As global interest in Korean culture continues to grow, K-fashion brand Matin Kim - a favorite among millennial and Gen Z consumers worldwide - is launching its new “Hangeul Line” to spotlight the beauty of the Korean alphabet and promote the globalization of Korean fashion.

According to brand incubator HAGO HAUS on Monday, the Hangeul Line integrates Matin Kim’s signature free-spirited aesthetic with the unique visual appeal of Hangeul. The collection includes two short-sleeve T-shirts for women and three for men. Depending on consumer response, the brand is also considering extending the line to fall and winter items.

A Matin Kim official said the line was created to offer a fresh brand experience for global MZ consumers. “The Hangeul Line fuses Matin Kim’s distinctive style with Korean identity, and we expect a strong response from international customers,” the official said.

The collection’s logo was developed in collaboration with renowned calligrapher Kang Byung-in, known for his work on Korean titles for brands like Hwayo and Chamisul and TV dramas such as Misaeng and The Great King Sejong. Kang reinterpreted the brand’s identity through bold and artistic brush calligraphy.

The Hangeul Line will be available at seven key domestic stores with high international foot traffic, including the Seongsu flagship, Dosan, Myeong-dong, The Hyundai Seoul, Hyundai Department Store Trade Center branch, Lotte Department Store’s main branch, and Jamsil’s Lotte World Mall HAGO HAUS. International rollouts will begin in Hong Kong and Taiwan, with a launch in Japan also under consideration. Matin Kim’s Hong Kong store previously surpassed 800 million won ($576,000) in monthly sales, reflecting robust overseas demand.

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