“We implemented traditional ingredients familiar to Koreans, such as charcoal, beans, chestnuts, and rice grains, into the design. We also plan to showcase shoes that modernly reinterpret traditional rubber shoes as a substitute for rain boots.”
At the ‘JAJU@Home SS 2025’ pop-up exhibition held in Gahoe-dong, Jongno-gu, Seoul, on Nov. 11, a representative of the Shinsegae International JAJU brand said, “We will become the representative lifestyle brand of Korea that captures the heart with the most Korean element.”
The lifestyle brand JAJU, which was first introduced in 2000 as a Private Label (PL) brand of EMart, is preparing for a major rebranding ahead of its 25th anniversary next year. The plan is to reestablish the brand with products reflecting Korean elements optimized for the lives of Koreans, seeking differentiation. To commemorate this, JAJU opened the ‘JAJU@Home’ exhibition from today to the 14th in Bukchon Hanok Village, revealing new products.
At this exhibition, JAJU showcased representative products in a space divided into 10 rooms, blending Hanok and Western-style houses. From spaces featuring spring/summer fashion products to dining setups reflecting Korean eating habits, bedrooms filled with the scents of Korea, and a cleaning room using natural materials were presented.
While JAJU has provided products that customers 'need' so far, the new JAJU aims to ensure that products become 'solutions for life' to make customers' lives more convenient and prosperous, in line with the rapidly changing urban lifestyle.
To achieve this, it found answers in Korean dietary culture. Previously, color palettes primarily used were grayscale, but the new JAJU incorporates colors like olive green, orange, and blue sourced from Korea's nature as the main colors for clothing, bedding, and packaging. Additionally, fabrics featuring patterns inspired by bean pods, charcoal, dried chili peppers, and songpyeon, as well as packaging that highlights the textures of hemp, ceramics, and wood, reflect Korean elements.
In addition, products modernly reinterpreting materials containing the wisdom of ancestors, such as the ‘rice water dishwashing detergent’ and ‘white vinegar cleaner,’ as well as white dinnerware inspired by Baeksulgi, caught attention. Starting next year, the fashion items will include children's clothing, proposing family looks for everyone.
JAJU was a living and fashion PL brand operating under the name 'Naturism' within EMart, but after being acquired by Shinsegae International in 2010, the brand was renamed 'JAJU' and expanded sales channels outside of EMart to shopping malls and street stores. Last year's sales amounted to 300 billion won, and the number of offline stores was 261 as of the end of last year.
Beginning at the end of this year, Kim Hong-geuk, who leads Shinsegae Casa, will also lead JAJU. In a regular executive personnel appointment last October, William Kim, CEO of Shinsegae International, was assigned to the fashion division, while Kim Hong-geuk was tasked with beauty and JAJU operations. Kim is expected to reflect the know-how gained from leading Shinsegae Casa to develop JAJU into a representative lifestyle brand of Korea.
A representative of Shinsegae International noted, “We have confirmed that foreign visitors to Korea show great interest in products incorporating Korean elements when visiting JAJU stores,” adding, “We will compete with global brands such as Muji and IKEA as a representative Korean lifestyle brand rooted in the lives of Koreans.”