This pop-up was organized by THE NATURE HOLDINGS CO., LTD(298540), the operator of National Geographic, to promote Korea’s national heritage ahead of the 48th UNESCO World Heritage Committee meeting, which begins on the 20th in Busan. Previously, THE NATURE HOLDINGS CO., LTD signed a memorandum of understanding with the Cultural Heritage Administration last year to raise awareness of and popularize national heritage.
The entrance to the pop-up was decorated with a structure resembling a traditional tiled roof and a sign reading “National Geographic” in Hangul to welcome visitors. Display cases reminiscent of black mother-of-pearl lacquerware caught the eye. The walls were adorned with multicolored floral patterns in mother-of-pearl, and decorations reflecting the aesthetic beauty of traditional Korean culture—such as the Hunminjeongeum, folk paintings, and Dancheong—were incorporated throughout the space.
National Geographic unveiled a total of about 60 products, including apparel that reinterpreted the brand’s symbols in a Korean style. T-shirts featuring a graphic of Gyeongbokgung Palace, windbreakers with mother-of-pearl patterns, and running vests and sneakers adorned with the Hunminjeongeum and auspicious motifs created a unique atmosphere. In addition to apparel, elements of Korea’s national heritage were incorporated into everyday items such as fans, keychains, business card holders, leather trays, and blankets. Some products even featured the National Geographic brand name written in Hangul instead of the English logo.
National Geographic also set up a space at the pop-up to showcase the work of Master Baek Song Lee Young-ok, a master of mother-of-pearl inlay, and to explain the history and techniques of naejan chilgi (mother-of-pearl lacquerware). This was done to explain the significance of Korea’s traditional crafts embodied in the collaborative products.
THE NATURE HOLDINGS CO., LTD believes this collaboration, which emphasizes Korean-themed content, will also help boost brand awareness. National Geographic is a core brand accounting for 90% of THE NATURE HOLDINGS CO., LTD’s revenue; following its expansion into Greater China and Southeast Asia, the company plans to enter the North American market around next year. A representative from THE NATURE HOLDINGS CO., LTD stated, “Although the K-Heritage collection was released exclusively in Korea, we expect it to become an asset that differentiates our brand identity in overseas markets based on consumer response and the success of this collaboration.”
Park Young-jun, CEO of THE NATURE HOLDINGS CO., LTD, said, “The K-Heritage Collection is a project designed to reinterpret the beauty and value of national heritage through National Geographic’s unique perspective, allowing people to experience it in a familiar way in their daily lives,” adding, “We will review consumer reactions both domestically and internationally to determine whether to extend the sales period and expand the product lineup.”
The K-Heritage pop-up store is scheduled to open sequentially, starting at The Hyundai Seoul, followed by Shinsegae Co.,Ltd Centum City in Busan and Lotte World Mall in Jamsil, Seoul. The collaborative apparel and footwear will be available not only at the pop-up stores but also at National Geographic Apparel stores.
