| Abstract |
| The item that can best represent 21st century is cultural industry. In the current century of cyber world, cyber life in the cyberspace is fast becoming from virtuality to reality. Domestic game contents industry has grown so much in such a brief period of time that other game industries of the world are paying a close attention. Due to this current trend, cultural commercialization of the game characters is the best way to have the maximum effect with the smallest expenses. This thesis is focused on the unique Korean traditional game, `HWATOO`, and it provided its motive. Recreating its 14 characters to new generation`s likings, `HWATOO`s brand name was targeted! as both on and off?line market. Also for the development of better game cultural environment, I hope to change `HWATOO`s negative images to be looked at in better facades for the on?line community. Using `YOUNGJAENG HWATOO ` and its important value in the cultural item hopes to lead in developing the model in the future game industry and character industry. |
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| Key Words |
| Game, value Character, Brand |
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