한밭대학교

- Deriving package design and marketing strategies for Daejeon traditional liquor small business owners through cooperation among universities, companies, and local governments

□ Hanbat National University (President Oh Yong-jun) ANCHOR Project Group announced that it held the '2026 Daejeon Local Brand AI Innovation Living Lab Camp' for two days from the 30th to the 31st with the participation of enrolled students and Daejeon citizens to strengthen problem solving startup capabilities for local issues.

 ○ This program was prepared to resolve pending issues faced by traditional liquor small business owners in the Daejeon and Sejong regions, such as lack of promotional and brand strategies and outdated package design, through cooperation among universities, companies, and local governments.

 ○ A total of 21 university students and Daejeon citizens participated in the camp, where hands on practice oriented education utilizing generative AI and design thinking methodologies was conducted.

 ○ Participants first learned about the preservation of original forms and the transmission process of intangible heritage of regional traditional liquors, such as Dongchundang Gayangju (chrysanthemum liquor), Seokiwon Brewery yakju and takju, and Nosanchunju.

 ○ Subsequently, they built practical competencies through instructor Won Ae-rim's training on 'Basics of AI Utilization and Prompt Writing', instructor Nam Min-jeong's training on 'Brand Package Design and Business Plans Utilizing Generative AI', and instructor Hong Soo-ah's training on 'Marketing Strategy'.

 ○ Based on this, participants carried out practical exercises by team to produce package design drafts (labels, colors, graphics) for regional traditional liquor utilizing generative AI, and derived brand storytelling and promotional and marketing strategies highlighting regional brand characteristics.

 ○ Finally, through team presentations, corporate feedback, and evaluation, the university encouraged participants by awarding the Hanbat National University President's Award (Grand Prize), as well as the First Prize and Excellence Prize, to teams that achieved outstanding results.

□ Hanbat National University ANCHOR Project Group Head Woo Seung-han said, "This living lab is a hands on education model where students solve real corporate tasks using generative AI," adding, "We will continue diverse support going forward to revitalize local traditional industries and contribute to invigorating local commercial districts through youth's novel ideas and digital capabilities."