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After a 10-day escape, the wolf nicknamed Neukgu returned to Daejeon O-World and quickly became a new city symbol alongside the famed bakery Seongsimdang. Given the lingering pain from the 2018 Porongi incident—when an escapee was shot dead about four hours and 30 minutes after fleeing—news of Neukgu’s safe capture sparked an explosive reaction across the community.
The city wasted no time turning the Neukgu craze into a marketing moment. Harehare Bakery in Daejeon’s Doan neighborhood began selling a chocolate-cream pastry stamped with the wolf’s face, called Neukgu Bread, on April 18. Interest was immediate: the 50 loaves prepared for the morning of April 19 sold out in seconds. Initially offered as a test at 2,500 KRW (about $1.88) each, the price rose by 300 KRW (about $0.23) within a day.
On social media, photos of Neukgu Bread flooded feeds, with commenters praising Daejeon as a city that’s quick on its feet when it comes to trendy treats. People also rediscovered that Neukgu’s enclosure spans roughly 10,000 pyeong (about 33,000 m², roughly 8.2 acres or 355,000 sq ft)—essentially a massive safari—which prompted playful nicknames like “Young Master Neukgu.” When an old animal program showcasing the facility as the nation’s largest resurfaced, netizens compared Neukgu’s escape to a wealthy heir’s attempt at living like a regular person and even dubbed him “Neukjun-pyo,” likening him to a drama lead.
Local businesses jumped in, too. From April 17, the LG Electronics Best Shop flagship in Daejeon flashed “Neukgu, thanks for coming home” on its giant billboard. The store had run hopeful messages during the wolf’s escape and quickly updated the display after the capture. Lighthearted moments followed, including sellers on the secondhand platform Danggeun Market joking that Neukgu had autographed items.
AI-generated Neukgu memes have also taken off online. From escape-route trackers to mock “Neukgu marathons” and themed tours, the content has become a playful local pastime.
Curiously, Neukgu’s return coincided with a turnaround for Daejeon’s pro sports teams. During Neukgu’s absence, the Hanwha Eagles had sunk into a seven-game losing streak, but they notched a decisive 5–0 victory over the Lotte Giants on the day he returned. Daejeon Hana Citizen ended a three-game skid by beating FC Seoul 1–0 the day before.
Fans celebrated with jokes—some saying the team should rename itself the Hanwha Wolves—and hailed Neukgu as Daejeon’s good-luck charm. Calls have even sprung up to adopt Neukgu as an official mascot alongside the city’s longtime symbol, Kkumdori, so the Neukgu phenomenon looks set to stick around for a while.
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