"Is That a Daenggi on the Bag?" 250 Million Won Sales Sensation... Hanbok-Inspired K-Fashion [NE Coffee Chat]

Interview with Yerin Kim, CEO of K-fashion Startup Likehan
Transforming Traditional Materials into Everyday Products
Aiming for the Global Market... Targeting North America and Singapore

A bag made by combining black hanbok fabric with leather, featuring a traditional Daenggi attached to its side. This is not just a Daenggi-shaped decoration; it is crafted by faithfully reproducing the traditional process of making a Daenggi. This "Daenggibaek" achieved explosive popularity this year on crowdfunding platforms, generating sales of 250 million won. Likehan, the K-fashion startup behind this bag, creates products using traditional materials that can be experienced in everyday life. The company's goal is the global market.

71to96 Daenggibaek. Likehan

On the 26th, Yerin Kim, CEO of Likehan, said, "Our goal is to become a K-fashion house that transforms tradition into a modern lifestyle." The K-fashion product brand created by Likehan, which was founded in 2022, is called "71to96." The name comes from the birth years of designer Hyunhwa Yoo, Kim's mother (born in 1971), and CEO Kim herself (born in 1996). At Likehan, Kim's mother, a hanbok designer, is in charge of traditional materials, while CEO Kim plans and launches modern products that appeal to younger generations.

CEO Kim witnessed the steady decline of the traditional culture consumer market while working alongside her mother, who specializes in hanbok. These days, even at weddings, many brides and grooms no longer feel the need to wear hanbok. The desire to reinterpret traditional materials to meet the expectations of today's consumers became the driving force behind her decision to start the business. She said, "I resolved to create hanbok that even someone in their twenties like me could wear, and products that I could carry with me."

Yerin Kim, CEO of Likehan (right), and designer Hyunhwa Yoo are posing for a commemorative photo. Likehan

The first product released in 2022 was a combination of hanbok fabric and training wear material. The company emphasized that the clothing preserved the beauty of hanbok while being comfortable to wear. As more consumers responded positively, they continued to experiment with various ideas. CEO Kim explained, "We created garments using the Ojorong, the dragon emblem from the royal robe of the Joseon Dynasty, expressed through embroidery techniques, and incorporated the night sky of Gyeongbokgung Palace to convey a Korean sensibility."

Although there have been many attempts to introduce traditional materials into fashion, there are few cases of companies or brands achieving sustained growth. CEO Kim analyzed that the reason lies in merely "borrowing" elements. She said, "If it is just a simple borrowing, consumers are not interested," adding, "At Likehan, even when developing patterns, we ensure high quality by having hanbok and Western clothing designers with a combined 90 years of experience work together." Their strategy of focusing thoroughly on consumer feedback has also proven effective. CEO Kim said, "We are developing a wide range of products across different categories," and added, "We post the production process on social media to gauge consumer reactions before deciding which products to launch."

Likehan started with clothing. Beginning this year, the company expanded its categories to include accessories such as bags, keyrings, and hats-a decision made with the global market in mind. CEO Kim explained, "Unlike clothing, which is purchased according to season and size, accessories like bags are more accessible to global consumers." Currently, Likehan's products are available on six domestic and three overseas platforms. The company is also showcasing its products at a select shop in New York, USA, and plans to launch in an offline store in Singapore in April next year. CEO Kim said, "People talk about K-pop, K-food, and K-beauty, but there is still no leading K-fashion brand," adding, "I want to establish Likehan as the representative K-fashion brand that embodies the Korean spirit."