KOMSCO revives historical figures to spotlight currency's cultural value in cashless era
Models pose with “JOFAMS,” the universe-based marketing characters unveiled by the Korea Minting and Security Printing Corp. (KOMSCO) at the organization's currency exhibition and sales hall in Seoul, Monday. Courtesy of KOMSCO
The Korea Minting and Security Printing Corp. (KOMSCO) on Monday introduced its universe-based marketing project “Wonniverse,” along with a lineup of characters called “JOFAMS,” as part of efforts to shed new light on the cultural significance of currency in an increasingly cashless era and to preserve the legacy of historical figures depicted on Korean banknotes.
“Wonniverse” combines the Korean currency unit “won” with the word “universe.”
Developed over the course of a year in collaboration with students from Kookmin University, the project presents an original storyline in which notable figures featured on banknotes are reborn in modern times to continue their missions.
The three newly introduced JOFAMS characters reinterpret iconic figures from Korean currency as spirit-like beings, adding an element of intrigue. Each character has been designed to reflect and highlight KOMSCO’s core business areas.
Hunmin, inspired by King Sejong, who created Korea’s phonetic alphabet, Hangeul, in 1443, is associated with cultural initiatives. Sunsik, based on Admiral Yi Sun-sin, the 16th-century naval commander who led victories against Japan during the Imjin War, represents the medal and coin segment. Dime, modeled after Shin Saimdang, an artist, writer, calligrapher and poet of the Joseon Kingdom, as well as the first woman to appear on a Korean banknote, embodies secure printing operations.
The initiative was further enriched through an industry-academia partnership with Kookmin University.
Since April 2025, KOMSCO has worked closely with students through a series of in-depth interviews, strategy workshops and discussions, actively incorporating their creative input. This process ultimately shaped character identities that resonate with the sensibilities of the MZ (Millennials and Gen Z) generation.
Kim Sung-su, a professor at the School of Media and Advertising at Kookmin University who mentored the participating students, said, “The project is meaningful in that it introduces a universe-driven marketing approach and breaks new ground in public sector PR.”
KOMSCO aims to strengthen its brand identity and enhance competitiveness by leveraging these characters. It plans to launch character-based merchandise and host pop-up events to expand engagement with the public, with the goal of reaching a broader and more diverse audience.
KOMSCO CEO Sung Chang-hoon said currency should be viewed not merely as a means of payment, but as a cultural asset that reflects a nation’s history and identity.
“The innovative legacy of King Sejong, the artistic sensibility of Shin Saimdang and the spirit of challenge embodied by Admiral Yi Sun-sin will connect with today’s MZ generation and be reinterpreted in a living, contemporary form,” he said.
He also called for public support as KOMSCO seeks to shed the conventional, rigid image of a public institution and reposition itself as a “K-culture content company” that delivers inspiration through its initiatives.