Reimagining Hangeul typography through Munja-do for contemporary fashion

Korea’s dynamic popular culture has substantially influenced global creative industries. Interest in the Korean alphabet, Hangeul, has grown globally; however, its application in fashion design remains limited. This study uncovers fashion design applications of Hangeul-based Munja-do in global fashion, drawing on the perspectives of culturally diverse groups and Minhwa (Korean folk painting) specialists to guide adaptations. Two interview studies included focus groups with international participants and in-depth interviews with Minhwa artists to identify effective approaches and key considerations for adapting this tradition to contemporary contexts. Three findings emerged: (1) Hangeul effectively communicates a design's cultural origin; (2) Munja-do's symbolic meanings are essential to its adaptation; and (3) challenges such as anachronistic symbolism and homophones require careful consideration. This study supports establishing theoretical foundations for integrating Hangeul typography with Munja-do in fashion design and highlights Hangeul-based Munja-do's potential as a culturally meaningful design resource linking traditional heritage with contemporary fashion practices.