Seoul, a city where ancient tradition meets cutting-edge modernity, has taken a bold step in the fashion industry with its latest initiative. The city’s brand, “SEOUL MY SOUL,” has launched a new line of fashion goods that are truly one-of-a-kind, perfectly encapsulating the essence of Seoul. This exciting development is not just about fashion; it’s about celebrating the unique identity and spirit of the capital of South Korea through innovative products.
Origin of Seoul My Soul
The “SEOUL MY SOUL” tagline was born from a deep desire to capture the profound connection between the city and its residents and visitors. The previous tagline, “I.Seoul.U,” focused on the idea of unity and connection, emphasizing the bond between Seoul and its people. However, the new tagline goes deeper, evoking a sense of personal belonging and pride. The new tagline aims to resonate on a more emotional level, making it a fitting slogan for a city known for its rich cultural heritage and dynamic lifestyle.
Seoul My Soul Exclusive Goods
Building on the resounding success of the “Seoul Ramen” launch in February, the city has confirmed the market demand for products leveraging the city’s image and brand. The popularity of “Seoul Ramen” was immediate, selling over one million packs within just five months. This remarkable success has paved the way for the city to expand its offerings to include exclusive fashion items in collaboration with MUSINSA STANDARD, a modern basic casual wear brand.
The city’s new fashion goods collection features 18 different items, all available in a wide range of sizes to ensure a perfect fit for everyone. For instance, the short-sleeve t-shirts are available from XS to XXL, the string bags come in different lengths and widths, and the socks are designed to fit all foot sizes comfortably.’ new fashion goods collection features 18 different items, all available in a wide range of sizes to ensure a perfect fit for everyone. For instance, the short-sleeve t-shirts are available from XS to XXL, the string bags come in different lengths and widths, and the socks are designed to fit all foot sizes comfortably.
These items are designed with the motifs that highlight the city’s iconic landmarks and symbols. The collection includes three types of t-shirts: the “SEOUL MY SOUL” logo round t-shirt available in black and white, a polo shirt featuring the logo and Haechi (a mythical creature symbolizing Seoul) in black, grey, and white, and a graphic round t-shirt with a depiction of Gyeongbokgung Palace, available in black and white. These items are priced competitively to appeal to a wide range of consumers.
These fashion goods can be conveniently purchased at the MUSINSA STANDARD flagship store in Myeongdong, a popular destination for tourists. The store’s foreign customer base, which constitutes more than half of its visitors, is expected to drive significant sales. Additionally, there are plans to expand sales to other MUSINSA STANDARD offline stores and online platforms. With our friendly and knowledgeable staff, you can enjoy a hassle-free shopping experience, ensuring that you can bring a piece of Seoul’s soul home with you.
Consider pairing them with other stylish brands to complement these new Seoul fashion items. For instance, the “SEOUL MY SOUL” t-shirt would look great with a pair of classic Levi’s jeans for a casual, timeless look. Alternatively, match them with sleek Adidas sneakers to blend comfort with style. For accessories, a minimalist backpack from Herschel Supply Co. would perfectly complement the string bags from the new collection.
How Seoul My Soul Goods Were Born
Seoul’s initiative to create exclusive fashion goods for tourists and locals follows a booming trend in other global cities. For example, New York City has long been known for its iconic “I ❤ NY” merchandise, which has become a symbol of the city worldwide. Tokyo has embraced its pop culture heritage with products featuring anime characters and traditional Japanese motifs, appealing to both local fans and international visitors.
Paris, another fashion capital, offers a range of goods that celebrate its artistic and cultural heritage. From clothing to accessories, items often feature landmarks like the Eiffel Tower or artwork inspired by renowned French artists. These products serve as souvenirs and a means of promoting the city’s culture globally.
The success of these cities in creating exclusive goods highlights the potential for Seoul’s own city brand to make a significant impact. By offering stylish and culturally meaningful products, South Korea can attract a diverse audience and strengthen its brand identity.
The Seoul Foundation has established the Seoul My Soul Shop on the first floor of the Seoul Tourism Plaza, a prime location in the heart of the city. This shop serves as a hub for selling and promoting Seoul goods to both domestic and international tourists. The shop provides multilingual tourist information services in English, Chinese, and Japanese, ensuring a seamless experience for visitors.
On the 11th floor of the Seoul Tourism Plaza, its Culture Lounge promotes the city’s attractive lifestyle through various programs, including Hangul classes and K-pop dance sessions that attract foreign tourists.
Online sales are also being pursued. The foundation has opened a Seoul goods sales page through the global online travel agency Klook. Targeting the Hallyu (Korean Wave) consumer base in Southeast Asia, the foundation has started overseas sales and delivery services through Shopee.
The city’s Mayor Oh Se-hoon, when he attended the offline flagship store’s opening ceremony, remarked, “Souvenirs encountered at travel destinations provide joy during the journey and long-lasting memories of the place.” He hoped the city’s exclusive goods store would become a beloved space where tourists can experience and remember the city’s unique lifestyle and soul.
In closing, the “SEOUL MY SOUL” brand represents more than just fashion; it is a celebration of the city’s vibrant culture and identity. The new fashion goods are a testament to the city’s innovative spirit and commitment to offering meaningful products. As South Korea’s capital city continues expanding its offerings, locals and tourists will have more opportunities to connect with the city’s soul through stylish, culturally rich items.
