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A Contemporary Korean Gift House
Brand Reframing · VMD & Spatial Narrative
request PRESS FILE
Opened in February 2026 near Gyeongbokgung Palace and MMCA, Chom Chom reinterprets traditional Korean symbols of fortune as a contemporary gift house.
Prior to TIN’s involvement, the brand had already established an initial identity and packaging system based on traditional auspicious motifs and knot patterns. The packaging was later selected as an official gift for the 2025 APEC summit, affirming its symbolic value.
Rather than replacing the existing assets, TIN approached the project by adding a new interpretive layer.
Traditional motifs have been widely used across heritage brands. Instead of repeating established conventions, we positioned the visual language between contemporary art and popular illustration, light in tone, yet intentional.
Traditional motifs have been widely used across heritage brands. Instead of repeating established conventions, we positioned the visual language between contemporary art and popular illustration, light in tone, yet intentional.
Korean elements were not treated as purely local codes. They were translated into a globally resonant visual framework, distinctive yet approachable.
Meaning is not over-explained. It is discovered through experience.
Research into cultural symbolism, generational consumption patterns, and international visitor perception informed the strategic expansion of the brand narrative.
The launch campaign, “Take Your Fortune,”
embraced this non-imposing attitude. A complimentary piece of fortune offered outside the store, suggesting that luck may require only a small sweet action.
For the VMD, the existing heavy and classical interior atmosphere was softened through spatial interventions.
Watercolor-inspired artwork from the packaging was translated into physical objects. Moving elements, contrasts of weight and lightness,
and densely interwoven structures create a layered rhythm throughout the space.
Object-based furniture and a reinterpreted contemporary folding screen function as narrative devices rather than static displays.
Chom Chom stands as a layered project, where existing symbolic foundations are expanded into a globally legible spatial language.
HAY TIN / Creative Base
A503-Sounds Hannam, 35 Daesagwan-ro,
Yongsan-gu, Seoul, 04401
Tel: +82-70-7778-5757
Email: hello@hay-tin.com
©HAYTIN. ALL RIGHTS RESERVED.
en
kr
/
hay TIN
works
about
A Contemporary Korean Gift House
Brand Reframing · VMD & Spatial Narrative
request PRESS FILE
Opened in February 2026 near Gyeongbokgung Palace and MMCA, Chom Chom reinterprets traditional Korean symbols of fortune as a contemporary gift house.
Prior to TIN’s involvement, the brand had already established an initial identity and packaging system based on traditional auspicious motifs and knot patterns. The packaging was later selected as an official gift for the 2025 APEC summit, affirming its symbolic value.
Rather than replacing the existing assets,
TIN approached the project by adding a new interpretive layer.
Traditional motifs have been widely used across heritage brands. Instead of repeating established conventions, we positioned the visual language between contemporary art and popular illustration, light in tone, yet intentional.
Traditional motifs have been widely used across heritage brands. Instead of repeating established conventions, we positioned the visual language between contemporary art and popular illustration, light in tone, yet intentional.
Korean elements were not treated as purely local codes. They were translated into a globally resonant visual framework, distinctive yet approachable.
Meaning is not over-explained. It is discovered through experience.
Research into cultural symbolism, generational consumption patterns, and international visitor perception informed the strategic expansion of the brand narrative.
The launch campaign, “Take Your Fortune,”
embraced this non-imposing attitude. A complimentary piece of fortune offered outside the store, suggesting that luck may require only a small sweet action.
For the VMD, the existing heavy and classical interior atmosphere was softened through spatial interventions.
Watercolor-inspired artwork from the packaging was translated into physical objects. Moving elements, contrasts of weight and lightness,
and densely interwoven structures create a layered rhythm throughout the space.
Object-based furniture and a reinterpreted contemporary folding screen function as narrative devices rather than static displays.
Chom Chom stands as a layered project, where existing symbolic foundations are expanded into a globally legible spatial language.
HAY TIN / Creative Base
A503-Sounds Hannam, 35 Daesagwan-ro,
Yongsan-gu, Seoul, 04401
Tel: +82-70-7778-5757
Email: hello@hay-tin.com
©HAYTIN. ALL RIGHTS RESERVED.
en
kr
/
hay TIN
works
about
A Contemporary Korean Gift House
Brand Reframing · VMD & Spatial Narrative
request PRESS FILE
Opened in February 2026 near Gyeongbokgung Palace and MMCA, Chom Chom reinterprets traditional Korean symbols of fortune as a contemporary gift house.
Prior to TIN’s involvement, the brand had already established an initial identity and packaging system based on traditional auspicious motifs and knot patterns. The packaging was later selected as an official gift for the 2025 APEC summit, affirming its symbolic value.
Rather than replacing the existing assets,
TIN approached the project by adding a new interpretive layer.
Traditional motifs have been widely used across heritage brands. Instead of repeating established conventions, we positioned the visual language between contemporary art and popular illustration, light in tone, yet intentional.
Traditional motifs have been widely used across heritage brands. Instead of repeating established conventions, we positioned the visual language between contemporary art and popular illustration, light in tone, yet intentional.
Korean elements were not treated as purely local codes. They were translated into a globally resonant visual framework, distinctive yet approachable.
Meaning is not over-explained. It is discovered through experience.
Research into cultural symbolism, generational consumption patterns, and international visitor perception informed the strategic expansion of the brand narrative.
The launch campaign, “Take Your Fortune,”
embraced this non-imposing attitude. A complimentary piece of fortune offered outside the store, suggesting that luck may require only a small sweet action.
For the VMD, the existing heavy and classical interior atmosphere was softened through spatial interventions.
Watercolor-inspired artwork from the packaging was translated into physical objects. Moving elements, contrasts of weight and lightness,
and densely interwoven structures create a layered rhythm throughout the space.
Object-based furniture and a reinterpreted contemporary folding screen function as narrative devices rather than static displays.
Chom Chom stands as a layered project, where existing symbolic foundations are expanded into a globally legible spatial language.