Seoul-themed goods turn city pride into revenues for small businesses

Seoul's distinctive landmarks, colors, and cultural identity are being leveraged by small businesses through city-backed merchandise, resulting in significant revenue generation. According to the Seoul Design Foundation, 90 selected small businesses and SMEs generated over 114 million won in sales during the first half of 2026. The initiative, called the Seoul Brand Goods Commercialization Contest, encourages businesses to incorporate Seoul's branding and landmarks, such as "Seoul, My Soul" and Dongdaemun Design Plaza, into their products.

This allows for increased visibility and customer reach through retail stores and pop-up shops. Notably, 27 participating businesses, including magnet maker Magumagu and bag brand Ashe, achieved 13.76 million won in sales from a three-week pop-up at DDP Design Store. The program's popularity has surged, with 155 businesses submitting 237 product proposals for the second contest, held from August 24 to September 20.