About us

Tradition, told for today

SULSUL is a traditional Korean culture, art and craft education company. We started in Seongsu-dong, by Seoul Forest, and we have been untying the Korean knot ever since — so that anyone can pick it up.

Brand story

Bringing tradition into daily life

SULSUL reinterprets traditional craft so that it becomes a culture anyone can enjoy — not something kept behind glass.

We take the meaning and the beauty of the Korean knot and work it in today’s language: through hands-on workshops, through objects small enough to live with, and through cultural projects with institutions and companies. The aim is simple — that tradition connects naturally to more people’s lives.

The name comes from sulsul, the Korean word for something that flows easily, comes undone without a fight, goes smoothly. It is also what a knot does when you know how to read it. That is the promise in the name: what looks tangled can be untied.

“By using traditional Korean elements in a clean and soft way, we make beauty that feels calm, natural, and easy to bring into everyday life.”

What we do

Three kinds of work, one thread

Education you can finish

Not a make-and-take craft hour, but a structured programme. Each class is designed so a complete beginner understands why a knot is tied that way — and walks out with a finished piece.

Objects for real life

Every product is knotted by hand in our Seoul studio — norigae, brooches, earrings, keyrings, bookmarks. Designed to sit on a coat or a tote as easily as on hanbok.

Cultural collaboration

We build programmes and collections with museums, schools, department stores, institutions and companies — in Korea, and now abroad.

Founder · CEO

Kang Soonjoo

The person who keeps turning what tradition could be into something you can actually do this afternoon.

Kang Soonjoo founded Sulsul Co., Ltd. and still teaches in the room herself — in Seoul, and in Zürich this autumn. Her work has been to take a craft that used to be passed down one apprentice at a time and rebuild it as a curriculum: sequenced, teachable, finishable.

That is the entrepreneurship at the centre of SULSUL. Not preserving a craft under glass, but giving it somewhere to keep living — in a classroom, on a jacket, in someone’s hands for the first time.

“I want tradition to be something you can hold, not something you look at behind glass.”

Business

Four arms of SULSUL

Each is named in Hangeul, set inside the square frame of our identity.

술술공작소

Atelier

Where the pieces are actually made. Every knot in the shop is tied here by hand.

술술연구소

Lab

Research and development — reading old techniques, then designing new forms and teaching methods from them.

술술기획단

Projects

Exhibitions, festivals and programmes built with institutions, schools and companies.

술술글로벌

Global

Taking the workshop abroad. Zürich, autumn 2026, is where this arm goes next.

Identity & IP

The line, the frame, the mark

Our identity takes the line and grain of traditional Korean structure and sets it in a clean square frame — the same logic as a knot: a fixed frame, a line that moves freely inside it. Logo, colour and design language all follow from that.

The designs we develop while reinterpreting the Korean knot are our own creative assets, and we protect them. Every piece you see here was designed and made by SULSUL.

“Originality, kept — because creation has a value worth defending.”

Where to find us

Seoul, and Zürich this autumn

Seoul · flagship

Seoul Forest, Seongsu-dong

Our studio and store sit inside Understand Avenue, next to Seoul Forest — the room where the workshops are taught and the pieces are made.

A08-2, Understand Avenue, 63 Wangsimni-ro,
Seongdong-gu, Seoul, Republic of Korea

Korean site →

Zürich · pop-up 2026

Akaraka, Bäckerstrasse 30

For three days this autumn the studio moves to Zürich — workshops by reservation, and the full product range to see and buy on the spot.

30 August · 6 September · 13 September 2026
Bäckerstrasse 30, 8004 Zürich

Book a workshop →

Work with us

Programmes, collections, collaborations

We build craft education programmes and product collections with museums, schools, retailers and companies. If you have something in mind, write to us — we answer every message.

Get in touch → See the products