Seoul-branded goods top W114m in sales as city partners with small businesses

Seoul-branded merchandise developed in partnership with small businesses has surpassed 100 million won in first-half sales, with the program opening new product development and retail channels for small and medium-sized enterprises.

The Seoul Design Foundation announced Monday that it is diversifying its lineup of Seoul-branded goods by combining open public contests to discover new companies with direct co-development partnerships with established brands.

Ninety small and medium-sized enterprises selected through the first-half "Seoul Brand Goods Commercialization Contest" produced and sold products using Seoul brand intellectual property. Their combined sales from February through June this year reached 114.74 million won ($85,500).

Among the standouts were 27 small businesses — including Magu Magu, which made moving magnets, and Ash, which introduced a Seoul tarpaulin bag — that operated a three-week pop-up store at the DDP Design Store, generating 13.76 million won in sales.

Building on those results, the second edition of the contest, held from Aug. 24 to Sept. 20, drew 237 product submissions from 155 companies. Selected firms will receive a one-year, royalty-free license to use the "Seoul My Soul" intellectual property in collaboration with the Seoul Metropolitan Government, allowing them to independently produce and sell their chosen products.

The top 30 companies will receive additional retail and sales opportunities, including short-term placement at the DDP Design Store, bonus points in the 2027 regular store-entry review, collaboration on Seoul goods production, and support for entry into the Seoul My Soul Shop.

Separately from the contest, the foundation is also pursuing collaborations with existing brands. Five small businesses were selected from among brands already carried at the DDP Design Store, based on their sales performance, consumer response and potential for expansion into Seoul-branded goods. The approach integrates Seoul's culture and image into each brand's existing production capabilities and design identity.

The collaborative products are on display at "Seoul Josak Sanjeom," a Seoul-themed goods pop-up running Oct. 14–25 at Zzon in Seongsu-dong, Seoul.

Cha Gang-hee, chief executive of the Seoul Design Foundation, said the foundation is "diversifying the way Seoul goods are developed by combining open contests to discover new companies with direct collaboration with competitive small businesses." She added that the foundation would "strengthen the virtuous cycle so that residents and tourists can encounter an ever more diverse and polished range of Seoul goods."