KiiiKiii chosen as Seoul Color ambassadors

Members of K-pop group KiiiKiii pose during an appointment ceremony to become Seoul Color ambassadors at Seoul City Hall in Jung District, central Seoul, Wednesday. Courtesy of the Seoul Metropolitan Government

The Seoul Metropolitan Government said Wednesday it had appointed K-pop group KiiiKiii as Seoul Color ambassadors, tasking them with promoting the capital’s annually selected signature color used across major festivals, public events and prominent city landmarks.

Since 2024, the city has selected an annual color meant to reflect shifting social trends and the rhythms of residents’ daily lives, as part of a broader effort to project a bright and appealing image of the capital and strengthen its visual identity. Sky Coral was chosen in the inaugural year, followed by Green Aurora last year.

This year’s color is “Morning Yellow,” inspired by the morning sun and intended to symbolize vitality — the quality residents most wanted reflected in Seoul’s signature color, according to a city government survey of 1,416 people conducted last year.

A poster featuring “Morning Yellow,” this year’s Seoul Color / Courtesy of the Seoul Metropolitan Government

Debuting last year, the five-member K-pop girl group was chosen as ambassadors for their bright, upbeat image and youthful energy, city officials said. They added that the group’s fresh appeal aligns with the message the capital hopes to convey through its annual color. The group is a new act from Starship Entertainment, the agency behind K-pop powerhouse IVE.

The group will help produce Seoul Color–themed promotional content, including short-form videos filmed at landmarks such as N Seoul Tower, Cheonggye Stream and Dongdaemun Design Plaza, which will be released on both the group’s and the city’s official social media accounts.

The city said it will broaden promotional efforts to make the Seoul Color initiative more visible across public spaces and everyday settings, while also stepping up its online outreach by linking it to popular culture, including K-pop, in an effort to reach a wider audience and spark greater public engagement.

“Seoul will continue to promote a bright, appealing image at home and abroad through its design assets, including Seoul Color,” said Kim Seong-bo, vice-mayor for Administrative Affairs of Seoul.

Major cities leverage specific color palettes to anchor their global identity and ensure instant recognition. By tying their brand to a distinct hue — such as London’s Pantone 485 C red for its iconic buses or the Hearthstone Orange of New York’s ferry fleet — municipalities create a visual shorthand for legibility and institutional prestige.