[Courtesy of 29CM]
[Courtesy of 29CM]

29CM, operated by Musinsa, announced Monday it has signed a three-way MOU with Japanese lifestyle retailer Loft and SPD Global, Loft's domestic operating partner in South Korea, to collaborate on the stationery category.

The two companies will host the "29CM X LOFT Collaborative Stationery Pop-up" on Yeonmujang-gil in Seoul's Seongsu-dong from Sept. 2 to 6. The event will bring together well-known Japanese stationery brands that have been hard to find in South Korea alongside domestic stationery and lifestyle brands curated by 29CM.

The collaboration was driven by the recognition that stationery has expanded beyond office supplies into a lifestyle category reflecting personal taste and everyday life. A stationery fair 29CM held in April last year drew roughly 25,000 visitors over five days.

"We plan to introduce noteworthy stationery brands from both South Korea and Japan alongside Loft, and offer customers a wide variety of experiences to explore their own stationery preferences more deeply," a 29CM official said.


spa@heraldcorp.com