Hand to Home Seoul

A store curating Korean craft works and objects. It introduces lifestyle crafts, souvenirs, and collectible art pieces, as well as works by contemporary artists and domestic heritage brands that have carried on the craftsmanship of artisans. Currently, it operates a store in the 63 Building in Yeouido, where the Centre Pompidou Hanwha is located. It also carries out various projects, including craft pop-ups tailored to seasons, spaces, and themes, the development of limited edition products, artist collaborations, and art goods linked to exhibitions.

It should be an item that doesn't require too much care or effort to maintain .

I hope it receives joyful touches every day rather than being kept in storage.

Q. Why did Hand to Home Seoul focus on 'Gilsang'?

While preparing for Hand to Home Seoul, I placed great importance on crafts as gifts. Reflecting on the mindset behind giving a gift, I realized it is generally rooted in the wish for the recipient's happiness and well-being. Consequently, while researching Korean culture regarding the hope and prayer for good fortune, I came across the concept of Gilsang. Gilsang encompasses two meanings: 'Gilsang (吉祥),' signifying a sign of good fortune, and 'Gilsang (吉象),' referring to an auspicious form. I felt that the concept of imbuing auspicious wishes into a good form harmonized well with the nature of crafts, which transforms heart and sincerity into form. That is why I decided to place Gilsang at the center of Hand to Home Seoul.

Q. Just like the name 'Hand to Home Seoul,' you connect crafts born from the hands of artists to someone's home. What do you consider most important when choosing crafts for everyday use?

It is about meaning and ease of maintenance. Due to the nature of the production process, handicrafts are inevitably more expensive than mass-produced goods. I believe that for consumers to justify that price, the cultural significance embodied in the work must be conveyed alongside the artist's creative intent. For example, in the case of a moon jar, one could explore the story that it has long been regarded as a precious vessel holding abundant blessings, alongside its rustic beauty. It is also important to consider its durability for daily use and whether it is easy to clean. It should be an item that does not require excessive cherishing or a great deal of effort in maintenance. Rather than being kept on display, I hope it receives joyful care every day.

Q. Prior to Hand to Home Seoul, you introduced the work of domestic and international artists through the IP platform 'Pinzle'. How did that experience influence your current curation methods?

What I love most about art is the artist's mindset. I believe artists are people who have no hesitation in showing themselves to the world and telling their own stories. However, ensuring that an artist's story and language resonate with the world was another matter entirely. At Pinzle, we sought out artists who understood and created the intersection of artistry and popularity, and we spent a long time contemplating how to translate their work into the language of consumers. I believe Hand to Home Seoul is an extension of that work, just in a slightly different field.

Q. Are there any points you are cautious about when introducing the long-standing meaning of auspiciousness through contemporary crafts?

I tried not to approach this as if I were presenting the old in a new light. After all, the desire for well-being and abundance is naturally woven into our lives today. I wanted to tell the story of how such sentiments have long been passed down, forming a distinct culture and form.

Q. Among the countless works, what is the decisive criterion that makes you want to introduce them at 'Hand to Home Seoul'?

I first consider whether it would blend naturally into the landscape when placed within the sphere of one's daily life and tastes. Then, I diligently examine the thoughts and feelings contained within the work. I think it is similar to meeting people. When you feel a sense of liking from a first impression, you become curious about the values and aspirations within that person, don't you? It is the same when selecting artwork.

Q. You are introducing artists with diverse materials and working methods, such as Oh Je-sung, Yooni Studio, and Norik. What criteria are used to unify their works into a single Hand-to-Home Seoul curation?

Although every artist's working methods and subject matter differ, they are similar in that they retell forms or cultures that have existed for a long time using contemporary language and their own unique language. If I feel a sense of fondness when I first see a work, I then examine whether it is a piece that can be introduced together in this direction.

Q. What do you think is the most strongly reflected regional characteristic in the brand?

It is uniqueness. I believe the regionality most deeply reflected in Hand to Home Seoul is the point where the unique Korean sentiment of "Gilsang" meets the individual perspectives of artists who interpret that sentiment in their own ways. The very place where the uniqueness within the broader cultural context of Korea overlaps with the individual uniqueness of each artist is the regionality in which our brand wishes to take deepest and most distinct roots.

Q. What kind of brand does Hand to Home Seoul consider a 'good local brand'?

I believe it is a brand that preserves both the uniqueness of the culture in which it is rooted and the individual identities that handle that culture using the grammar of the contemporary era.

Q. What criteria did you use to select the works for this edition of <Edit Debt: Neo Local>? I am also curious about the specific aspects you paid particular attention to, unlike your usual curation.

I have curated a collection of works featuring forms and motifs that resonate intuitively with people who grew up in the same cultural sphere as Korea, such as tigers, lucky pouches, ornaments, rabbits, and turtles. I also considered whether these pieces would naturally appeal to modern tastes and aesthetics. Above all, I took into account the Chuseok season. I selected pieces that, when presented to someone, convey not only the giver’s sense of style but also their sincerity.

Q. Even works originating from the same culture are completed in completely different forms depending on the artist's hands. What differences should we look out for in this pop-up?

I hope you will take a close look at how works born from the same cultural roots differ depending on each artist's individual world and language. Even within the same knot, some artists focus on the beauty of the fabric, while others create completely different results using materials such as metal and lacquer. I also hope you will remember that these diverse works are imbued with a wish for the health and longevity of those who encounter them.

Q. Is there any Korean culture or story you would like to explore anew through crafts in the future?

I would like to explore traditional fairy tales and folk paintings. I believe that stories like *The Tale of Byeoljubu* or *The Brother and Sister Who Became the Sun and Moon*, as well as folk paintings that capture the lives and culture of the common people, share a connection with auspicious symbols wishing for a good life. I think that if we translate symbols from stories we have been familiar with since childhood—such as tigers, goblins, and magpies—into contemporary crafts, interesting results could emerge.

Maker's Pick

Author Oh Je-seong's 'The Joyful Tiger'

In Korea, the tiger has been regarded as a sacred animal that wards off evil spirits. Since around the 19th century, it has appeared in folk paintings in humorous and friendly forms, while retaining its meaning as a guardian. Artist Oh Je-seong's 'Joyful Tiger' also evokes such a tiger. Each piece features a different glaze color combination, giving them distinct expressions. Capturing both a familiar sense of reassurance and a gentle smile, this limited-edition product is recommended for those encountering Hand to Home Seoul for the first time.

COMING SOON!

Hand to Home Seoul this coming September Meet us in person at the pop-up!

September 17-30, 2026, The Hyundai Seoul B1 Event Hall

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𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝗲𝗲 Hand to Home Seoul

Saeeum Kim

Edeit Seulgi Lee