Luielle – How We Geek Out on Hats in Korea

Last Updated on May 24, 2021 8:23 pm by Jeffrey Powers

While in South Korea for MIK 2019, the group at Aving.net invited us to Luielle – a hat company based in Korea. We toured the Seoul campus, learned about some famous hats they have made, and even made our own hats.

About Luielle (LuielleMall.com)

The company’s main campus is actually in Jeonju-si, but they have an outlet in Seoul, South Korea. This store features many versions of head ware, including hats that have been in TV and movies.

First floor is the hat store, with many hats you can try on, and ultimately purchase. Second floor was the production area, where they not only make the hats, but also hold some of their most famous designs. This includes hats made for TV and movies, along with specialty hats.

Hat designer Shirly Chun took us on a full tour of their production area. The company makes three labels of hat – Modiste Shirly, Luielle Premium, and Luielle Black.

Korean Hats are for Posture

CEO Cho Hyun Chong sat down with us to talk the history of the hat. Did you know that Korean hats were made with the same diameter? Even students wore a specific hat that would not cover the head.

“Just like a model that sets books on their heads, these hats are meant to keep one’s posture upright.”

Cho Hyun Chong, with translation by Dane

Chong believes that hat wearing is a lost art. In Korea, hats can show of prestige and fashion.

Making Our Own Luielle Hat

During the event, we created our own hats with the direction of the Luielle staff. We didn’t mold the hats, but we got to decorate a standard Panama hat with ribbon, and flair.

Overall, it was a fun time to check out the great hats, and hang with the other bloggers. Check out the video from Aving.net, along with Xynyi Soh’s post on Luielle.

Other bloggers and reporters came from Le Cafe du Geek (France), Yesky (China), Vietnam Plus (Vietnam), My Fat Pocket (Singapore), and ????????? ?????? (Russia) to make their own hats.