Diplomacy Journal Kim Tae Yeon | Cho Nang-kyung Goeunjarak,' a K-Hanbok cultural brand that reinterprets the beauty of Korean royal culture and traditional Hanbok with a modern sensibility, announced a vigorous start by successfully holding its opening ceremony on June 24 at Goeunjarak, located on Achasan-ro, Gwangjin-gu, Seoul.

Approximately 70 persons attended the event to celebrate the birth of the new K-Hanbok brand, including Goeun Jarak Advisor Lee Chil-yong, Diplomacy Journal Chairman Lee Jon-young, as well as figures from the culture and arts sector, Hanbok designers, performing artists, business leaders, and representatives of cultural organizations.

The event began with an opening ceremony at 1:00 p.m., followed by congratulatory remarks, a commemorative photo session, and a cake-cutting ceremony. Starting at 2:00 p.m., the appointment ceremonies for the Goeunjarak executives, exclusive team, and presidential leadership took place, marking a meaningful time to announce the official launch of the organization.

The event featured an elegant stage symbolizing royal culture harmonizing with Hanbok in various colors, further highlighting the beauty of Korean tradition. Attendees wore Hanbok themselves and participated in commemorative photo sessions, expressing their anticipation for the spread of K-Hanbok culture.

In her welcoming remarks, CEO Cho Nang-kyung stated, "Today's Goeunjarak is a precious fruit created not by my own efforts, but by your interest and support." She added, "Although there are still many areas where we fall short, we will learn more and work harder to grow into a representative K-Hanbok cultural brand for Korea." "Hanbok is not merely a traditional garment, but a cultural heritage embodying our history, spirit, and art," the company stated, expressing its ambition to "create a new K-Hanbok culture that the world can enjoy together through performances, cultural content, education, and international exchanges by adding a modern sensibility to the beauty of tradition."

Goeunjarak is a cultural enterprise specializing in Hanbok performances, concerts, event planning, cultural content production, and educational programs, with the vision of becoming the "Representative Brand of Korean Royal Culture." Moving forward, the company plans to widely promote the value of Korean traditional culture across various fields, including domestic and international cultural events and exchange projects, as well as tourism content development, K-culture performances, and global cultural diplomacy activities.
In particular, following K-Pop, K-Drama, and K-Food, the company intends to continuously develop performing arts and fashion content that fuse tradition and modernity to foster K-Hanbok into a global cultural content. Furthermore, the company plans to take the lead in promoting the beauty of Korea at overseas cultural events and on international stages.

Advisor Lee Chil-yong, who delivered the congratulatory remarks, encouraged the brand by stating, "Goeunjarak will play a crucial role in elevating the dignity of Korean culture while modernizing the inheritance of traditional Hanbok," and added, "I look forward to it growing into a brand that is even more beloved globally for our traditional culture."

In addition, Lee Jon-young, Chairman of the Diplomacy Journal, conveyed a congratulatory message, saying, "Now that K-Culture is loved by people around the world, this is the optimal time for K-Hanbok to leap into the global market," and "I hope Goeunjarak will grow into a new platform for Korea's cultural diplomacy and play a central role in widely promoting the beauty and spirit of Korea to the world."

Cultural and artistic figures attending the event unanimously remarked, "Goeunjarak is presenting a new cultural industry model that fuses performance, tourism, and education, going beyond the culture of wearing Hanbok," and "We expect it to make a significant contribution to the globalization of K-Hanbok and the development of Korean traditional culture."

Finally, CEO Cho Nang-kyung stated, "Today is just a new beginning," and declared, "I will not lose sight of my original intentions and will do my utmost to promote K-Hanbok culture, which embodies Korea's tradition and dignity, to the world." Goeunjarak is set to embark on its full-scale operations, presenting a vision to establish itself as a leading K-Hanbok brand representing South Korea through Hanbok performances, royal culture

experiences, international cultural exchanges, educational programs, and cultural content production.