Busan Gwangalli Millak The Market Popup Store Opening
Collaborative Products with Brand Design Group Balansa
Songwol Towel, a local Busan company with 74 years of history, is unveiling character products created in collaboration with Balansa.
To promote the collaborative character product ‘TOWELKUN,’ Songwol Towel announced on the 28th that it will hold a pop-up store called ‘THE TOWELKUN SHOP?On The Wave’ at Millak The Market in Gwangalli, Busan, on April 1st.
Various Songwol Towel products featuring the TOWELKUN character were previously introduced at the first pop-up store held in Seongsu-dong, Seoul, in February and at the ‘2023 Seoul Living Design Fair,’ attracting much attention. This pop-up store will be themed around TOWELKUN meeting the Gwangalli sea in Busan, TOWELKUN’s hometown.
Through the TOWELKUN brand, Songwol Towel has launched a variety of products using the highest technology and quality towel fabrics, in addition to its flagship towel products.
At the pop-up store, visitors can find playful products including hats such as ball caps and bucket hats, clothing like polo shirts and hoodies, as well as accessories like aprons and socks.
Among these, items such as gowns, jogger pants, and bags were so popular at the previous two pop-up events that they caused sell-out situations.
Additionally, over 50 products including kitchenware like glass cups, plates, trays, as well as playing cards, pens, stickers, and figures are prepared.
Founded in Busan in 1949, Songwol Towel is a towel manufacturer representing not only Busan but also Korea. It is so dominant in the towel industry that the phrase “One of the towels at home is a Songwol Towel” has emerged.
Songwol Towel decided to develop a new brand after analyzing the rapidly changing trends and the market demanding new challenges.
Park Chang-hwan, director of Songwol Towel and planner of the TOWELKUN project, said, “Just as the MZ generation is currently a craze, new generations always emerge. Until now, Songwol Towel has been a company mainly manufacturing towels, which are relatively insensitive to changes in the times, but now we want to be reborn.”
This means they aim to transform into a global lifestyle company centered on towels, which are essential daily items.
Director Park explained, “TOWELKUN is the beginning of a new story to be written.”
Songwol Towel’s new challenge, which started with the first pop-up store in Seongsu-dong in February and the ‘2023 Seoul Living Design Fair,’ will now unfold in Busan, the hometown of Songwol Towel and TOWELKUN.
The ‘THE TOWELKUN SHOP?On The Wave’ pop-up store will be held with various events from April 1st to June 30th at Millak The Market in Gwangalli.
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