When Experimentation Meets the Market — Lessons from Korean Brands such as PA   “Fashion is not just about making clothes; it is a way of speaking to the world.” For years, Korean designers were framed through the optics of speed—rapid cycles, rapid adoption, rapid bursts of global attention. That story isn’t wrong, but it’s no longer complete. In recent seasons a quiet...

When Clausewitz Came to the Countryside In the early 19th century, the Prussian military theorist Carl von Clausewitz wrote On War (Vom Kriege), a philosophical treatise that defined war not as mere violence, but as a complex interaction of politics, psychology, and chance. His most well-known statement—“War is the continuation of politics by other means”—has since been...

A Landscape of the Past The design industry has always stood at the crossroads of technological change. Much like resetting the origin in a 3D modeling program and realigning the axes, each era demands a new starting point from designers. Just before the advent of the iPhone, design studios were busy creating PMPs, electronic dictionaries, a wide variety of mobile phones, and pocket-sized digi...

      Branding isn’t just for B2C—B2B brands need clarity too   One of the most common questions we hear from B2B clients is: “We’re in industrial or technical fields—do we really need branding?” Many of these companies have impressive product and engineering capabilities but lack a clear brand strategy and visual system. This often leads to fragmented communication and misse...

Prof. Sooshin Choi Artistic Director of the 2025 Gwangju Design Biennale “Design is about asking questions. And today, the questions we must ask have only grown larger.” South Korea is rapidly emerging as a visible force on the global design stage. Yet when asked, “What defines Korean design?”, we often find ourselves at a loss for a clear answer. The challen...

Director Marina Khodak Design Leader of TypeType Before we begin, we would love to learn more about your design studio. Could you briefly introduce the studio’s background—where you are based, when it was established, and some of the major type or branding projects you have worked on? We’d also be interested in hearing about your team’s design phi...

Prof. Hyunsun Kim Founder of kimhyunsunDESIGN What does design mean to you, and what role do you believe it should play—based on your experiences in education and various projects? Design is not simply about creating things that look good. It is a language that connects people and society, and one that proposes new forms of value. Good design must be sensitive to the currents ...

Director Doyoung Kim Founder of Asia Design Prize How did the Asia Design Prize begin, and how do you think the original questions you asked then connect with the reality of today? The origin of the Asia Design Prize was rooted in a clear sense of purpose: we felt the need to create a stage where Asian designers could present themselves more autonomously and confidently. At the time...

      When Experimentation Meets the Market — Lessons from Korean Brands such as PA   “Fashion is not just about making clothes; it is a way of speaking to the world.” For years, Korean designers were framed through the optics of speed—rapid cycles, rapid adoption, rapid bursts of global attention. That story isn’t wrong, but it’s no longer complete. In recent seasons a quiet...

When Clausewitz Came to the Countryside In the early 19th century, the Prussian military theorist Carl von Clausewitz wrote On War (Vom Kriege), a philosophical treatise that defined war not as mere violence, but as a complex interaction of politics, psychology, and chance. His most well-known statement—“War is the continuation of politics by other means”—has since been...

A Landscape of the Past The design industry has always stood at the crossroads of technological change. Much like resetting the origin in a 3D modeling program and realigning the axes, each era demands a new starting point from designers. Just before the advent of the iPhone, design studios were busy creating PMPs, electronic dictionaries, a wide variety of mobile phones, and pocket-sized digi...

      Branding isn’t just for B2C—B2B brands need clarity too   One of the most common questions we hear from B2B clients is: “We’re in industrial or technical fields—do we really need branding?” Many of these companies have impressive product and engineering capabilities but lack a clear brand strategy and visual system. This often leads to fragmented communication and misse...