YIDA - 졸업 프로젝트 with 강희승, 김의진

YIDA

Team Bottari
Kyung Hee Univ,
Department Of Visual Design Graduation Project (Team) 2025.03.01 - 11.05

K-Contents &
Lifestyle Brand

YIDA is a K-Contents and Lifestyle brand that observes how Korean cultural content and everyday lifestyles are increasingly consumed as a global trend. The project reinterprets this phenomenon through the key concept of joyfulness and aims to deliver Korea’s cultural values as a cohesive brand experience. By embedding joyful warmth into its communication, YIDA seeks to foster cultural understanding and empathy, ultimately contributing to a more inclusive global society.

Yeodongsik NSW Instagram →

Background & Research

The project originated from a cultural observation at a Korean soup restaurant located in Lidcombe, New South Wales, Australia. Beyond functioning as a place to dine, the restaurant served as a cultural mediator. It offered comfort and familiarity to Korean residents while providing international visitors with an accessible introduction to Korean food culture. This mode of cultural consumption reflects how Korean content and lifestyles are expanding globally through visits to Koreatowns and travel to Korea. These experiences align with the growing demand for meaningful and positive encounters among global consumers and reveal the potential of cultural exchange to reduce barriers and strengthen cross-cultural connections.

Interview & Survey

Based on these insights, a survey was conducted with 16 participants residing in Australia. All respondents agreed that brand communication conveying cultural values can form positive perceptions and support cultural localization. One participant noted, “Cultural appreciation can deepen human connection,” highlighting how the sharing of cultural values can create social structures in which diverse individuals are connected rather than excluded.

This perspective aligns with SDG 16.b, which emphasizes reducing discrimination and promoting mutual respect through cultural approaches, as well as SDG 16.7, which advocates inclusive and participatory societies. In this context, the project proposes a brand that expands cultural understanding and connection with the aim of contributing to a more inclusive global society.

YIDA’s illustrations translate Korean leisure culture into playful, hide-and-seek scenes printed on bottari wraps. Tiny characters and charming props turn each pattern into a miniature “map” of moments—so the viewer discovers stories as they look closer. Four themes (jjimjilbang, karaoke, pojangmacha, and piknic) are expressed through bold colors, clear silhouettes, and warm humor, balancing cultural specificity with universal readability.

Bottari Lines & Web Service

Brand items and lines are named after familiar Korean cultural spaces and activities such as jjimjilbangs, the Han River, street food stalls, and karaoke rooms. These elements are organized into individual bottari sets. To further enhance accessibility for a global audience, a brand website was developed as a central platform through which users can explore the brand’s items, cultural narratives, and lifestyle content as a unified experience.

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