As Chuseok approaches, the beauty industry is launching gift sets that modernize traditional Korean aesthetics. By incorporating themes such as Minhwa, Jogakbo, and Bojagi into their products and packaging, brands are emphasizing the sentiments associated with this festive season.
Notably, brands are going beyond merely using traditional patterns as design elements. They are connecting the meanings associated with these materials to their products, conveying wishes for health and happiness. This trend indicates a shift towards offering consumers a new gifting experience by focusing on the narratives and visual distinctions embedded in these gifts, rather than just product features or pricing benefits.
For example, the skincare brand Gungjung Bichaek has launched its 'Modern Minhwa Edition' to mark its 18th anniversary, reinterpreting the symbolism of traditional Korean Minhwa. This edition is a collaboration with modern Minhwa artist Seo Hana, taking inspiration from 'Sibjangsaeng', a motif representing longevity and happiness. It incorporates imagery of 'Geunjeongjeon', the symbol of the Joseon royal family, harmoniously integrating the brand’s heritage with hopes for children’s health and happiness. Additionally, the packaging features the patented Royal Oji Complex, which consists of five trees, completing the unique story told by Gungjung Bichaek.
The brand’s baby line showcases cultural symbols across various products, with the Baby Shampoo & Bath including crane, bamboo, and cloud motifs, while the Baby Moisture Lotion features deer, pine, and immortality plants, and the Baby Moisture Cream depicts a turtle, water, and rocks. Each of these materials is imbued with symbolic meanings linked to the product characteristics, further enhancing the significance of the gift set.
A representative of Gungjung Bichaek noted, "Consumers are increasingly valuing the stories and meanings behind gifts, not just the products themselves. For our 18th anniversary, we aimed to express our wishes for children's health and happiness through the symbolism of traditional Minhwa in a modern context. We will continue to reinterpret our brand heritage in diverse ways to offer new experiences."
LG Household & Health Care is presenting varied traditional Korean elements in this year’s Chuseok gift sets, utilizing Dancheong, Jogakbo, and mother-of-pearl designs. By modernizing these traditional materials according to the characteristics of their brands and products, they have added both Korean aesthetics and significance to their Chuseok offerings.
The luxury cosmetic brand The History of Whoo has exclusively released a limited edition Chuseok design inspired by Dancheong, while the premium herbal brand Suwon has incorporated modern interpretations of traditional Jogakbo in its 'Cheonsam VIP Special Gift Set'.
Traditional aesthetics have also been integrated into everyday product gift sets. The 'K Mother-of-Pearl Body Care Set' and 'K Mother-of-Pearl All-Care Set' feature modernized packaging designs that reflect flower and butterfly motifs, bringing artistic sensibilities from traditional Korean crafts into the modern gifting space.
Global luxury beauty brand Sulwhasoo is introducing its representative anti-aging product, the 'Jaum Balancing Cream 60th Anniversary Set', alongside a unique gift-wrapping service called 'Jihambo', inspired by traditional Korean Bojagi culture. 'Jihambo' reinterprets the art of carefully wrapping items, a practice rooted in conveying heartfelt sentiments, to target the growing demand for thoughtful gifts among consumers, particularly for parents, family, and friends during the holiday season. Sulwhasoo aims to highlight the storied history of Jaum Balancing Cream while addressing gift demands during Chuseok and the skincare needs associated with changing seasons.
