Years ago, after returning to Seoul for the first time, a seed was planted—a desire to share Korean culture with Sweden. Over time, it blossomed into the concept for my business, My Seoul and My Soul—a name with a double meaning.

We want our webshop to convey the feeling of walking through the vivid and crowded streets of Seoul and to capture its unique blend of the ancient and modern. In our shop you can find traditional items such as jewelry boxes, handmade ceramics and hanboks along with our modern opposite items such as K-pop merch and K-beauty – a balance like um & yang.