E-Land SPAO Receives 'Hanbok Love Appreciation Award' from Ministry of Culture, Sports and Tourism

On the 13th, at the 2021 Hanbok Culture Week event held at COEX in Gangnam-gu, Seoul, Hwang Hee, Minister of Culture, Sports and Tourism (left), and Seong Nak-won, BU Head of E-Land SPAO, are taking a commemorative photo.

[Asia Economy Reporter Seungjin Lee] SPA brand SPAO, operated by E-Land, announced on the 14th that it received the ‘Hanbok Love Appreciation Plaque’ from the Ministry of Culture, Sports and Tourism.

The appreciation plaque ceremony was held on the 13th at COEX in Gangnam-gu, Seoul, attended by Minister Hwang Hee of the Ministry of Culture, Sports and Tourism, SPAO BU Head Seong Nak-won, and other awardees.

SPAO received the plaque in recognition of its collaboration with the modern hanbok brand ‘LISLE’ to launch a daily hanbok collection that modernly reinterprets traditional hanbok and widely promotes it.

The daily hanbok collection introduced by SPAO expressed the unique charm of hanbok with a casual sensibility, attracting great interest from customers. It increased attention to daily hanbok by showing that hanbok can be stylishly worn in everyday life through items such as a robe in the style of a durumagi featuring traditional Korean patterns like plum blossoms and bamboo, pajamas inspired by the jeogori, and norigae keyrings.

Seong Nak-won, BU Head of E-Land SPAO, said, “It is an honor that launching the daily hanbok collection as the first SPA brand allowed many customers to access hanbok without burden, leading to this appreciation plaque award,” and added, “We will continue to become a brand that exerts positive influence on society through various challenges.”

Meanwhile, SPAO plans to release the FW daily hanbok collection in collaboration with ‘LISLE’ on the 21st to commemorate Hanbok Day. Following the first collaboration, they plan to launch five types of long-sleeve pajamas embodying the charm of hanbok.

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