Culture Ministry Calls for Traditional Culture Companies to Collaborate with LG Household & Health Care, Terarosa, and Krafton

Co-Development of Traditional Culture Products
by Traditional Culture Companies and Leading Brands

The Ministry of Culture, Sports and Tourism, together with the Korea Craft and Design Foundation (KCDF), is calling for applications from traditional culture companies and creators to participate in the 'Brand-Linked Traditional Culture Product Development Project' until May 23.

The 'Brand-Linked Traditional Culture Product Development Project,' newly launched this year, supports collaborations between traditional culture companies and leading domestic brands to develop traditional culture products. The project aims to support startups and the growth of small and medium-sized enterprises based on traditional culture, and to expand the modern application of traditional culture products.

For this year's inaugural project, the global beauty brand LG Household & Health Care, the renowned domestic coffee brand Terarosa, and the game brand Krafton will participate.

LG Household & Health Care is seeking creators to design packaging and containers for its cosmetics brand 'The History of Whoo,' reflecting the brand's philosophy and global luxury cosmetics image. The company plans to showcase the beauty of Korean tradition through products that incorporate the artistry of crafts such as mother-of-pearl inlay and lacquerware.

Terarosa, beloved for its unique and emotional interior design and spatial composition, will develop souvenirs that capture the distinct characteristics and stories of its Gangneung flagship store and Gyeongju branch, respectively. The company is looking for creators and companies capable of designing and producing these souvenirs.

Krafton will attempt to merge traditional culture with its globally popular intellectual property (IP), 'PUBG: Battlegrounds.' The company is seeking creators and companies to produce souvenirs and sculptures that combine 'Battlegrounds' with traditional culture. The sculptures will be exhibited in the brand experience space 'PUBG Seongsu' located in Seongsu-dong, Seoul.

The Ministry will support the development of five types of traditional culture products that harmonize with each brand's identity, providing up to 60 million KRW per product to cover costs from planning and design to prototype development. After product development, further support will be provided for promotion, distribution, and participation in major domestic fairs.

An official from the Ministry's policy department stated, "The purpose of this project is to develop products that add a modern sensibility to traditional culture while preserving its original form and value," and added, "We plan to continuously support collaborations with various brands so that Korean traditional culture can be more naturally integrated into everyday life."