Members of the Corea Image Communication Institute (CICI) pose during a tour ofCheyul's flagship store in Garosugil, Gangnam District, Seoul, Tuesday. Courtesy of CICI

The Corea Image Communication Institute (CICI) showcased the beauty of Korean tradition and craftsmanship through an event at the flagship store of traditional luxury handicraft brand Cheyul in Garosugil, Gangnam District, Tuesday evening.

CICI, a nonprofit organization dedicated to enhancing Korea's international presence, organizes a monthly event called the CQ Forum, with the two letters standing for culture and creativity quotient. This month's event highlighted Cheyul's dedication to promoting Korean heritage worldwide.

Choi Jung-wha, the founder and president of CICI, stated that the CQ Forum focuses on four themes: something to see, eat, enjoy, and talk about in Korea. She emphasized that Cheyul is the perfect choice to introduce to its members, who consist of distinguished foreigners in Korea.

"I want our members to 'feel Korea.' The status of Korea has been significantly elevated thanks to K-culture and the number of international visitors to Korea is ever increasing. I believe it is important to offer high-quality souvenirs that leave visitors with a good memory of Korea. Cheyul is a perfect example as many high-profile foreign guests have received Cheyul products as gifts," Choi explained her choice of Cheyul for this month's forum.

"The most important thing is to offer something that appeals to others, whether it's an object or a story that can be appreciated by people from all cultures. Cheyul achieves this by showcasing Korean tradition through modern, high-quality craft products."

Cheyul CEO Lee Jeong-eun speaks during a meeting with the members of the Corea Image Communication Institute (CICI) at the brand's flagship store in Garosugil, Gangnam District, Seoul, Tuesday. Korea Times photo by Choi Won-suk

Founded in 2008, Cheyul gained prominence in May 2022 when President Yoon Suk Yeol presented U.S. President Joe Biden with the brand's recreated traditional Korean floor desk with mother-of-pearl engraved patterns.

In addition to Biden, the brand's products are popular gifts for esteemed guests such as Saudi Crown Prince Mohammed bin Salman, LVMH Chairman Bernard Arnault and François Pinault of the Pinault Collection.

Cheyul's CEO Lee Jeong-eun gave a brief introduction of the brand as well as a tour of its flagship store, offering a glimpse into its signature products ranging from carefully hand-crafted wardrobes, medicine drawers, tea tables and jewelry boxes all adorned with mother-of-pearl and laquer, representing the pinnacle of Korean luxury.

During the tour, 36-year-old CEO emphasized that every luxury brand stems from the same spirit — the dedication of skilled craftsmen.

"Major luxury brands have an artisan spirit at their hearts, and the only difference between those brands and Cheyul is that they originated in the 19th century, while we come from the 21st century," said Lee. "This is why we prioritize quality over quantity, ensuring the best products possible with artisans I have personally selected."

Tuesday's event attracted some 20 CICI members, including ambassadors to Korea, corporate directors and CEOs.

Michela Linda Magri, director of the Italian Cultural Institute in Seoul, expressed appreciation for Korean craft, emphasizing the importance of promoting national traditions, and hoped for collaborative efforts between Korea and Italy in this regard.

"The tour was very inspiring. Promoting a nation's traditions, not just in art but every aspect of the culture, should be highly encouraged. I anticipate more initiatives like this, and advocate for expanded collaborative efforts to strengthen ties between our two nations," the director said.