Seoul Launches Collaborative Products Featuring “Seoul Color,” Expanding Morning Yellow Across Living, Fashion Accessories, and Stationery
Seoul Launches Collaborative Products Featuring “Seoul Color,” Expanding Morning Yellow Across Living, Fashion Accessories, and Stationery - 13 products launched in collaboration with 11 brands, including Noroo Paint, KCC, LG Chem, and Monami - Everyday items such as pens, caps, bags, and towels bring Seoul Color into citizens’ daily lives - Products to be released sequentially through online and offline channels, including the DDP Design Store and each brand’s official mall - Collaborations using eco-friendly materials to expand, with plans to extend the use of Seoul Color into the K-beauty sector in the future |
The Seoul Metropolitan Government announced on the 26th that it will launch 13 privately developed collaboration products featuring Seoul’s 2026 Color of the Year, “Morning Yellow,” as part of its efforts to bring Seoul Color into citizens’ everyday lives.
※ Morning Yellow, announced by the Seoul Metropolitan Government in December 2025 as the 2026 Seoul Color, was derived from the yellow light of the morning sun that opens each day for Seoul citizens. It is the city’s third Seoul Color, following Sky Coral in 2024 and Green Aurora in 2025.
This collaboration involves a total of 11 companies, including Noroo Paint, KCC, LG Chem, and Monami, expanding the use of Seoul Color across a wide range of everyday sectors, from color standardization to living products, fashion accessories, and stationery. The initiative was designed to allow citizens to encounter Seoul Color naturally in their daily lives.
Noroo Paint and KCC have released standard paints and color books for Seoul Color, establishing a consistent reference for applying Seoul Color across public spaces and everyday products.
The “Color Sound” video produced by Noroo Paint is a piece of content that expresses Morning Yellow through both imagery and sound. As of May 2026, it had surpassed 1 million cumulative views on social media channels, including Instagram and YouTube.
The video has also been displayed on outdoor digital billboards and digital signage, helping to widely communicate the message of Seoul Color.
The eco-friendly “Morning Yellow Soban,” made from recycled plastic and created through a collaboration between LG Chem and artist Ha Ji-hoon, has been installed at the outdoor library “Reading by the Clear Stream” along Cheonggyecheon. It conveys Seoul’s vibrant image to citizens enjoying reading and relaxation.
In the living category, products have been launched to allow people to experience Seoul Color naturally within everyday living spaces.
Remizay introduced hand towel and face towel sets featuring Seoul Color, while Potz Company, under its brand Sunday Planet 47, presented two types of hanging planters incorporating Seoul Color.
In the fashion accessories category, products featuring Morning Yellow have been released across everyday items such as bags, caps, and wallets.
Art Impact, under its brand Blue Orb, launched a pleated bag and pouch made with recycled materials.
Designer Lee Chung Chung’s brand LIE released a logo-stitched ball cap featuring Morning Yellow, while Kashirang introduced a card wallet made with Hanji leather and inspired by traditional bandaji chest patterns.
In the stationery category, Korean stationery company Monami released the “153 Premium Pen,” applying Seoul Color to its signature 153 model.
Renewus introduced a name tag keyring made from recycled plastic and featuring imagery of Namsan, while Pig Lab presented its snail-shaped unboxing cutter, made from reclaimed wood, as Seoul Color products in both single-item and three-color set versions.
The collaborative products will be available sequentially at the DDP Design Store and through each brand’s official online mall.
▴ Pleated Bag & Pouch (Art Impact)▴ Hand Towel & Face Towel (Remizay)▴ Hanging Planter (Potz Company)▴ Card Wallet (Kashirang)▴ 153 Premium Pen (Monami)▴ Name Tag Keyring (Renewus)▴ Snail-shaped Unboxing Cutter (Pig Lab)▴ Cap (LIE)
The Seoul Metropolitan Government plans to further expand its collaborations into the beauty sector, including products such as sunscreen featuring Morning Yellow.
Choi Inkyu, Director-General of Design Policy, said, “Seoul Color was created to capture the vibrant atmosphere and appeal of Seoul in everyday products and spaces, allowing citizens to naturally experience the city’s unique sensibility.”
He added, “We will continue to expand Seoul Color through diverse collaborations and content, so that citizens can encounter it more closely in their daily lives.”
Attachment 1. Images of Seoul Color Collaboration Products
