14.12.2023 Story

A Glimpse of Koreanness

In the current ever-evolving cultural landscape, one phenomenon has taken center stage with an undeniable allure: Koreanness. South Korea is trending – from the bustling streets of Seoul to the runways of Paris, Korean culture has captured the world’s attention. K-Beauty, K-Pop, K-Food, K-Fashion… Korean trends are everywhere and are seen as the most modern and advanced influences. But why? What makes K-Everything so special? Why is the world looking for a glimpse of Koreanness?

Korean Heritage

The appeal of Koreanness goes beyond fashion and beauty; it is a cultural phenomenon that extends to music, food, and lifestyle. The global success of K-Pop stars, and the increasing attraction for Korea’s innovative cosmetics and technologies have sparked a crescent interest in Korean culture.

Where and how did this start?

Marked by its authenticity, innovation, and timeless elegance, Korean culture cannot be understood without the country’s heritage. At the heart of the “Korean Wave” (Hallyu) there is a profound respect to tradition, a thread woven through the fabric of modern expressions.

Korean tradition is a very special one, where centuries-old customs and craftsmanship seamlessly integrate with contemporary design. With this philosophy, it is no surprise to discover that Korean heritage holds the keys to the Korea of tomorrow. Digging deeper into the country’s history unearths ancestral pottery and early folklore amongst its oldest roots. Jump forward to today, and references from Neolithic artefacts are merged with modern technologies to connect the past with the present and forge a vocabulary that is also responsibly engaged with the concerns of contemporary society, such as the commitment for a more sustainable future.

A firm belief in the future has run throughout Korean history. Korean dynamism is always turning towards what comes next, renewing life energies from within. From the hand-written calligraphy of the ancients to the streamlined futurism of the Hangul alphabet, there is the same strength of simplicity and integrity.

Let’s dig deeper in some of the most famous Korean trends and try to unveil the secrets of