ddp design fair

The evaluation for the Best Collaborative Teams from the DDP Design Launch Fair took place on August 6 at 2:00PM in the Seoul ON conference room, on the 2nd floor of the DDP Design Lab. The evaluation focused on past activities that demonstrated continuous development and expansion of products created through collaborations between manufacturers and designers at the DDP Design Launching Fair. Products were selected based on outstanding design quality, marketability, and sustained efforts in distribution and promotion. Among 13 applicants, two teams were ultimately chosen after a rigorous evaluation process: ‘Offgray + found/Founded’ and ‘Onnbysoi + BE FORMATIVE’. Both teams will each receive a grant of KRW 10 million won. The expert judges emphasized the importance of design quality, product viability, and continued sales efforts. They particularly appreciated the passion and determination reflected in the creation, marketing, and promotion of these products. The DDP Design Launch Fair aims to continue selecting and supporting exceptional collaborative teams, fostering the sustained production and business success of collaborative products between manufacturers and designers. Offgray + found/Founded: Learn about the design story behind "Off Gray Mood: Candles and Diffusers."Onnbysoi + Be Formative: Learn about the design story behind "Patched Basket (S, M)"

As part of the 2024 DDP Design Launching Fair, the ‘Young Designer + Corporate Brand Exhibition,’ a flagship industry-academia collaboration led by the Seoul Design Foundation, is progressing smoothly and on schedule.Launched in 2023, the ‘Young Designer + Corporate Brand Exhibition’ is a unique initiative that fosters pre-employment and entrepreneurial experiences for young designers. Developed through a partnership between the Seoul Design Foundation, companies, and academic institutions, the program provides young design students—soon to graduate or enter the workforce—with hands-on experience in real-world design projects. By collaborating with companies to create branded products, participants also gain valuable exposure as the companies help showcase the designers’ work.On July 19, at DDP On, the judging panel for the ‘Young Designer + Corporate Brand Exhibition,’ composed of five external judges, evaluated presentations from 16 participating teams. These teams had spent a month developing their brand products following the initial orientation. Each team, comprised of young designers (4–6 members per team), company representatives, and design mentors, presented their progress which ranged from brand storytelling to prototype development, all aligned with the themes of AI, ESG, IMAGINATION, and FUTURE. From these, 14 teams were selected.Reflecting trends from the previous year, this year's exhibition prominently featured ESG-related products focused on eco-friendly materials and sustainable practices. Design products emphasizing consideration for seniors, safety, 安心 (peace of mind), and user convenience were particularly impressive. Particularly notable were products that offered fresh perspectives through pioneering research on AI and FUTURE. Several teams introduced innovative designs that simultaneously addressed multiple themes—AI, ESG, IMAGINATION, and FUTURE—showcasing a holistic approach to modern challenges.The efforts of young designers to address social issues through their work—whether by proposing improved lifestyles or researching new materials to guide the future of design in Korea—were both exciting and thought-provoking. Designs that considered marginalized communities while adding joy through playful and creative ideas were particularly heartening. Judges assessed the products based on their high quality, innovative ideas, sophisticated use of AI technologies, and compelling storytelling.The 14 selected brand products will be further developed and displayed at the DDP Design Launching Fair from October 17 to 27.

