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Seoul turns 2026 color ‘Morning Yellow’ into everyday fashion, lifestyle goods
A three-piece set of Seoul Color hand towels / Seoul Metropolitan Government
By Lee Kyung-min
Seoul is bringing its official city color into daily life with a new line of products that stretches from stationery and fashion accessories to eco-friendly home goods, turning a branding campaign into a citywide lifestyle push.
The Seoul Metropolitan Government said Tuesday that it is launching 13 products inspired by “Morning Yellow,” the city’s designated color for 2026, through partnerships with 11 companies including Noroo Paint, KCC, LG Chem and Monami.
The color, unveiled in December 2025, was drawn from the yellow glow of Seoul’s morning sunlight and follows previous city colors Sky Coral and Green Aurora.
City officials said the project was designed to make Seoul’s visual identity more visible in residents’ everyday routines through commonly used items such as towels, hats, bags and pens.
Noroo Paint and KCC released standardized paint products and color books featuring Morning Yellow, allowing the color to be applied consistently across public spaces and consumer products.
A promotional “Color Sound” video produced by Noroo Paint, combining imagery and sound inspired by Morning Yellow, surpassed 1 million cumulative views on social media platforms including Instagram and YouTube as of May, the city said.
LG Chem collaborated with artist Ha Ji-hoon on an eco-friendly “Morning Yellow Soban” table made from recycled plastic materials, which has been placed at the outdoor reading space along Cheonggye Stream known as “Cheonggye Reading Stream.”
Fashion brands also joined the campaign.
Art Impact’s brand Blueorb released pleated bags and pouches made with recycled materials, while designer Chung Chung Lee’s fashion label LIE launched logo-stitched ball caps in Morning Yellow.
Monami introduced a special edition of its signature “153 Premium Pen” using the city’s official color.
The products will be sold sequentially at the DDP Design Store and through participating brands’ online stores.
This article was published with the assistance of generative AI and edited by The Korea Times.