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2025.01.09
RESEARCH

Korean Traditional "Nubi" Bags: Why "pionunnal" Is Gaining Support from Moms

#pionunnal
#Nubi
#伝統
#生地
#Korea
#Bag
#ペアレンツバッグ
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*The text-to-speech feature is generated by AI,
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Since its establishment in 2019, the brand "pionunnal" has rapidly grown into a brand that people describe as "unattainable," despite being sold exclusively online through word of mouth.
The washable bags made from Korea's traditional fabric, "Nubi," have gained immense popularity as parents’ bags. During a pop-up event held at Isetan Shinjuku during the COVID-19 pandemic, the line for these bags extended outside the building. They sold a week's worth of stock in just three days, marking the highest attendance for a pop-up in Isetan's history—a record yet to be broken.
What accounts for this level of support? We spoke with the founder, Geum-Seon Cha (車琴仙), to understand the charm of Nubi and the brand's commitment.
PROFILE
CHA KUMSON
CHA KUMSON

pionunnal
CEO/Director

The Interesting Functionality of Nubi that Changes with Stitch Width

So, what exactly is the traditional Korean fabric "Nubi"?
Nubi is a quilt that has been passed down in Korea. Originally, quilting originated in Mongolia, and over time it divided into Eastern and Western styles, each evolving its own unique cultures. For example, Hawaiian quilts are said to have come from Europe.
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