The second mentoring session took place on July 18 and 19 at the Design Hall on the third floor of the DDP Design Lab. Over the course of two days, a total of 44 teams presented their progress from the past month and engaged in tailored mentoring sessions with experts from various fields. Here are insights from participating manufacturers, designers, and mentors who attended the event.Manufacturer – Eunkyung Kim"I brought along the vase I had been developing and sought guidance on the direction of its design. My main focus was on how to imbue the form with meaning as a sculptural element and refine its overall shape. The mentor offered clear and insightful advice, helping me pinpoint the key aspects I need to focus on moving forward. This was my first time participating in the DDP Design Launching Fair, and the various support programs have been incredibly helpful. The mentoring sessions, in particular, have been invaluable, as mentors provide continuous feedback which helps me refine and adjust my approach."Designer – Ara Kim"I had a clear understanding of my product's identity, but I was torn between prioritizing functionality over aesthetics. Through the mentoring session, I decided to focus more towards creating something that is visually captivating."Mentor – Professor Jihoon Ha (Kaywon University of Art & Design)"Judging by their progress, the prototype development appears to be going well. However, I’ve noticed that participants are a bit too cautious in presenting their ideas.  My role has been to challenge them to step out of their comfort zones. For instance, I’ve advised them not to focus on concerns like mass production suitability at this stage. Instead, I encourage them to prioritize creating designs that captivate consumers. This year, the participants seem to have a clear understanding of the fair’s purpose, and they are eager to maximize this opportunity. It truly feels like the fair is firmly establishing its place."Mentor – CEO Mee Jeong (ION SLD)"Overall, many products excel in forms, but they tend to lack functionality. Though aesthetically pleasing, consumers hesitate to purchase products because we live in an era where efficiency and necessity are key factors in decision-making. For this reason, I suggest focusing on enhancing functionality and improving the overall quality of the products. I can sense that fair itself has grown significantly. Designers are increasingly interested in creating their products, while manufacturers seem to naturally recognize the importance of design. This shared perspective is a testament to the impact of the DDP Design Launching Fair."The design products developed through the 2024 DDP Design Launching Fair mentoring program will be reviewed on August 13 and subsequently exhibited at the fair.

The 2024 DDP Design Launching Fair, a project that supports design product development by matching designers with manufacturers, is being held successfully. This initiative, aimed at enhancing the competitiveness of the design industry, promotes new product development and branding through collaborations between manufacturers and designers. Design studios participating in the Launch Pavilion are also fully engaged in the project. In line with its mission to foster the growth of designers and design companies, the organizers of the DDP Design Launching Fair have prepared specialized education programs. These sessions are open to all all design enthusiasts, including fair participants, to further elevate the expertise and capabilities of the design community.On July 15 and 16, expert-led training sessions were held at the DDP Design Lab's 3rd-floor Design Hall to enhance the capabilities of manufacturers and designers. The sessions covered various stages of expertise, including design product development, emerging product trends, branding, legal issues, and intellectual property rights.The first session on July 15 featured two key presentations: "The Process and Elements of Design Product Development and Production" by Jihoon Lee, Manager at BOOSTER, and "Communication Centric Contextual Design" by Ji Yoon Kim, CEO of Jiyoon Kim Studio.The second session  on July 16, delved into branding and legal matters. Bumseok Kim, Director of The Watermelon Consulting & Communication, delivered a lecture titled "Branding: Giving Products an Identity," while Byungjoon Bok, Managing Partner at KAI IP Law LLC, presented on "Trademarks and Copyrights: Legal Foundations for Stable Product Launches."Below are detailed highlights from each session.1. "The Process and Elements of Design Product Development and Production" - Jihoon Lee (Manager, BOOSTER)“It’s important to quickly identify the elements that will give a product a competitive edge in the market. When developing a product, take an objective approach to the issues you aim to solve and approach it from various perspectives. To assess whether your design will succeed in the market, analyze what concepts resonate across categories and identify those that are overlooked. Then, create product plans and ideas(ideation)  that offer new value.Sales channel offer valuable insights into what concepts appeal to customers. Their actions are based on proven outcomes—following these ‘footprints’ can guide you to at least half of your success. When planning a product, it's essential to create something that will resonate with and persuade others. For mass production, prototypes must be developed with precision and care. If a paper prototype can resolve a problem, you’ve likely solved 80% of the issue.Among the countless variables, the market will always reveal examples close to the ‘right answer.’ By benchmarking those examples and adapting them to your own approach, you can refine your product with your own perspective. Manufacturing is about solving issues step by step while maintaining balance. Manufacturers must focus on their specific area, accumulate experience, and continuously refine their expertise to elevate their craft.”2. "Communication Centric Contextual Design" - Jiyoon Kim (CEO, Jiyoon Kim Studio)“Design is inherently tied to creating differentiated value. Brands, in essence, judge the designer’s performance through the product they create, so the planning, design, and storytelling of a product should be considered as a unified structure throughout the project. One of the main reasons our projects can seamlessly bridge branding and product planning is that they touch on the intention behind the design. Ultimately, it’s about the designer crafting a clear intention, which then drives the planning and storytelling, and naturally translates to sales.Within the value chain, the ideal outcome is for value to reach the end user directly, without any loss along the way. The more a designer's intention aligns with current trends and social contexts, the more persuasive and compelling it becomes. I hope to see new brands and innovative products driven by fresh intentions, continuously creating a ‘New Scene.’ With the discovery of new scenes, new opportunities for innovation will emerge. As a native Korean designer, I strongly believe that our cultural context should serve as the foundation for driving design forward.”3. Branding that Gives Identity to a Product - Bumseok Kim (Director, The Watermelon Consulting & Communication)“Branding is the process of transforming an idea into a product. It involves finding the right story, concept, and unique selling point. It’s crucial to stick to the original identity and carry it through to the end. The hardest part is distilling the core message and distinguishing between something you want to say and something the consumer truly wants to hear.Decisions during branding should be made quickly. Although branding might seem like everything when you're doing it, once it's done, there will be still so many things to handle. The more time you can allocate to the execution phase, the more refined the final product will be. Each solution often uncovers new challenges. It’s important to address these production-related problems one at a time. You shouldn’t get too caught up in the details. The identity or essence you defined at the beginning must not be compromised. Each step of the process has its own challenges, so it’s important not to mix concerns from other stages during the branding process. In the end, branding should focus on communicating the core strengths of the product – this is the essence of the branding process.”4. Trademarks and Copyrights / Design Law for Stable Product Launching - Byungjoon Bok (Managing Partner, KAI IP Law LLC)“For sustained customer retention and revenue generation, a product must have a brand label. Trademarks exist to create recognition among consumers. To register a design, certain criteria must be met, such as whether a proposed design is similar to an existing one. The goal of design protection is to attract consumer interest through unique features and contribute to industrial growth. Design protection laws help determine whether a product is distinctive, original, and follows necessary design conventions. It’s important to assess potential risks before applying for design patents, as rejected designs cannot be resubmitted. The Patent Office often rejects designs due to lack of originality; therefore, designs must be new and not copied from existing works. It’s important to create original designs to avoid rejections. If a design isn’t registered, others can create similar products and register them instead. Products with character elements should also apply for trademark registration.”

​On July 9, a product evaluation was conducted at the Seoul-On Conference Room in DDP to select design studio products to be exhibited in the Launch Pavilion of the 2024 DDP Design Launching Fair. This year, 35 verified and promising design studios—recognized through various activities and competitions—submitted their applications. From these, 20 studios were selected after deliberation by a panel consisting of the fair's four launch curators and two external judges.Below  are the comments and reflections from the jury panel on this year’s selection process:Donghoon Sohn (CEO, Atelier SOHN)"Looking back at the early days of the DDP Design Fair, it has made tremendous progress—it’s like witnessing history in the making. During the evaluation, I noticed some designers have already secured excellent quality and competitive pricing, while others are still in the process of developing their work. Since this is an exhibition, it’s crucial to present a diverse range of products and stories. While sales performance is important, my focus was on selecting studios whose work embodies the core values of their brands."Bongkyu Song (CEO, BKID)"In terms of price competitiveness, this fair cannot be directly compared to Chinese online platforms. However, I see the Launch Pavilion as a model for nurturing Korean designers, so it should not be judged solely on price. I believe the assessment should consider a broader range of factors. The real issue isn’t just functionality or cost, but the value a product brings.  I sincerely hope this event doesn't remain an isolated initiative. To make it truly impactful, we need to rethink how we approach exhibitions and create meaningful narratives for broader audiences."Jeong Eun Lee (Curator at Contributors) "Overall, the products submitted for this fair seem somewhat concentrated in categories like furniture and specific product types, which made the range of entries feel less diverse. Nevertheless, I was impressed by the number of companies utilizing eco-friendly materials or incorporating social responsibility into their designs. These themes resonate with the needs many designers have expressed during mentoring sessions, and it’s encouraging to see the fair moving in a positive direction. As a curator, I feel a significant responsibility to ensure the results of this selection come to life in a compelling exhibition."Jeeyeon Choi (Director of Home Furnishing Products, Hanssem R&D)"Many brands and studios applying for the fair appeared to be under the pressure of launching their products. While design excellence remain crucial, my evaluation focused on how well these products align with market trends, their marketability, and overall efficiency in terms of quality, price, and marketing strategies. It’s clear there are many designers with strong potential. Looking forward, I believe future fairs could benefit from focusing on specific themes that reflect current market trends. For example, design concepts catering to pet owners, plant enthusiasts, or single-person households are gaining momentum. It would be exciting to see more studios create innovative products that drive these market shifts."Dongsu Jung (Head of Design at Musinsa)"I would have liked to evaluate the designs more from a price-to-value perspective, but it was disappointing that some submissions did not include pricing. Although this is a domestic design fair, exploring the option of manufacturing abroad—where labor and material costs are lower—could enhance price competitiveness. If this possibility becomes available in the future, it could even enable the fair to support the sales of domestically designed, internationally produced products."Hoonkyu Choi (Director, Creative Lab)"My focus was on products that align with the everyday needs of consumers. I was particularly drawn to items that cater to single households, pet owners, or plant lovers, assessing design from the perspective of customers who are interested in small, decorative objects. I paid close attention to practical yet aesthetically pleasing items, such as light fixtures, desks, and luggage—everyday essentials that are both functional and easy to incorporate into daily life." 

