The soul of Seoul is set to dazzle Paris this September as the Seoul Design Foundation (SDF) brings a bold and multifaceted exhibition to Maison&Objet Paris 2025, one of the world’s most prestigious design fairs. Running from September 4 to 8, the showcase will spotlight 20 cutting-edge design brands from Seoul, presented under the inspiring theme “Seoul My Soul.” This initiative is more than a mere exhibition—it’s a powerful global declaration of it’s unique design identity, one that blends deep-rooted heritage with forward-thinking innovation.
Located in Hall 7 (Gift & Play section) and spanning approximately 180 square meters, the Seoul pavilion promises to be a dynamic and immersive experience. Visitors will be treated to an expansive display of creative outputs—from lifestyle goods to traditional crafts reimagined for modern living, and sustainable products that reflect contemporary environmental priorities. The exhibition’s design intentionally positions not just as a participant, but as a design capital with global influence.
Three Core Themes Reflect Seoul’s Creative Diversity
The brands featured in the exhibition are thoughtfully curated across three key thematic zones:
- Living Trend:
This section highlights eight brands offering a curated collection of everyday design essentials such as innovative lighting solutions, space-saving furniture, sustainable kitchenware, and elegant bathroom accessories. These products reflect the evolving preferences of it’s urban population and are already making waves in domestic and international markets. - Contemporary Interpretation of Tradition:
Bridging past and present, this segment features five brands that reinterpret traditional Korean materials—like hanji (traditional paper), mosi (fine ramie fabric), najeon (mother-of-pearl), and embroidery—into contemporary home décor and fashion. These creations capture the essence of Korean cultural heritage while aligning with modern aesthetic sensibilities. - Sustainable Design:
Addressing environmental responsibility head-on, this category introduces seven brands leading the way in eco-conscious creativity. From bags made of recycled textiles and paper leather pouches to activewear designed with sustainability in mind, this segment underscores it’s commitment to urban sustainability through design innovation.
Empowering Local Brands for Global Success
Beyond curating the exhibition, the Seoul Design Foundation plays an active role in supporting participating brands as they venture into the global market. This comprehensive support includes:
- Pre-event workshops and guidance
- Booth design and construction
- Logistics and product transportation
- On-site interpretation services
- International buyer outreach and engagement
- Post-event consulting and export strategy
By offering this end-to-end support, the Foundation ensures that Seoul-based design companies are not only seen but also well-positioned for long-term global success.
Elevating the Seoul Brand on the Global Stage
The Seoul pavilion will also feature a special corner dedicated to Seoul-themed merchandise, developed directly by the Foundation. These souvenirs and collectible items are designed to create a memorable and personal connection between international visitors and the this brand.
Since its founding in 2009, the Seoul Design Foundation has played a crucial role in cultivating the city’s creative industries, with the Dongdaemun Design Plaza (DDP) serving as a central hub. Through international exhibitions like this, the Foundation continues to nurture design talent, empower local enterprises, and expand global partnerships—strengthening it’s profile as a vibrant, world-class city of design.
At Maison&Objet Paris 2025, Seoul won’t just be represented—it will resonat
