Korean Medicine!
- Promoting traditional Korean medicine to the international market by developing a distinct brand of traditional Korean medicine
According to the National Development Institute of Korean Medicine (NIKOM), global interest and demand for traditional medicine are rising; however, global recognition of traditional Korean medicine remains lower than traditional Chinese medicine.
According to a survey of 1,665 traditional Korean medicine experts conducted by NIKOM on globalization of traditional Korean medicine (2017), 'low awareness of traditional Korean medicine' was specified as the biggest disadvantage at 33.2% in regards to global competitiveness and demand, and 'improved awareness of traditional Korean medicine' was cited as a priority task (24.6%) to undertake at the onset of traditional Korean medicine's overseas expansion.
Since 2018, as a part of the Ministry of Health & Welfare's promotion of globalizing traditional Korean medicine, NIKOM has been producing various promotional contents to raise international recognition.
In 2019, a distinct brand that can establish a unique identity of traditional Korean medicine within the international traditional medicine market will be developed to promote the value of traditional Korean medicine as a medical treatment.
A public competition will be held to determine the brand name that can highlight the uniqueness and excellence of traditional Korean medicine, and a logo will be created based on the brand's name to differentiate the distinct value of traditional Korean medicine in the international traditional medicine market.
The competition will be held in mid-June and submissions will be accepted through the official competition website. The selection process will consist of collecting internal and external opinions from the Ministry of Health & Welfare, related organizations and the traditional Korean medicine industry, offline preference surveys for foreign individuals, and online public surveys for Korean citizens in order to ensure an impartial brand production for globalizing traditional Korean medicine.
Through the development of a distinct brand of traditional Korean medicine, NIKOM strives to enact long-term global promotion and diffusion of traditional Korean medicine and to utilize the brand in diverse ways to represent the Korean nation.
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