Seoul unveils 13 products featuring city's official 'Morning Yellow' color

The Seoul Metropolitan Government unveiled a new lineup of consumer goods featuring the city’s signature color, “Morning Yellow,” across household items, fashion accessories and stationery products.

“A total of 13 products will be launched,” the city said on Tuesday. “They were created in collaboration with 11 companies, including LG Chem, Noroo Paint & Coatings and Monami, and feature Seoul’s official color for 2026.”

The city selected an orangey coral as its signature color this year — the city’s third official color, following “Sky Coral” in 2024 and “Green Aurora” in 2025.

The shade was inspired by the yellow glow of morning sunlight signaling the start of the day for Seoul residents, according to the city.

Noroo Paint and KCC released standardized Morning Yellow paints and color books to create consistent guidelines for the color’s use in public spaces and consumer products.

Noroo Paint also produced a “Color Sound” video that conveys Morning Yellow through imagery and sound. The video has surpassed 1 million cumulative views on Instagram and YouTube, and it is also being displayed on digital billboards and signs.

LG Chem collaborated with artist Ha Ji-hoon to create a Morning Yellow-colored soban, or traditional Korean small table, made from recycled plastic. The product is currently on display at the outdoor library area — called “Reading by the Clear Stream” — along Cheonggye Stream in central Seoul.

To decorate everyday living spaces in Morning Yellow, the towel brand Remy-J introduced hand and face towel sets. The Pots Company, which operates the plant brand Sunday Planet 47, also launched two hanging pot products.

Fashion accessories, including bags, hats and wallets, are also part of the collaboration.

Art Impact, the operator of the sustainable lifestyle brand BlueOrb, released Morning Yellow-colored bags and pouches made from recycled materials. The designer brand LIE introduced a logo-stitched ball cap in the color, and bag and wallet brand Kesylang unveiled a card wallet made with traditional Korean hanji, or mulberry paper, leather inspired by the patterns of a traditional half-door chest.

In the stationery category, the upcycling brand Renuers introduced a recycled plastic key ring inspired by Mount Namsan, and another upcycling brand, Pig Lab, launched a Morning Yellow version of its snail-shaped utility knife made from discarded wood.

Monami will release a “153 Premium Pen” version of its signature 153 series featuring Seoul’s official color. 

The products will be available on a rolling basis at the DDP Design Store in Jung District, central Seoul, as well as through each brand’s online store.

The city plans to expand future collaborations into additional sectors, including sunscreen products.

“The official colors are designed to capture the city’s vibrant atmosphere and charm in everyday products and spaces so that citizens can naturally experience Seoul’s unique aesthetic,” said Choi In-kyu, Seoul’s design policy director general. “We will continue expanding collaborations so that people can become more familiar with Seoul colors in their daily lives.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.

BY MOON HEE-CHUL [kim.jiye@joongang.co.kr]