Once considered a 'hard' city, Seoul is making strides toward becoming a 'soft' city. Seoul is about to be reborn as a soft city by embracing design concepts that will redefine its urban environment with an emphasis on themes centering on green, blue, history and human. The Seoul Cycle Design Competition will be held under the theme, 'cycling with design: seoul style', and is part of Seoul's city-wide effort at improving its design brand and image. The primary goal of the competition is to help build a design oriented city that focuses on its people. The competition is divided into three categories: cycle design, cycle fashion & accessories design, and cycling infrastructure. All three categories emphasize environment-friendly ideas, with the hope that the contest will contribute to establishing a healthier cycling culture. Cycles have become an icon of 'eco-friendliness' and 'healthiness,' and are part of a major urban lifestyle trend. Nearly everyone can enjoy riding cycles; therefore, just about everyone will be able to enter the competition Through this competition we hope that all citizens will have the chance to share their own personal visions for a new Seoul, a city that has embraced change through design. We invite everyone who is interested in cycling and design to take part in the Seoul Cycle Design Competition.   April 2010 CEO, Seoul Design Foundation   ■ title : Seoul Cycle Design Competition ■ organized by : Seoul Design Foundation