On May 27th, the Seoul Design Foundation appointed five design experts as curators for the upcoming DDP Design Launching Fair. Now in its sixth year, the event will feature a collaboration program that pairs designers with manufacturers to support the development of innovative design products. Additionally, the fair will offer a platform for design studios and businesses to showcase new products and expand their market reach. The appointed curators will provide expert mentoring to improve product quality and ensure effective exhibition displays.The DDP Design Launching Fair, held every October, is Korea's largest and first-ever professional business launch fair. It serves as a dynamic meeting point for companies, designers, manufacturers, and emerging talents to collaborate, creating unique products and exchanging insights into design and innovation.This year's event will broaden its scope, highlighting manufacturers and designers at the forefront of future-focused design products. It will also feature new product launch from design studios and offer a valuable opportunity for businesses and young designers (students) to present fresh brand concepts.Kyung Don Rhee, CEO of the Seoul Design Foundation, urged the appointed curators to infuse sustainability into the design process, creating products that contribute to a better future. He also stressed the importance of discovering and nurturing young, emerging designers.The newly appointed curators are Jongwan Kim (CEO of Jongkim Design Studio), Bongkyu Song (CEO of BKID), Donghoon Sohn (CEO of Atelier SOHN), Jeeyeon Choi (Director of Home Furnishing Products at Hanssem R&D), and Jeong Eun Lee (Curator at Contributors). These experts, with vast experience in product design, spatial design, design consulting, and corporate branding, will play a pivotal role in shaping the fair. Jongwan Kim will curate the spatial section, while the other four curators will focus on the product launch segment.We spoke with the five curators to hear their thoughts and aspirations as they prepare for the 2024 DDP Design Launching Fair. Jongwan Kim (CEO of Jongkim Design Studio)“It’s rewarding to see the fair grow each year. As I work on curating spaces and designing exhibitions, I feel we’re steadily moving closer to creating a truly well-rounded exhibition.This year, I’m overseeing spatial design and presentation. My focus is on curating a space that highlights the collaboration between designers and manufacturers, ensuring their contributions are showcased effectively. Additionally, I will focus on how products integrate into the overarching spatial narrative, allowing them to stand out. Spatial design for exhibitions often involves meticulous decision-making until the very end. As the products take center stage, my role becomes one of a supporter, making sure they shine within the space. My goal is to create a spatial design that amplifies the impact of the collaborated projects. With no set theme this year, the fair feels more expansive,which strikes me as distinctly ‘Seoul-like.’ I hope the fair becomes a platform that embraces a wide range of ideas and disciplines. While the fair currently appears focused on product design, I envision a future where all design fields converge, creating a seamless and harmonious exchange of ideas." Donghoon Sohn (CEO of Atelier SOHN)  "I believe this fair holds significant value to  young designers by prioritizing opportunities over perfection in product outcomes. It serves as a platform to foster emerging talent, backed by mentoring programs and initiatives aimed at refining product quality. Of course, collaboration with manufacturers often comes with its share of friction and trial and error. Still, the fair has earned a reputation as a vital gateway for young designers to access new opportunities. My role here is focused on mentoring participants seeking guidance working with brand labels. In the brand pavilion, it’s tempting to highlight well-established brands, but I believe the fair’s greatest value lies in supporting lesser-known brands—those with exceptional products but limited marketing resources. Over the years, my involvement in the fair has even influenced my perspective. This time, I want to focus on collaboration teams, especially those grappling with challenges like mass production or product development. Acting as a mediator between