{
  "id": 9274578,
  "title": "Unlikely Seoul souvenir becomes next big trend on Japanese social media",
  "url": "https://urgent.news/2026/09/23/unlikely-seoul-souvenir-becomes-next-big-trend-on-japanese-social",
  "topic": "world",
  "section": "World",
  "published": "2026-09-23T05:17:03.000Z",
  "source": {
    "name": "The Korea Times",
    "slug": "the-korea-times",
    "url": "https://www.koreatimes.co.kr/lifestyle/trends/20260923/unlikely-seoul-souvenir-becomes-next-big-trend-on-japanese-social-media"
  },
  "original_language": "en",
  "account": null,
  "summary": "A cap featuring Seoul's official logo has become a viral sensation on Japanese social media, turning municipal merchandise into a sought-after fashion statement. The Seoul My Soul Belt Cap, released on September 3 through a collaboration between Seoul’s SEOUL MY SOUL city brand and traditional fashion brand ONGO, has garnered significant attention with over 2.7 million views, 32,000 likes, 7,900 reposts, and 9,300 bookmarks on a Japanese user's post. This phenomenon highlights how local designs can transcend their intended market through social media, generating interest in Korea as well. Seoul's first Seoul Goods Top 10 ranking, released on Wednesday, revealed that consumers in their 20s are particularly drawn to these unique products.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "The Korea Times",
        "title": "Public hospital in western Seoul becomes blueprint for global health care",
        "url": "https://urgent.news/2026/09/23/public-hospital-in-western-seoul-becomes-blueprint-for-global-health",
        "published": "2026-09-23T05:32:04.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}