Editor’s Note
This article explores a unique urban development initiative in Cheongna, where roads are being named after precious gems to add a memorable and luxurious character to the cityscape. The project aims to transform everyday infrastructure into distinctive landmarks.
Road names like ‘Sapphire Road’ and ‘Ruby Road’ are part of a naming project initiated by the Cheongna Development Corporation. The project aims to give the roads in the Cheongna International City area the nickname ‘Jewel City’. The naming process, which involved the Cheongna International City Development Corporation and experts, took about two years from 2020. Over 20 name candidates were proposed, and the final names were selected based on criteria such as uniqueness, memorability, and regional identity.
This colorful road naming project is a unique feature of the area. It stems from the ‘Cheongna International City Development Project Master Plan’ established around 2000. This plan envisioned creating a ‘city of the future with a beautiful landscape’, and LH (Korea Land and Housing Corporation) and the Cheongna Development Corporation collaborated to realize this vision. Kim Hyeon-ju, Head of the Cheongna Development Project Team, explained that the goal was to create a memorable identity for Cheongna, establishing it as a ‘city with jewel-like roads’ that would be recognized as a landmark.
The project team considered that when people think of Cheongna, they should immediately recall these jewel names, and that the names should be easy to pronounce and remember. Hence, familiar and beautiful names like ‘Sapphire’ and ‘Ruby’ were chosen. The underlying philosophy was to enhance the city’s brand value by associating it with precious gems. Kim stated, “We aimed to create a unique identity that distinguishes Cheongna from other cities” and “By having 6-7 jewel names, we can systematically brand the area.”
Kim Hyeon-ju is confident that this naming project will contribute to the area’s development. She said,
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Within the project area, Cheongna roads are divided into zones named after jewels: Emerald, Ruby, and Sapphire. Each specific jewel name corresponds to a designated zone for systematic management. This zoning helps in organizing the urban landscape. The Emerald zone is designated as Cheongna Zone 3, the Ruby zone as Cheongna Zone 2, and the Sapphire zone as Cheongna Zone 1. The road signs featuring these jewel names are visually distinct. Since the Cheongna Development Corporation began installing the signs in 2011, they have become a recognizable feature.
There is also anticipation that these jewel-themed road names will boost property values. An official from the Cheongna Development Corporation stated,
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Finally, residents’ reactions to these colorful roads include comments like: “It feels like a special place,” “It’s nice to have well-maintained roads,” and “It gives a sophisticated and clean impression.”