[News Terms] 'Bangasayusang' on My Desk... 'Hip Tradition'

Traditional Culture Reinterpreted 'Hip' Style Gains Popularity
Celadon Pattern Phone Cases, 'Jagae' Nail Art, etc.
Retailers Target 20s and 30s with 'Museum Goods'

Hip Tradition is a newly coined term combining the adjective "hip," meaning "up-to-date or socially savvy," and "tradition." It signifies enjoying and reinterpreting our traditional culture. It has quickly gained popularity as a new trend, spreading rapidly through social networking services (SNS).

A case in point is the traditional craft goods introduced by the National Museum Cultural Foundation. They produced items based on designs favored by people in their 20s and 30s, such as Goryeo celadon wireless earphone cases, Najeonchilgi smart talks (portable phone stands attached to the back of smartphones), and patchwork, embroidery, and saekdong (multicolored stripes).

In particular, the Goryeo celadon wireless earphone case gained popularity overseas, including in North America and Southeast Asia, after BTS was seen using it on SNS. Furthermore, BTS member RM posted a photo on SNS showing a miniature "Bangasayusang" statue in his studio, which further spread the Hip Tradition phenomenon. Last year, Blackpink member Jisoo decorated her nails with "nail art" featuring the Korean lacquer craft technique called "nagae" in a music video, sparking a trend for "nagae" patterned nail art, especially among women.

Miniature of the Banpasayusang statue featured at the 'Treasure to Me, MU:DS (Museum Goods)' pop-up store. Photo by Lotte Department Store

As a result, the retail industry is responding swiftly. From May 23 to June 4, the "Treasure That Came to Me, MU:DS (Museum Goods)" event will be held at the "Cosmo Energy Plaza" on the basement first floor of Lotte Department Store’s main branch in Sogong-dong, Seoul. This event, jointly planned by Lotte Department Store and the National Museum Cultural Foundation, reflects the popularity of Hip Tradition by reinterpreting traditional culture with a hip sensibility. The space will exhibit about 200 types of souvenirs from the National Museum of Korea, including small-sized Bangasayusang statues painted in red, blue, and purple, phone cases with Goryeo celadon patterns, and traditional Korean relics modeled after moon jars. Visitors can also see the famous miniature Bangasayusang statue owned by BTS’s RM.

The National Museum of Korea will hold a special exhibition titled "Eternal Journey, Special Companionship: Pictorial Pottery and Figurine-Decorated Pottery" from the 26th of this month to October 9. This special exhibition features over 300 artifacts, including figurine decorations and pottery from ancient Silla and Gaya. It will also showcase a limited edition of 26 items across 10 product types, such as duck-shaped pottery miniatures, glass cups, and muddlers (tools used in cocktail making).