Kyopo is a fictional lifestyle brand that blends traditional Korean motifs with contemporary Western design aesthetics. “Kyopo” is a term used by native Koreans to describe people like me - Koreans raised abroad - with an undertone of exclusion. I’ve reimagined it as a brand that embraces hybrid identity and reframes cultural value. Through product, branding, and packaging design, the project critically engages with how cultural identity is marketed and softened for mass appeal.

Rather than calling attention to itself, Kyopo is designed to blend in and to be admired without explanation. In doing so, it critiques the ways cultural narratives are consumed without context, and how “aesthetic” often overrides authenticity.