This study examined the effects of the brand image of a city on the theme of the city. Based on a review of related literature, the hypothetical causal relationship between the city`s brand image and theme was developed. Data were collected from 305 participants of COEX convention and exhibition participants who had been abroad within the last 3 years. Results of a factor analysis delineated five factors of city brand image(i.e. historical/cultural image, social/environmental image, active/dynamic image, convenience/ leisure image, and beauty image). It also delineated three factors of the theme of a city(i.e. uniqueness, symbolic, and story-telling). Results of regression analysis showed that among the five city brand images, historical and cultural image. was most likely to be associated with the storytelling theme for the city. Results of this study suggest that if a city develops a historical and cultural image based on long established histories of the city, it will be able to project a theme with full of stories into the memories of visitors.