CEO Jang Ha-eun said, "The meeting of tradition and digital is an important leap toward globalization."
The traditional hanbok brand 'OUWR by Geumdanjae' has launched a seasonal hanbok photoshoot project in collaboration with Korea's first virtual influencer 'Oroji' (hereafter, Roji). This project is a unique attempt to shine a new light on the beauty of hanbok on the global stage by combining the craftsmanship of OUWR by Geumdanjae, which created hanbok costumes for BLACKPINK's 'Coachella,' with the cutting-edge digital technology of virtual influencers.
The 'Seasonal Hanbok Project' demonstrates the endless variations of hanbok amidst the changes of spring, summer, autumn, and winter. It showcases visuals that traverse reality and virtuality by combining traditional fabrics, embroidery, and patterns with the latest AI technology and virtual content production techniques.
The virtual influencer 'Roji,' who participated in this project, is a global virtual human IP developed and operated by the content production company LOCUS, boasting approximately 170,000 Instagram followers. LOCUS is a content specialist company that has produced many popular animations, including 'Exorcism Chronicles: The Beginning,' 'Yumi's Cells,' and 'Red Shoes,' based on high-quality CG technology and unique creativity.
Spring – The birth and leap of the queen
'Birth' depicted a scene resembling blooming flowers, wearing a wonsam with ten longevity embroideries. The 'Arrival of the Queen' episode completed a striking photoshoot, symbolizing her first steps as Korea's representative virtual human while donning the wonsam of the ancient royal queen.
Summer – Hanbok and waves
The summer photoshoot took place at Caribbean Bay, showcasing fusion hanbok swimwear featuring traditional patterns. This illustrated the transformation of hanbok into various forms, transcending seasonal and spatial limitations.
Autumn and winter – Unreleased projects
The autumn and winter photoshoots are planned with innovative concepts exclusive to virtual humans, set against the backdrop of Korea's landmarks, and are expected to generate significant attention upon release.
CEO Jang Ha-eun of 'OUWR by Geumdanjae' stated, "The moment tradition meets digital, new possibilities for Korea open up. Collaborating with Roji will be an important leap toward the globalization of hanbok." LOCUS's Deputy Minister Ko Eun-joo noted, "This collaboration goes beyond simple photoshoots, showcasing the potential to reinterpret our traditional costumes with digital technology and expand into global content," and added, "We plan to present new forms of storytelling that connect tradition and digital, together with Roji."
Going forward, 'OUWR by Geumdanjae' and LOCUS will continue to undertake various attempts and challenges with the common goal of preserving the beauty of Korean tradition.
[Photo] OUWR by Geumdanjae
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