[Report] 25th Anniversary of 'Jaju' Relaunched with Korean Elements

Shinsegae Inter Household Goods Brand
Rebranding Commemorative Exhibition at Bukchon Hanok Village Until the 14th
Design Strategy Reflecting Modern Korean Life

On the morning of the 11th, I visited the 'JAJU@Home' exhibition hall in Gahoe-dong, Jongno-gu, Seoul. Since it was early on a weekday morning, the JAJU logo stood out in the quiet heart of Bukchon Hanok Village. This place is a product exhibition site prepared by JAJU, a lifestyle goods brand operated by Shinsegae International, to commemorate its rebranding. Throughout the exhibition house, where traditional hanok and modern houses blend, the newly revamped JAJU products were displayed.

As soon as I entered the entrance, clothing newly released to celebrate the renewal was placed in the hanok space. Most of them were simple forms called 'basic items,' which adopted modern yet traditional hanbok design elements. The types of clothing varied from daily wear to jackets and dresses. A JAJU representative emphasized that they reflected Korean designs in the clothing products while using a large amount of eco-friendly materials.

Following the hanok space, the indoor exhibition hall was organized around a single color in each area. The kitchenware exhibition space, which visitors encounter first, was decorated in light green. Here, too, the table was set with newly released glass cups, wine glasses, bowls, and cutlery through JAJU's rebranding. The bedding showroom that followed was displayed in a blue space with blankets, pillows, and cushions together. The space exhibiting home office supplies was in vermilion, and products for fragrance such as diffusers and scented candles were arranged in a black space. Lastly, cleaning products made with eco-friendly materials were displayed with rice straw in a white space, emphasizing 'eco-friendliness.'

JAJU is undertaking a major rebranding to mark its 25th anniversary since its launch. First introduced in 2000, JAJU adds simple yet Korean elements to product designs through this rebranding. To commemorate this, the JAJU@Home exhibition, running until the 14th, is the first place to reveal the newly changed JAJU. All spaces maximized visual elements and were designed so that consumers could directly see, hear, and experience the development story, concept, and design changes of the products with all their senses. QR codes allowing direct online purchase of the exhibited products were also placed in each space.

Lifestyle brand JAJU, operated by Shinsegae International, is holding the 'JAJU@Home' exhibition to celebrate its rebranding. The fashion exhibition space set up in the hanok area of JAJU@Home. Photo by Lee Myunghwan

JAJU is conducting its rebranding under the theme of 'a brand optimized for the life of Koreans living in modern society.' New concept products will be introduced starting early next year. The new JAJU aims to make 'products a solution for life' in response to rapidly changing lifestyles. This differs from the previous JAJU, which provided products needed in customers' lives.

Specifically, the core elements of the renewal include ▲Korean functionality and ingredients ▲user-centered convenience ▲value beyond cost-effectiveness ▲high quality and detail ▲attractive designs that customers want to own. For example, cooking tools and tableware were newly developed to suit the domestic food culture where meal kits and delivery food are common. Representative products include earthenware pots developed so that after heating a meal kit, it can be placed directly on the table without transferring to another dish for dining. The cleaning and household goods lines were also expanded focusing on 'time performance' (performance relative to time).

JAJU's colors and patterns, which were previously mostly calm neutral tones, are also changing. Using colors and patterns inspired by Korean nature and tradition, JAJU developed differentiated designs unique to the brand. Patterns utilizing soybean pods, charcoal, dried chili peppers, and packaging that highlights textures such as hemp, ceramics, and wood, as well as colors inspired by Korean nature, were used as accents throughout the products.

Shinsegae International's lifestyle brand JAJU is holding an exhibition called 'JAJU@Home' to celebrate its rebranding. The tableware exhibition space set up at JAJU@Home. Photo by Lee Myunghwan

JAJU also prepared enjoyable experiences for customers visiting the JAJU@Home exhibition. First, an initial service on pajamas is offered to customers who apply in advance. In addition, customers who join the JAJU Club membership on-site will receive popular JAJU snacks such as puffed rice snacks, jjondeugi (a traditional Korean snack), yakgwa (honey cookies), and dalgona (Korean sugar candy).

A JAJU representative from Shinsegae International said, "We conducted intense research and consideration on the lifestyle of Koreans with the goal of making customers' lives more convenient and abundant while carrying out the rebranding," adding, "We will become Korea's representative lifestyle brand that captivates hearts with the most Korean elements."