Hyoungji Global Appoints Calligrapher Byungin Kang as Chairman of Global Vision Promotion Committee

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Hyoungji Global announced on April 25 that it has launched the Global Vision Promotion Committee and appointed calligrapher Byungin Kang as its chairman. Last month, the company changed its name from Castelbajac and has since been actively pursuing overseas business expansion.

Through collaboration with Byungin Kang, Hyoungji Global plans to further broaden its global reach by infusing the unique identity of Castelbajac?a brand born from French designer heritage?with a distinctly Korean sensibility. Domestically, the company aims to refresh its brand image, while externally, it plans to introduce products that meet the growing interest of overseas consumers in K-fashion.

Byungin Kang is an artist who has pioneered the field of Korean calligraphy, known as 'Meotgeulssi,' by applying the principles of Hangul consonant and vowel composition to traditional calligraphy design, thereby widely promoting the beauty of Hangul. He has been active in a variety of fields, including brand logos, drama and film titles, and book covers. His representative works include product designs for 'Chamisul,' 'Hwayo,' and 'Achimhaetsal,' as well as drama titles for 'Misaeng' and 'The Great King Sejong.'

Hyoungji Global has announced plans to expand its overseas business and launched the 'Global Vision Promotion Committee.' The photo shows Junho Choi, Vice Chairman of Hyoungji Global (right), and Byungin Kang, Chairman of the Global Vision Promotion Committee (left). Photo by XXX

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Hyoungji Global plans to collaborate with Byungin Kang, who is renowned both domestically and internationally, to introduce unique products by incorporating Hangul into apparel and accessories. The company aims to visually capture not only the aesthetic form of Hangul but also its meaning, effectively conveying the brand image to both domestic and international consumers. Items featuring the artist's Hangul calligraphy will be launched, and eco-friendly fabrics will be used to further enhance the value and significance of the products.

In line with this, a variety of online and offline events will be held to promote Hangul fashion. These include the 'Wear Hangul' challenge using social networking services (SNS), a product label Hangul message verification event, and Hangul calligraphy classes to engage with consumers. The company also plans to operate pop-up stores and experiential exhibitions in the future.

A representative from Hyoungji Global stated, "We initiated this collaboration to imprint Korean fashion on the world stage by integrating the unique beauty of Hangul into Castelbajac, a brand that exemplifies the fusion of art and fashion," adding, "We will continue to make creative efforts to promote Castelbajac in the global market as part of our strategy to enhance brand value."

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