Hallyu (Korean Wave) — Tradition Reinterpreted Through Hypermodernity
Creativity in Action Brief
I’m happy to share a new Creativity in Action Brief inspired by the aesthetics of the Hallyu (Korean Wave), based on our Design Rewind article Hallyu: The Unstoppable Rise of the Korean Wave 🇰🇷✨
In this brief, we explore how traditional Korean aesthetic principles — pure formality, naturalistic simplicity, symbolic decoration, and playful spontaneity — continue to inform today’s design. Widely known for its simplicity, elegance, and functionality, Korean style follows a “less is more” mindset, where meaning is carried through restraint rather than excess.
Inside the brief, you’ll find:
An overview of key aesthetic principles behind Korean design
Visual cues and language to recognise and work with Hallyu aesthetics
A practical, hands-on exercise to help you adapt these principles to your own creative or brand work
