Seoul-themed goods turn city pride into revenues for small businesses
Seoul’s landmarks, colors and cultural identity are becoming selling points for small businesses, with city-backed merchandise generating more than 114 million won ($84,000) in sales in the first half of 2026. Seoul Design Foundation said Monday that 90 small businesses and small and medium-sized enterprises selected through its first Seoul Brand Goods Commercialization Contest recorded combined…
Seoul’s iconic landmarks, vibrant colors, and rich cultural heritage are increasingly driving sales for local small businesses, according to the Seoul Design Foundation. In the first half of 2026 alone, the city-backed initiative generated over 114 million won ($84,000) in revenue from 90 participating businesses. The initiative, which selected businesses through its inaugural Seoul Brand Goods Commercialization Contest, encourages entrepreneurs to integrate Seoul’s branding, such as the "Seoul, My Soul" identity and Dongdaemun Design Plaza, into their products.
This has allowed participating companies to tap into city pride and reach customers through retail stores and pop-up shops. The program's popularity has surged, with 155 businesses submitting 237 product proposals for the second contest held from August 24 to September 20.
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