Please introduce JUNGHWA CO., LTD.

Founded in 1990, JUNGHWA CO., LTD. has developed and produced over 300 types of fashion items, including scarves, mufflers, and handkerchiefs, exporting to more than 50 countries worldwide. The company has built strong competitiveness in both quality and design through collaborations with global brands such as Macy’s, Guess, and Disney. More recently, it launched the cultural product brand “SUNOEN,” focusing on expressing Korea’s unique aesthetic with a modern sensibility.

What inspired you to create the “Dancheong Daenggi Scarf”?

We believe that dancheong, the traditional decorative coloring on Korean architecture, is not merely ornamentation but a core expression of Korean aesthetics. We wanted people today to experience the beauty of its balanced colors, rhythmic harmony, and graceful curves in a natural way in their daily lives. While preserving the symbolism and splendor of dancheong, we sought to realize “wearable tradition” through the practical medium of a scarf. Our goal was to reinterpret the vitality and intricate flow of lines seen in dancheong into a new rhythm on fabric, transforming the beauty of tradition into a refined object.

What did you focus on most during the design process?

The key focus was achieving balance while reinterpreting the structural beauty of dancheong patterns in a modern way. Rather than reproducing traditional motifs as they are, we refined them into a minimal, contemporary design that anyone can wear comfortably by simplifying the lines and harmonizing the colors. The palette retains the contrast of obangsaek (the traditional five cardinal colors), but the tones were softened to create a gentle, sophisticated impression. The pattern spacing was adjusted to match the scarf’s width and length, allowing it to drape naturally when worn. Made from 100% cotton, the fabric is soft, breathable, and ideal for all seasons.

What was the most challenging part of adapting the dancheong patterns onto fabric?

The biggest challenge was translating the depth of dancheong patterns into a flat design. Because dancheong appears differently depending on the three-dimensional structure of the architecture and the angle of light, preserving its depth and shading while giving the fabric a light, soft impression required great precision. To achieve this, we carried out multiple rounds of digital print sampling and color calibration, refining the pattern so that it would connect naturally even when the scarf is folded or draped. After many adjustments, we finally achieved a result that harmonizes the grandeur of tradition with the vibrancy of modern design.

What cultural inspiration does this product contain?

Dancheong is a traditional Korean art of color that expresses the order and harmony of the universe through the balance of obangsaek. Red symbolizes vitality, blue represents truth, and yellow signifies harmony. Its patterns feature motifs such as the lotus flower, symbolizing longevity, and the Bosanghwa (floral medallion) pattern, expressing wishes for good fortune. By incorporating these symbolic elements into the scarf design, we aimed to convey not only the splendor of dancheong but “the beauty of meaning” it holds. The essence of the Dancheong Daenggi Scarf lies in reinterpreting the elegance of Korean tradition with modern sensibility, creating a cultural item that anyone can wear and appreciate.

What are your future plans?

We plan to expand beyond scarves by applying dancheong patterns to a wider range of fashion items, including hairbands, pouches, and bag straps, so that the aesthetics of dancheong can be expressed through diverse accessories. We also aim to grow as a sustainable cultural brand by actively adopting eco-friendly materials. Our goal is for Korea’s colors and aesthetics to blend naturally into lifestyles around the world.