29CM, the fashion and lifestyle platform operated by Musinsa, is marking the 100th anniversary of the establishment of Hangeul Day with a line of Hangeul-themed cultural products developed with the National Hangeul Museum and the Sejong Foundation for Culture and Tourism. The project is themed 'Hangeul, Beside Every Heart.' From Oct. 29 to Nov. 1, 29CM will also host a pop-up exhibition in Seoul's Seongsu-dong where visitors can experience the collaboration products and content in one place.
The project was conceived to mark the centenary of Hangeul Day by casting fresh light on the value and beauty of the Korean language and script in the context of today's lifestyles. Working with the National Hangeul Museum and the Sejong Foundation for Culture and Tourism, 29CM is supporting the process from product development through to actual distribution and sales. The plan centers on 'Cheonggu Yeongeon' (1728), a designated National Treasure in the National Hangeul Museum's collection: 29CM is supporting 21 Korean lifestyle brands in developing products around the anthology and extending the effort into content and an offline exhibition.
The theme 'Hangeul, Beside Every Heart' highlights the role and value of Hangeul as a means of expressing and recording thoughts and emotions, no matter how times change. 29CM explained that it drew inspiration from the Hangeul song lyrics collected in 'Cheonggu Yeongeon,' known as the wellspring of Korean song lyrics, translating sentiments that resonate across eras and the beauty of the Korean language into products, content and space.
A total of 21 brands took part in product development: 13 brands carried on 29CM and eight winners of the '2026 Hangeul Cultural Product Development Support Competition.' Each brand selected a single sijo poem from 'Cheonggu Yeongeon' and reinterpreted the emotion of its lyrics and its Korean expressions through its own design language, creating home and lifestyle products. The 13 participating 29CM brands include Goyu, Gori Studio, OIMU, FF Collective, TWB and Kiosk Kiosk.
The offline exhibition will run for four days, from Oct. 29 to Nov. 1, at Cosciety in Seongsu-dong, Seoul. Organized around three themes, the exhibition guides visitors through reading the Hangeul lyrics of 'Cheonggu Yeongeon,' experiencing Hangeul firsthand, and then discovering the collaboration products that reinterpret them. From the exhibition's opening day through Nov. 4, a related pop-up showcasing the collaboration products will also be held at Igu Home, a lifestyle select shop near Seoul Forest.
"We hope this collaboration, planned with The Hangeul to mark the 100th anniversary of Hangeul Day, will serve as an opportunity to rediscover the familiar value and beauty of Hangeul from a new perspective," a 29CM representative said. "Going forward, 29CM will continue to reinterpret a range of cultural themes together with our partner brands, extend them into products, content and offline experiences, and strengthen a curation strategy that helps customers discover new tastes."
The project is part of the '2026 Hangeul Cultural Product and Content Development Support Program,' hosted by the Ministry of Culture, Sports and Tourism and the National Hangeul Museum and organized by the Sejong Foundation for Culture and Tourism. The program's official brand is 'The Hangeul.' The collaboration products can be found at the Cosciety exhibition in Seongsu-dong and the related pop-up at Igu Home, and online through 29CM's '29 Edition.'
