‘Belt cap’ that makes use of Hanbok knots goes viral… Seoul landmarks and Haechi characters are also ‘popular’

'Seoul Goods', a modern interpretation of Seoul's traditions and city image, is attracting attention as a unique item, recording millions of views on Japanese social media (SNS).

The city of Seoul unveiled the 'Seoul Goods TOP 10' for the first time on the 23rd, which analyzed foreign purchase data from online and offline sales channels this year.

The product that has recently become a hot topic is the 'Seoul My Soul Belt Cap', which was launched on the 3rd in collaboration between Seoul city brand 'SEOUL MY SOUL' and traditional knot fashion brand 'ONGO'. The hanbok knot was incorporated into a modern hat design.

A photo of a Japanese person wearing a belt cap posted on X (old Twitter) on the 7th recorded 2.7 million views without any advertising or promotion. It quickly spread among Japanese users, with 32,000 likes, 7,900 reposts, and 9,300 bookmarks.

'SEOUL MY SOUL', like New York's 'I♥NY', is a city brand that imprints its identity and charm as a symbol with the city's name at the forefront. Seoul City began development in 2022 and unveiled it in August 2023.

It carries the meaning of ‘When hearts come together, it becomes Seoul,’ and uses hearts, exclamation points, and smiles to express the ‘heart, experience, and joy’ of Seoul.

Looking at Seoul goods purchase data by foreigners, the main consumer group was those in their 20s and 30s, and preferred products were clearly divided depending on the sales channel.

Offline, small souvenirs containing places and scenery of Seoul were strong.

DDP Design Store's 1st place in combined online and offline sales was 'Seoul Sticker Collection of 50 types'.

'Seoul's Four Main Gates and Four Palaces Postcards', 'Kongkongi Postcards', and Namsan and Gwanghwamun Magnets followed. The top ranks were mainly products priced under 10,000 won.

Even though the prices were high, products with distinct Korean elements and designs received a positive response.

The 99,000 won ‘Durumagi Raincoat’ made in collaboration with small business owners has sold out.

At the Seoul Gallery branch of Seoul City Hall, which opened in February, ‘Landscape mother-of-pearl boxes’ priced at 59,000 won are also being sold steadily. The proportion of foreign visitors to this store exceeded 22%.

At Seoul My Soul Shops in Jongno, Myeongdong, Gwanghwamun, Gangnam Station, and Yeouido Hangang Park, products priced in the 10,000 won range, including Hatch random figures, magnets, and ballpoint pens, were popular.

Online, character products such as Hatch playing cards, White Tiger plush keyring, and Hatch & Soul Friends wood block tower were strong.

The city of Seoul is also expanding collaborative products with private brands, such as Seoul Stamp Custom T-shirts in collaboration with Musinsa Standard, Cheong Kwan Jang's 'Joseon Royal Tea Table Set', and Seoul Snack Rice Chips.

Kim Hyeong-rae, Seoul City Public Relations Planning Director, said, “The belt cap, which has become a hot topic on Japanese SNS, and foreign purchase data show that ‘Seoul-style design’ is being consumed as competitive content,” and added, “We will continue to introduce goods that contain the culture and stories of Seoul.”