Exploring Japanese Culture and Education with Guest Sol Hee-yoon in Nippori Seminar Podcast

The Journey of Sol Hee-yoon: Shaping a New Lifestyle Brand in South Korea

The Nippori Seminar, a podcast dedicated to exploring the intersections of career and culture, recently featured Sol Hee-yoon, the founder of the popular lifestyle brand SCOPE SEOUL. Hosted by the passionate team at LAMM, the program invites guests from varied backgrounds to share their insights, experiences, and stories that shape our understanding of society.

Sol Hee-yoon, born in 1985 in Seoul, South Korea, has always held a fascination for fashion and design, sparked at an early age by collecting Nike Air Max shoes. His journey began at Dongduk Women’s University, where he majored in fashion. During his studies, he ventured to Japan as an exchange student at Meikai University in Chiba, which deepened his appreciation for Japanese culture.

After graduating, Sol took his first steps in the business world at MUJI Korea Co., Ltd., where he worked closely with home goods. The experience ignited his passion for lifestyle products, leading him to explore new avenues. Later, he transitioned to a company that imported brands such as TOMS and Canada Goose, honing his skills as a merchandiser.

In 2014, at the age of 30, he launched SCOPE SEOUL, a brand that wasn't merely about selling products but was dedicated to promoting a lifestyle that resonated with a growing audience. At that time, South Korea lacked a significant variety of lifestyle brands that appealed to the modern consumer who valued aesthetic and practicality. Sol's vision of offering high-quality, stylish products for everyday living set SCOPE SEOUL apart.

SCOPE SEOUL began as a small venture, navigating the landscape of South Korea’s retail market while facing financial hardships. However, Sol's strategic partnerships and connections forged during the early days of the brand helped propel its growth. By actively sourcing distinctive items, including the then-unpopular enamel tableware brand, Crow Canyon Home, he became a trendsetter, introducing new products to consumers who were eager for modern designs.

As the brand grew, it expanded its offerings to include three distinct labels: ‘table’ for dishware, ‘everyday’ for apparel, and ‘atelier’ for lifestyle products. Each label showcases a unique aesthetic and caters to a specific market segment, enhancing the shopping experience.

At SCOPE SEOUL, the philosophy of