[Asia Economy Reporter Kim Jonghwa] Recently, a 'Meaning-out' trend, where the MZ generation expresses their values on social issues and ethics through consumption, is gaining momentum. According to market research firm Embrain Trend Monitor, 80.3% of respondents last year said that ethical consumption is absolutely necessary.
Among them, 54.1% reported having actually purchased eco-friendly products to practice ethical consumption, showing a high level of interest in environmental issues. To support consumers who want to practice environmentally conscious ethical consumption, lifestyle brand Pyeonso Saenghwal introduces eco-friendly materials.
Bamboo
Bamboo is a perennial grass known for its rapid growth rate, growing up to 25 meters in 90 days, and is recognized as a representative eco-friendly material that can replace wood. It is biodegradable by microorganisms such as bacteria and fungi, so it does not cause environmental pollution when discarded.
The bamboo covers used in Pyeonso Saenghwal’s Cream Mattress, Cream Topper, and Cream Pillow are woven from organic bamboo fibers. Bamboo fiber has excellent antibacterial and deodorizing properties, allowing hygienic management, and its soft texture makes it safe for use by allergy sufferers with sensitive skin.
Linen
Linen is a plant-based natural fabric made from the fibers of flax, an annual plant. Unlike cotton, which requires a large amount of water and is cited as a cause of desertification in the Aral Sea, flax requires relatively little water and pesticides for cultivation, making it an eco-friendly material.
Pyeonso Saenghwal’s Solsol Love is homewear made from linen, which is often used in summer clothing due to its breathability and moisture absorption. It is blended with cotton to compensate for linen’s stiff texture and tendency to wrinkle, adding a soft touch.
Phase Change Material
Phase change materials refer to substances that utilize the phenomenon of changing states, such as from solid to liquid or liquid to solid. They absorb or release heat during state changes, and when applied to real life such as in construction or clothing production, they can achieve up to 30% energy savings.
Pyeonso Saenghwal’s Ice Cream Pillow Cooling Cover is a product that applies phase change materials. It absorbs heat when body temperature is high and releases heat when low, maintaining a comfortable temperature even during hot summers. This reduces the use of cooling devices like air conditioners and fans, saving energy and electricity bills.
A representative of Pyeonso Saenghwal stated, "Pyeonso Saenghwal is a brand that strives to fulfill corporate responsibility in product production and consumption," adding, "We will continue to incorporate eco-friendly elements in product manufacturing and seriously consider environmental issues going forward."
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