Please introduce “ASUKA.”

ASUKA is a beauty and living design brand founded in 2008 that focuses on material-driven design development. The company began with eyewear import and distribution, establishing a global network in 2009 through supply contracts with Japan’s SEED and NAGAI. In 2012, its products gained recognition when three out of five home shopping broadcasts in Japan sold out completely. Since then, ASUKA has continued to grow, expanding into major stores nationwide such as its Insadong flagship store, Hyundai Department Store, and Lotte and Shinsegae Department Stores. The brand’s technical expertise and design sensibility have been recognized through numerous awards, including the Gold Prize at the Seoul Tourism Souvenir Contest, the Special Prize at the Buddhist Cultural Product Contest, and the Bronze Prize at the K- Eyewear Design Awards.

What inspired you to create “Palace Comb”?

The idea began while the company was still focused on importing and distributing eyeglass frames. We wanted to develop a new accessory that showcased refined texture and natural elasticity of cellulose acetate, the material used for frames. One day, while walking through Seoul’s royal palaces, we noticed that the curves of the eaves and the lines of the dancheong (Korean decorative coloring on wooden buildings and artifacts) resembled the teeth of a comb. That moment sparked the idea — what if we could bring the graceful lines of the palace into everyday life? This led to the creation of the “Palace Comb,” a design inspired by the silhouette of Seoul’s palaces.

Since a comb is used every day, what kind of research went into ensuring it feels comfortable on the scalp?

Because a comb is a tool we hold every day, we focused on the grip, the degree of scalp stimulation, and static prevention. Cellulose acetate, a naturally derived material extracted from cotton, generates less static and feels much smoother than petrochemical plastics. The upper part of the comb was precisely designed so that it can also be used like a gua sha tool, while the curved eave line was adjusted to serve as a hand acupressure point. The goal was not just to create a beautiful comb but to incorporate both functionality and cultural value.

What was the most challenging part of the production process?

Cellulose acetate is a material that requires delicate handling to achieve the right gloss. Unlike regular plastics, its surface is not easy to polish, so it demanded precise control of temperature, pressure, and the angle of reflection. It was also challenging to achieve a natural harmony of color and pattern. After numerous sampling rounds and meticulous hand-polishing, we were finally able to achieve a satisfying texture and finish.

What did you gain from participating in the contest?

This contest gave us an opportunity to look at our product from a new perspective. Seeing works from companies and creators in various fields made us realize the potential to develop it not just as a daily item but as a souvenir that embodies “K-culture.” We also sensed that overseas consumers are increasingly drawn to products that combine traditional aesthetics with practicality, which motivated us to integrate Korean cultural elements more actively into our future designs.

What are your future plans and direction?

We plan to continue developing Korean-inspired beauty accessories that anyone can use comfortably, regardless of age or preference. Like the Palace Comb, our goal is to reinterpret traditional aesthetics with a modern touch while keeping prices affordable and accessible. We also aim to expand our lineup of sustainable beauty items by leveraging the eco-friendly qualities of cellulose acetate. We look forward to the day when products that reflect the beauty of Korea naturally become part of daily life for people around the world.