Shinsegae International's 'Jaju' Debuts First Hanok Concept Store

Starfield Market Jukjeon Branch Opening
Collaboration with Renowned Architecture Firm 'Seo Architects'

Shinsegae International announced on the 30th that its lifestyle brand JAJU has opened a concept store themed around Hanok at Starfield Market Jukjeon branch.

The beauty of Hanok was applied to the interior to clearly express the brand identity, with a focus on discovering Korean elements and incorporating them into the store and products.

For this store, JAJU collaborated with the renowned architectural firm ‘Seo Architects’ to express the uniqueness and traditional beauty of Hanok in a modern way.

The front facade at the store entrance features a door-window system called deureo-yeolgae-mun (a type of window that opens by lifting), and the Hanok’s kan (間) structure was utilized to create an interconnected interior for each space. Upon entering the store, customers can enjoy discovering Korean beauty while feeling the comfort and warmth provided by natural wood.

Additionally, colors and patterns inspired by native Korean natural elements such as rice grains, pears, chestnuts, soybean pods, and charcoal were used to launch new products in fashion, bedding, and accessories that harmonize well with the Hanok interior, accompanied by new packaging.

The product lineup was also differentiated from existing stores. As customers who prefer good quality fashion at reasonable prices have increased, JAJU’s women’s clothing sales in the first half of this year rose by 17.8% compared to the same period last year. Accordingly, the fashion portion of the total products was increased to 60%, offering a variety of upgraded loungewear, workwear, athleisure, and sleepwear in terms of design and materials.

Moreover, the new tableware series ‘Seolgi,’ featuring neat curves and subtle beige tones that complement both Korean and Western cuisine, and ‘Jubyeong,’ which can be used not only for various beverages but also as objects like flower vases, were newly introduced.

In line with this, JAJU is launching a gift campaign called ‘JAJU JUJA’ with the theme ‘The more you use, the more you give’ ahead of Chuseok. Fourteen gift sets were curated by selecting dining, wellness, and cleaning products frequently used at home, and various packaging services are provided with product purchases. Additionally, to commemorate the store opening, customers will receive gifts such as shopping baskets and refrigerator table cleaners made from fermented grain alcohol on a first-come, first-served basis depending on the purchase amount.

A JAJU representative from Shinsegae International said, “JAJU Jukjeon branch is a store where customers can experience the true essence of a Korean-style lifestyle brand,” adding, “You can find products that fill your day meaningfully the longer you use them in Korean homes and feel special value within them.”