The names of new apartment complexes are getting shorter. There is an increasing number of cases where concise names focusing on the local name are being chosen, breaking away from the practice of layering the construction company's brand name with regional names and pet names (nicknames). Residents' fatigue with lengthy apartment names has increased, and the judgment appears to have come into play that complexes with place names at the forefront are recognized as landmarks representing the region, helping to increase the value of the apartments.● Apartment names branding the region are the trend in the so-called ‘Apgujeong’ (Apgujeong, Yeouido, Mokdong, Seongsu) maintenance complexes, where construction companies have been actively selected recently with place names such as Apgujeong and Seongsu at the forefront. It's hardening. Hyundai Engineering & Construction, which successively won orders for reconstruction projects in districts 2, 3, and 5 of Apgujeong, Gangnam-gu, Seoul, decided to use ‘Apgujeong Hyundai’ instead of the high-end brand ‘THE H’ for the new complex. It takes advantage of the symbolism of Apgujeong Hyundai Apartments. Samsung C&T, which won the contract for the Apgujeong District 4 reconstruction project, also did not follow the existing writing method of giving a pet name to its own brand ‘Raemian’.