young designers and manufacturers, I hope to bridge their differing viewpoints and guide them toward successful outcomes. Another area of focus for me will be the launching of products from existing brands. I plan to carefully review these to ensure they effectively convey their brand identity and demonstrate their full potential within the fair. By doing so, we can showcase not just individual talent but also the power of collaboration and innovation.” Bongkyu Song (CEO of BKID)  "I believe Korean designers have grown significantly, and I hope the DDP Design Launching Fair becomes a global platform that showcases their talent. Though held in Seoul, international companies and media could open doors for globally active studios to participate. At the fair, I plan to offer insights on both object design and branding strategies. Drawing from my experience with companies in the U.S., China, and Europe, I want to share practical knowledge and diverse perspectives with the designers. AI tools like ChatGPT are reshaping industries, and the focus now is on how familiar products and designs can integrate with AI. The fair is likely to reflect these trends, as design fields—whether in services, visuals, or content—are already blending with AI. Product design must also adapt to this shift, and fostering discussions on how to navigate these changes will be critical. I hope this year’s DDP Design Launching Fair evolves into more than just an event for designers. It should be an inclusive space for everyone to learn, engage, and gain valuable insights. Since the fair is publicly organized, it can sometimes feel structured or rigid. Exploring ways to shift the focus toward the participating designers and curators could lead to a more dynamic and innovative fair." Jeong Eun Lee (Curator at Contributors) "Over the past five years, it seems that participating designers have been highly satisfied with the fair. However, I’ve observed that many products stall after their initial production and exhibition stages. This is unfortunate, as further refinement and development are often necessary. In Korea, issues like design rights, usage rights, and agreements between producers and designers often pose challenges, particularly in terms of follow-up management. I believe collaboration should extend beyond the exhibition stage.  A lack of understanding about design rights and usage agreements among manufacturers highlights the need for institutional support. Providing education on drafting contracts and fostering mutual understanding of usage rights would be incredibly beneficial. As a curator, I want to assist participating designers and studios to prepare for the exhibition itself as well as enhance their ability to engage with consumers. Especially for studios in the launching segment, the focus isn’t on developing new designs but on effectively showcasing existing products. My goal is to support them in creating impactful exhibition concepts, understanding consumer needs, and preparing for comprehensive exhibition management, including audience interaction. In doing so, we can ensure that both the designers and their products make a lasting impression." Jeeyeon Choi (Director of Home Furnishing Products, Hanssem R&D)"Serving as a curator for this fair, I’ve come to appreciate how the Seoul Design Foundation prioritizes the role and value of design over chasing ROI (return on investment). This year’s fair feels less about quantifiable results and more about creating a platform for Korea’s talented design studios and brands to showcase their capabilities. Coming from a corporate background, this perspective felt particularly refreshing to me. The fair has grown into a dynamic event that not only connects promising designers with manufacturers, but also facilitates exhibitions and creates pathways to new markets. It also provides a rare chance for designers to meet major buyers they might not encounter otherwise. As a curator aligned with this vision, I aim to contribute to the selection of outstanding brands and studios and help create exhibition spacesthat foster connections with the general public and buyers alike. Personally, I look forward to meeting many skilled young brands and studios at this year’s fair. I hope that someday I can play an even greater role in discovering and supporting emerging designers in meaningful ways."

