Three points
1. Launched in 2020. A street-level store renovated from a Korean traditional house opened.
2.In addition to cutlery, there are also tableware, lighting fixtures, and antique art pieces on display.
3. The founder studied in Japan and collaborated with Japanese craftsmen.
Innovation in traditional beauty: A flagship store for a cutlery brand renovated from a traditional Korean house
K-POP, Korean dramas, cosmetics... Korean culture is sweeping the world, but Bae Yong-hee, who ran an import goods store in Songdo, Incheon, wondered, "Every country has a lot of great brands that incorporate their own country's traditions. But what about Korea?"
So in 2020, he launched HORANG, first working with a craftsman from a long-established knife shop that had gone bankrupt to create knives. The cutlery he then made, using the same stainless steel, has now become his signature item. The design, which features a bulge at the bottom and can be placed on the table after use without getting dirty, has attracted attention for its functionality.
The first roadside store, which opened in Seochon, Seoul in February this year, is a space that embodies Bae's aesthetic sense. The phrase that came to mind was "검이불루 화이불치" (simple but not poor, gorgeous but not extravagant), an ancient proverb that symbolizes Korean beauty.
On the walls are records of readings by yangban writers, the ruling class during the Goryeo and Joseon dynasties. 
The classic Black Edition cutlery is available in various sets (starting at 35,000 won), and can be engraved with a name for free. 
Founder's bae. 
The counter was created by Korean artist Park Hong.
The 60-year-old hanok house has been renovated, and the flooring is in the shape of a square, as seen in traditional Korean architecture. Alongside antique artworks such as white porcelain from the Joseon Dynasty, there is lighting by Isamu Noguchi, a designer whom Bae greatly admires. The wallpaper was created by Kamisoe, a karakami paper artist from Nishijin, Kyoto, and the spatial design, which involves Japanese creators, is also fascinating.
Bae actually studied visual design at Nihon University College of Art. "Our motto is 'making sculptures for the everyday' because we wanted to carry on Noguchi's spirit. We want to pass on the excellent techniques of Korea and Japan to the next generation. We would be happy if this store can help with that."
