'Belt cap' inspired by hanbok knots spreads by word of mouth
Seoul landmarks, Haechi character merchandise also prove popular
Seoul's official souvenir line, known as "Seoul Goods," is gaining traction among overseas consumers through organic word of mouth — particularly on Japanese SNS platforms, where certain items have racked up millions of views and earned a reputation as must-have products.
The Seoul Metropolitan Government recently released its "Seoul Goods Top 10," compiled from foreign-buyer purchase data across online and offline sales channels this year.
According to the Seoul Metropolitan Government, the most talked-about item of late is the "Seoul My Soul belt cap," launched Friday through a collaboration between the city's urban brand "SEOUL MY SOUL" and traditional knot fashion brand Ongo. The cap incorporates hanbok knot designs into a contemporary hat.
A Japanese user posted a photo of the belt cap on X (formerly Twitter) on Sunday, racking up 2.7 million views with no paid advertising or promotion. The post drew 32,000 likes, 7,900 reposts and 9,300 bookmarks, spreading rapidly among Japanese users.
"SEOUL MY SOUL" is a city brand — similar to New York's "I♥NY" — designed to encapsulate Seoul's identity and appeal in a single symbol. The Seoul Metropolitan Government began developing it in 2022 and unveiled it in August 2023.
Built around the phrase "When hearts come together, Seoul is made," the brand uses a heart, an exclamation mark and a smile to express Seoul's themes of "heart, experience and joy."
Purchase data from foreign buyers shows that the core consumer group was people in their 20s and 30s, with preferred products varying noticeably by sales channel.
In physical stores, small souvenirs featuring Seoul's landmarks and scenery dominated. The top seller across both online and offline channels at the DDP Design Store was the "Seoul Sticker Collection" set of 50 designs.
Postcards featuring Seoul's four great gates and four grand palaces, "Kongkongi" postcards, and Namsan and Gwanghwamun magnets also ranked highly. Most top sellers were priced under 10,000 won ($7).
Higher-priced items with a distinctly Korean aesthetic also found buyers. A 99,000 won "durumagi raincoat" — developed in collaboration with small business owners — sold out its entire stock.
At the Seoul Gallery store inside Seoul City Hall, which opened in February, a 59,000 won "punggyeong mother-of-pearl box" has been selling consistently. Foreign visitors account for more than 22 percent of the store's traffic.
At Seoul My Soul shops in Jongno, Myeong-dong, Gwanghwamun, Gangnam Station and Yeouido Han River Park, items in the 10,000 won range — including Haechi random figures, magnets and ballpoint pens — proved popular.
Online, character merchandise led sales, with Haechi playing cards, white tiger plush keyrings and the Haechi & Soul Friends wood block tower among the top performers.
The city said it is also preparing to expand its lineup of collaboration products with private brands, including a Seoul stamp custom T-shirt developed with Musinsa Standard, a "Joseon Royal Court Tea and Snack Set" with Jung Kwan Jang, and a Seoul snack rice chip with Pungsimdan — all of which have been selling well.
"We will continue to introduce goods that carry Seoul's culture and stories," said Kim Hyeong-rae, the Seoul Metropolitan Government's public relations planning officer.
ken@heraldcorp.com
