Please introduce “H.I Design.”

H.I Design is a design-based cultural product brand established in 2016. While working as a freelance designer, I started the brand “Fabric Wraps BOH” after receiving an award at the 2016 Seoul Symbol Tourism Contest. “BOH” began as a project to reinterpret the beauty of traditional wrapping cloths (bojagi) and Korea’s visual heritage in a modern way, and has since expanded into the field of cultural products through collaborations with organizations such as the National Museum Foundation of Korea and the Korea Heritage Service. Currently, the company continues to grow steadily while engaging in both design consulting and cultural product development.

What led you to create the “BOHMUL Gauze Towel Gift Set”?

The “BOHMUL Gauze Towel Gift Set” was conceived with inspiration from the National Museum of Korea’s most beloved treasures—Goryeo celadon, Buncheong ware, and blue-and-white porcelain. Since the brand began with bojagi (traditional wrapping cloths), we were already familiar with connecting textiles and cultural heritage. As consumer trends shifted toward reusable towels over disposable ones, we wanted to create a cultural product that combines both environmental value and practicality. In addition to its visual appeal, we enhanced the product with the soft and highly absorbent texture of four-layer gauze cotton, completing an elegant item that makes an excellent gift.

What element did you focus on the most to create a strong first impression of the product?

Our goal was to create “a gift that brings a smile at first glance.” Since souvenirs are valued more for the joy of giving and receiving than for practicality, we emphasized gentle, warm tones, enduring patterns, and stylish packaging. Reflecting user feedback, we repeatedly boiled and washed the towels to test color durability and texture. As this product is primarily used by women in their 30s to 50s, we aimed for a calm, comforting design with gentle tones rather than vivid colors. We wanted to make “something that users would, in turn, want to give as a gift to someone else.”

What was the most challenging part of the production process?

Gauze cotton has excellent absorbency and breathability, but it also tends to twist out of shape during washing. For that reason, most manufacturers avoid centering their designs and instead use full-pattern prints. However, we wanted the ceramic motif to stand out clearly in the center. There were several failed attempts during production, but we did not give up on the design. Through close collaboration with our production partner, we developed a process to minimize fabric stretching and shrinkage, and finally achieved the shape we intended.

What was the most memorable part of participating in the contest?

This contest reminded us once again that “the essence of cultural products ultimately lies in authenticity.” During the process of being selected for consignment at the National Museum of Korea, we realized that our product was chosen amid fierce competition not merely for its beautiful design, but because of “our constant effort to see things from the consumer’s perspective.” Through this experience, we were able to confirm not only the quality of our product but also the direction of our brand, gaining confidence in the social value and potential for growth of cultural products.

What are your future plans and vision?

“BOHMUL Gauze Towel” is currently available at various offline stores, and we plan to strengthen its presence in the gift market through seasonal packaging renewals. We also aim to expand our line of sustainable textile cultural products that can replace disposable items, and to develop collaborative series featuring the stories and local identity of other regional heritage sites beyond the National Museum of Korea. Ultimately, our goal is to establish ourselves as “a design brand where people can naturally experience the beauty of Korea in everyday life.”