On July 5, the DDP Design Fair Launch “Young Designer + Corporate Brand Exhibition” held an interim sharing session. Each team presented their product development process, followed by an educational program on design trends and current insights. The goal of the “Young Designer + Corporate Brand Exhibition” is to develop corporate brands and products through collaborative industrial project workshops between young designers from domestic and overseas companies and design universities, and to hold the results as a corporate brand exhibition. At the interim sharing session, young designers were matched with companies and these young designers presented the current state of their product development under the guidance of expert mentors using the keywords of 'AI, ESG, IMAGINATION, and FUTURE'. After each team's presentation, the interim sharing session was followed by two special design training sessions: 1.        Collaborative design insights training on 'Generation AI: Designer's Mindset' by Sung Chan Koh of Samsung Electronics 2.        'The significance of design awards and effective panel design strategies' by Yoon Jin-young, CEO of Mini-college Mentor Group. In his lecture on 'Generation AI: Designer's Mindset,' Sung Chan Koh, a designer at Samsung Electronics, explained the entire design process in the use of generative AI, from cases of using ‘mid-journeys’ to using AI in product design. He emphasized that the scope of generative AI has recently expanded, allowing designers to understand coding, research, trends, and more, which is a great opportunity for designers. In response to the participants' questions about the development and possibilities of AI technology, Mr. Koh admitted that generative AI can help designers create new designs and stands as an alternative to a new convergence process in product design development. Meanwhile, Yoon Jin-young, CEO of Mini-college Mentor Group, presented "The Significance of Design Awards and Effective Panel Design Strategies," which advised young designers participating in the DDP Design Fair Launch’s “Young Designers + Corporate Brands Exhibition” to properly establish the main focus of their projects and the direction of the judging process by providing ideas for submitting to the competition. In order to ensure that the design products and concepts that young designers work on with corporate brands can lead to fruitful outcomes after the exhibition, Ms. Yoon explained the guidelines and focus of the competition and shared her expertise as a design panelist. When asked about the difference between a portfolio and a contest panel, Yoon said that the most important aspect of a portfolio is the prototyping process, which is different from a contest, and the understanding of the work process. In response to a question about how to approach a project that is not solely aimed at solving a problem, she said that you should have your own approach to show and explain the process rather than the result. 

On May 23, the “Young Designer + Corporate Brand Exhibition Orientation” of the DDP Design Fair Launch was held in the Design Hall on the 3rd floor of the DDP Design Lab. A total of 18 teams attended the orientation, which began with an introduction to the vision and different steps in industrial design support, followed by an introduction to exhibition projects, Q&A, and a presentation of last year's best practices by University of Seoul student Kim Se-jin. She was part of the “Amerodo” team (composed of Amore Pacific, young designers from the University of Seoul, and mentor Lee Kwang-hoo from HusDesign), selected as the best team last year. Kim Se-jin said that collaborating with Amore Pacific gave her valuable experience and it publicizing the team's achievements through the press and media was an invaluable achievement. The event concluded with a group photo of all the participants, followed by sharing anecdotes about the matching sessions.In his welcoming remarks, Mr. Park Jin-bae, Head of Design Promotion, Seoul Design Foundation, said that he hopes that the exhibition will help the discovery of talented designers, enable these designers find employment and start their own businesses, and that the collaboration between young designers and companies will lead to the creation of innovative brand products that are trend-setting. The “Young Designer + Corporate Brand Exhibition” is composed and led by young designers, companies, and expert mentors. Young designer groups are composed of four to six domestic and foreign design-related undergraduate and graduate students. Through industry-academia collaboration, companies interested in new product development and branding will team up with young designers and expert mentors such as design experts or university professors in the field of product development and branding to showcase their results at the DDP Design Launching Fair (October 17~27), Korea's leading design business launching platform. The “Young Designer + Corporate Brand Exhibition” will host workshops, mentoring sessions, and training courses, and 14 teams will be selected through the first round of evaluations on July 19. On August 20, the final sharing sessions will be held where each team will make their final presentations on product development and the direction of their exhibitions. On September 6, the three best teams will be selected after the second round of evaluation to receive the Seoul Mayor's Award and scholarships. In addition, during the project development period, insights from experts in the field, as well as education on becoming a start-up, exhibitions and employment will be provided. Professional coordination to ensure smooth communication will also be supported.  The matching results and participant list of " Young Designer + Corporate Brand Exhibition" can be found here: (https://ddp.or.kr/?menuno=245&bbsno=1847&boardno=22&siteno=2&act=view&cates=11)