Cycling with design: SEOUL style, the theme of the Seoul Cycle Design Competition, aptly represents the goal of nurturing a healthy cycling culture. Embracing this kind of culture is an important part of an eco-friendly traffic system. Seoul is working hard to become a city that sets global standards that will lead the way in urban development well into the 21st century. The competition promotes cycling as a healthy and environmentally sound activity that every city dweller can enjoy. Cycling with design: SEOUL style hopes to inspire the kind of designs that conform to the city's cycling infrastructure and the sensibilities of Seoul residents, the 2010 World Design Capital.