Constructing Island Images: Moving Beyond Isolation and Stigma

This study explores how local branding initiatives in the southwestern archipelago of South Korea help overcome negative perceptions of islands, traditionally associated with isolation and underdevelopment, by fostering new regional identities. Using the case of Purple Island in Sinan County, it demonstrates how collaboration between government agencies and local residents successfully redefined the island’s image. Furthermore, it introduces how local branding, through the use of storytelling and cultural resources, can transform marginalized island communities into vibrant cultural and economic hubs. Through strategic branding, Sinan County sought to overcome the long-standing stigma attached to island communities, demonstrating that local branding can serve as a means of fostering broader social recognition and inclusion. This highlights that islands are not merely geographical spaces but are deeply intertwined with human experience, culture, and history.