Hyundai Home Shopping to Showcase 'Traditional Crafts' via Live Commerce

Sale of Intangible Cultural Heritage Traditional Crafts on 'Shopping Live' at Hyundai H Mall on February 1

[Asia Economy Reporter Yuri Kim] Hyundai Home Shopping will showcase traditional crafts made by intangible cultural heritage artisans through a live commerce broadcast.

On the 31st, Hyundai Home Shopping announced that it will hold a live commerce broadcast selling traditional crafts by national intangible cultural heritage holders in collaboration with the Korea Cultural Heritage Foundation at 7 p.m. on the 1st of next month. The broadcast will be conducted through the 'Shopping Live' section within the Hyundai H Mall mobile app.

The broadcast will feature nine premium traditional craft items from the brands 'Geumbakyeon' and 'Nosi,' operated respectively by Kim Ki-ho, holder of National Intangible Cultural Heritage No. 119 Gold Leaf Artisan (Geumbakjang), and Lee Kyung-dong, holder of Gyeongsangnam-do Intangible Cultural Heritage No. 14 Jing Artisan (Jingjang). The Geumbakjang is an artisan who stamps letters or patterns using thin gold leaf on fabric, and the Jingjang is an artisan who makes jing (traditional Korean gongs) using traditional bangjja brassware.

Key products include Geumbakyeon's 'Gold Leaf Lucky Pouch (116,400 KRW)', 'Gold Leaf Necktie (223,100 KRW)', 'Gold Leaf Pen Case (145,500 KRW)', and Nosi's 'Brass Couple Spoon and Chopstick Set (116,400 KRW)', 'Brass Tableware Set for Two (911,800 KRW)'. All products purchased through the broadcast will be delivered wrapped in premium bojagi (traditional Korean wrapping cloth).

Kim Ki-ho artisan will appear on the broadcast to explain the craft-making process. An event will also be held during the broadcast where seven customers who purchase products will be selected by lottery to receive a 'Joseon Royal Emblem Making Kit.'

A Hyundai Home Shopping official said, "Recently, products that combine traditional culture with modern design have become popular on social media, attracting interest in traditional crafts among the MZ generation, the main audience of live commerce, which led us to plan this broadcast. We hope this broadcast will help customers prepare meaningful holiday gifts."

Hyundai Home Shopping plans to open a Korean traditional craft specialty section called 'K-Heritage' within Hyundai H Mall in mid-next month, introducing more than ten traditional-related brands including Geumbakyeon, Nosi, 'The Goeun Lifestyle Hanbok,' 'Bean Collection,' and 'Mimidar.'

This content was produced with the assistance of AI translation services.