Brand Story

Brand Story

  • The ‘K’ is a widely recognized symbol of Korea. The combined K with the 5 colours from the Korean traditional fabric is an expression of welcoming people from all over the world with open arms.
  • The 5 coloured dots above “friends” represent the voices of K-friends from all over the world who together support Korea.

The mascot of K-friends

  • Hojong

  • Mugo

  • Kawoo

Hojong is a tiger and represents a king from the Joseon dynasty that has come to modern Korea to become famous. Mugo and Kawoo, a bear and a magpie, are Hojong’s guard and escort.