Branding Strategies for Gyeongbuk's Hallyu Content Using the 5Han (Hanbok, Hansik, Hanok, Hanji, Hangeul): Exploring the Globalization Potential of K-Heritage

This study explores the establishment of K-Heritage, a new Hallyu content brand leveraging Gyeongbuk’s traditional cultural assets for global competitiveness. By integrating 5Han (Hanbok, Hansik, Hanok, Hanji, Hangeul) with regional cultural resources, the study examines branding potential and derives strategic insights through comparative analysis of cultural branding cases from Kyoto (Japan), Paestum (Italy), and the Louvre (France). Key strategies include modern reinterpretation of tradition, digital technology integration, experiential tourism content development, sustainable regional branding, and global marketing expansion. Practical applications involve the fashionization of Hanbok, culinary tourism with Hansik, spatial content creation with Hanok, eco-friendly industry expansion with Hanji, and Hangeul-based cultural content development. The findings emphasize that traditional cultural content should not merely be preserved but adapted with contemporary sensibilities for sustainable global cultural industry competitiveness. The study highlights the necessity of policy support and digital strategies for global dissemination and suggests future empirical research on K-Heritage implementation.