Seoul Cap Hits 2.7 Million Views on Japanese SNS... 'Seoul Goods' Captivate Foreigners

"Seoul Goods," which reinterpret Seoul's traditions and urban image in a modern way, are drawing attention as unique items, racking up millions of views on Japanese social media.

The Seoul Metropolitan Government released its "Top 10 Seoul Goods" list today (September 23), analyzing online and offline foreign purchase data for this year.

The product that recently gained the most traction is the "Seoul My Soul Belt Cap," released on September 3 through a collaboration between Seoul's city brand "SEOUL MY SOUL" and the traditional knot fashion brand "ONGO."

It incorporates traditional Hanbok knots into a modern cap design.

A photo of the belt cap posted by a Japanese user on X (formerly Twitter) on September 7 garnered 2.7 million views without any separate advertising or promotion.

It rapidly spread among Japanese users, drawing 32,000 likes, 7,900 reposts, and 9,300 bookmarks.

"SEOUL MY SOUL" is an urban brand, much like New York's "I♥NY," that uses the city's name to imprint its identity and charm as a single symbol. The Seoul Metropolitan Government began developing it in 2022 and unveiled it in August 2023.

It carries the meaning "Seoul becomes my soul when hearts come together," and expresses Seoul's "heart, experience, and joy" using a heart, exclamation point, and smiley face.

An analysis of foreign purchases of Seoul Goods showed that the primary consumer base was in their 20s and 30s, with clear differences in preferred items depending on the sales channel.

Offline, small souvenirs featuring Seoul's locations and scenery proved strong.

The top-selling item across online and offline channels at the DDP Design Store was the "Seoul Sticker Collection (50 Types)."

This was followed by "Seoul's Four Great Gates and Four Major Palaces Postcards," "Kongkoni Postcards," and magnets of Namsan and Gwanghwamun.

Items priced under 10,000 won mostly populated the top ranks.

Even at higher price points, items with distinct Korean elements and designs gained favorable responses.

A 99,000-won "Durumagi Raincoat," created in collaboration with small business owners, sold out completely.

At the Seoul City Hall Seoul Gallery branch, which opened last February, the 59,000-won "Scenery Mother-of-Pearl Box" continues to sell steadily.

Foreign visitors accounted for more than 22% of the visitors to this store.

At Seoul My Soul Shops located in areas such as Jongno, Myeong-dong, Gwanghwamun, Gangnam Station, and Yeouido Hangang Park, items in the 10,000-won range—such as Haechi random figures, magnets, and ballpoint pens—gained popularity.

Online, character merchandise showed strong performance, including Haechi playing cards, White Tiger plush keyrings, and the Haechi & Soul Friends Wooden Block Tower.

The Seoul Metropolitan Government is also expanding collaborative products with private brands, such as Seoul Stamp Custom T-shirts in partnership with Musinsa Standard, KGC Ginseng Corporation's "Joseon Royal Court Refreshment Set," and Seoul Snack Rice Chips.

Kim Hyung-rae, Director General of the Seoul Metropolitan Government's Vision and Communication Bureau, said, "The belt cap that went viral on Japanese SNS and the foreign purchase data show that 'Seoul-style design' is being consumed as competitive content," adding, "We will continue to introduce goods that capture Seoul's culture and stories."
 
(Photo: Yonhap News)
※ Please note: This article was translated by AI and may contain errors.