"They Say It Looks Like the Kedeheon Tiger"... Traditional Myuz Shop Goods Sell Out at Lightning Speed [NE Coffee Chat]

Presenting Traditional Values in a Light and Engaging Modern Way
Customizing the Meanings Behind Traditional Patterns into Unique Products
Traditional Goods Attracting Foreign Tourists and Gaining Widespread Popularity

The Netflix animation "K-Pop Demon Hunters" (Kedeheon) craze is significantly boosting interest in traditional Korean culture both domestically and internationally. In particular, the official goods store of the National Museum of Korea, "Myuz Shop," has become a popular destination as items that reinterpret exhibition artifacts and traditional values in a modern way are frequently selling out immediately upon release. Museum merchandise, once limited to simple souvenirs, is now emerging as a must-have shopping list item for Millennials & Gen Z and foreign tourists alike. Riding this wave of interest, there is a company experiencing a "reverse growth" trend. That company is E.damso, a preliminary social enterprise designated by the Ministry of Culture, Sports and Tourism.

On August 28, Yoo Seungmin, CEO of E.damso, stated, "Many people still feel that tradition is distant or difficult to incorporate into their lives," adding, "But if you look closely at museum exhibits, you realize these are objects used in the daily lives of our ancestors." He continued, "If people can experience items that reinterpret this everydayness in a modern way, they can approach tradition much more lightly and with greater interest. That's why I started this business in 2021." Yoo's goal was clear even before the Kedeheon phenomenon: to become a bridge connecting tradition and modernity.

Yoo Seungmin, CEO of Idamso. Idamso

E.damso is an abbreviation for "items containing stories." True to its name, the brand aims to connect the past and present by infusing stories from tradition into modern daily necessities. Yoo especially emphasizes the meaning behind traditional patterns, explaining, "Even a small pattern carries its own meaning." He said, "The fish pattern symbolizes abundance and leisure, while the turtle pattern represents a wish for longevity. Once you understand these contexts, traditional items become more than just accessories-they can be custom items imbued with personal significance." This is the reason Yoo has focused on traditional values.

Recently, Yoo has been putting special effort into the "keychain keyring." Inspired by the traditional key charms used in the Joseon Dynasty, which symbolized wishes for prosperity and well-being in the household and were used as wedding gifts or decorations, Yoo has reinterpreted them as modern keyrings. Each traditional pattern, carrying its own meaning, is produced in the form of a charm, allowing consumers to select and combine charms on their keychain keyring as they wish. These have been reborn as decorative items that can be attached to bags or personal belongings to express individuality and taste.

From the top left clockwise: Hogan AirPods case, keychain keyring, Buncheong pottery peony landscape image. Idamso

The "Hogan AirPods case," inspired by the traditional hat worn by boys called "Hogan," has been supplied to the National Museum of Korea's Myuz Shop since its launch in 2022. With the success of Kedeheon, it has unexpectedly sold out again, enjoying a "reverse growth" in popularity. This product is said to resemble "Duffy," the tiger character from Kedeheon, further attracting foreign tourists. In addition, E.damso is expanding its product lineup with items such as the "Peony Wind Chime," featuring Buncheong pottery peony patterns, and the "Scholar Looking at Water Keyring," inspired by ink paintings from the Joseon Dynasty, continuing its popularity.

Yoo is also dedicated to deepening his understanding of tradition through learning. Earlier this year, he completed a three-month course at the Seoul Intangible Heritage Education Exhibition Center, where he learned traditional sewing and accessory making. He reflected, "Watching the care put into each stitch, I wondered what our ancestors were thinking as they created these items. It was a time to realize their sincerity, and I want to convey that sincerity to people today."