Slogan

Korea Captivated the World. My Heart Followed.

project intent

Growing up in a Soviet Korean family I learned to distance myself from my Korean heritage because I wanted to belong. As an adult, all of a sudden I see a rise in fascination with Korea, triggered by K-dramas and K-pop music. People who have no connection to Korea are learning the language, wearing clothing inspired by traditional Korean designs, and embracing Korean food, music, and fashion.

Global fascination with Korea sparked my own desire to reclaim something I had been trying to pretend had nothing to do with me. I began to look at my heritage differently and to wonder about the part of myself I had never truly known.

This slogan reflects my unexpected journey: the same world that once made me hide my heritage ultimately inspired me to discover it, understand it, fall in love with it, and feel proud of it.