Seoul taxi drivers are notorious for rejecting customers and driving aggressively. In order to dispel their bad reputation, Seoul Metropolitan Government has introduced “Pororo” taxis in an attempt to paint cabbies in a more friendly light. The Seoul city government modified 20 owner-driven taxis with images of the popular cartoon penguin Pororo, and has launched a pilot project that will continue until May next year. “Pororo, the Little Penguin” is a much beloved animated cartoon series in Korea and abroad. Pororo has even been dubbed as the “president of children.” From outer decorations to accessories inside the vehicles themselves, Pororo and his friends have taken over the taxis, giving much delight to passengers, especially children. Passengers don’t need to pay extra fare for the specially decorated taxis, and those who would like to take a Pororo taxi should make an online reservation at Seoul’s public transportation reservation site (http://yeyak.seoul.go.kr/main.web) at least seven days prior to the service. However, the services are not only based on reservations, and those who are lucky enough to spot one on the street can ride a Pororo cab like any other taxi in Seoul. The city government will decide whether to keep the service running after reviewing responses from passengers and taxi drivers, once the pilot project has concluded.