One ofmy biggest challenges as Director General ofSeoul Design Olympiad 2008was to transform the Seoul Olympic Stadium into a space for creativeactivities. To achieve this, I worked with diverse disciplines to develop relevant and effective design strategies. One of my tools was the creation of a new scent which signified Seoulians’ lifestyles and values. The diffusion of the new scent in the stadium symbolized a process of revitalization, and the case study illustrates the power of smell in urban development.Based on researching new scentdevelopment, this chapter covers the meaning of smell in Korea.