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The Expo can be said to be the world's largest public exposition that displays and exchanges culture and technology of each country, and as a host country, it is an opportunity to expect economic development and revitalization of the country and development of each region. . Accordingly, the branding of the Expo as a host city and even of a national brand has become important, and the planning and production of branded content appropriate for this has been recognized as an important element in delivering and communicating the Expo. This study focused on analyzing the mascot and identity that make up the brand of this expo through the following steps. First, through theoretical consideration, we looked at the importance of mascots and their functions and roles at the Expo. Second, we looked at the themes of each expo held since 2012, as well as cases of identity and mascots, and analyzed the current status of their symbolic forms and elements. Third, a survey and analysis were conducted on the recognition and relevance of the identity and mascot image based on the theme of each expo. Lastly, based on the results of the above analysis and survey, an integrated expo brand development plan was presented to improve the expo image. In other words, through this study, we aim to present elements and methodologies that can achieve integrated development at the brand level in the correlation between the expo's mascot and identity, which are increasingly becoming more important through their diversified roles.
Yoo et al. (Sat,) studied this question.