What meaning does the brand “Chaehong” carry?

“Chaehong,” meaning “rainbow” in Korean, was chosen because it best conveys the play of light created by mother-of-pearl. Our core philosophy is to reinterpret the aesthetics of traditional crafts with a modern sensibility.

How was the “Shining Day — Mother-of-Pearl Motif Daily Calendar, 1–31” created?

It combines the craftsmanship gained from years of bookmaking at a publishing house with the artistic sensibility developed through training in mother-of-pearl lacquerware, bringing the beauty of tradition onto paper. It is a work of art for each day, letting you feel the texture of emotion as if reading a book.

What did you focus on most in the production process?

The most important thing was to convey the gentle glow of mother-of-pearl and the depth of lacquer on paper. Since both materials come from nature, each piece shows slight variations in color, texture, and intensity. To preserve that uniqueness, we introduced subtle changes to the hues and patterns of the mother-of-pearl on each page and layered multiple shades of black instead of using a single tone.

What inspired this work, which is deeply rooted in traditional crafts and local culture?

The “Shining Day” series was inspired by Korea’s traditions of lacquer and mother-of-pearl inlay. Even today, master artisans in Tongyeong continue their work, and exhibitions and cultural activities related to this craft remain active. This project began with the idea of translating those traditional roots into the modern language of printing and design, so they can be appreciated in everyday life.

The consideration for the environment and sustainability is impressive. What did you focus on most in that regard?

Most calendars are limited to a specific year and thrown away once the year ends, but the “Shining Day Daily Calendar” was designed as a perpetual calendar without dates. It can be reused every year, given as a gift after use, or displayed again on a desk. I wanted it to become a “continuing keepsake” rather than something discarded after use.

Please tell us about your future plans and the direction your brand is pursuing.

Our brand’s promise is captured in the phrase, “So that your desk never feels dull.” This year, we created a calendar inspired by chaekgado (bookshelf paintings), and we plan to reinterpret various Korean themes such as architecture, minhwa (folk painting), and traditional clothing, within the same format.