Pinching Their Noses and Frowning... Eye-Catching Signs Appear in Gwanghwamun

This time, non-smoking signs targeting illegal smoking have appeared around the Gwanghwamun area, and the illustrations are quite unique, right?

These signs depict Joseon Dynasty kings, queens, civil officials, and royal guards pinching their noses or frowning to avoid cigarette smoke.

They also feature phrases such as "Smoking is destruction" and "If you respect me, I will respect you," written together in English, Chinese, and other languages.

As basic order violations, such as illegal smoking and cigarette butt littering by some tourists, have continued around Gwanghwamun recently, the anti-smoking message was delivered in a way that makes it seem as though the ancestors themselves are directly expressing their displeasure.

This is the work of CEO Je Seok Lee, who has created various public service advertisements.

Lee explained that cultural heritage is a treasure containing a country's history and spirit, and he wanted to deliver the message in a way that ancestors who once lived here directly expressed their displeasure.

(Video Source: YouTube "Je Seok Lee's Advertising Archive")

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