Who and what created Songdo? Initially, this project was proposed by Incheon’s officials during South Korea’s economic boom in the 1980s. However, the national government did not consider the project seriously until after the Asian financial crisis in 1997, and by then it was viewed as an economic recovery engine that would pull the country out of decline. Using archival resources and in-depth interviews, this study explores the impact of urban brands shaping laws and planning. It also examines a multi-scalar growth regime involving the national and city governments, domestic and international businesses, and civil society on the development of Songdo. The creation of Songdo provides unique insights, as it lacked a pre-existing cultural or historical identity, enabling the development of an entirely constructed urban identity through urban brands. These findings contribute to the understanding of the fluid and multifaceted processes involved in the formation and re-creation of urban identities.