Seoul is introducing a new collection of lifestyle merchandise inspired by Korea’s traditional sauna culture, combining everyday wellness with the city’s branding and design.
The “Seoul Sauna Series” went on sale on August 22, featuring seven products designed around the idea of ending the day with rest and self-care.
The collection incorporates the Seoul My Soul brand, the city’s Haechi & Soul Friends mascot, and the 2026 Seoul Color, Morning Yellow.
The lineup includes an exfoliating bath towel, facial mask pack, travel pouch, recycled shopping bag, face towel, gua sha massage tool, and shoe charm.
The products will be available individually or as three themed gift sets priced between 30,000 won and 150,000 won, offering savings of up to 20% compared with purchasing the items separately.
The collection was created to reflect changing lifestyle trends in which visiting saunas, skincare routines, and relaxation have become an important part of daily life for both residents and visitors.
The city also said the series supports its broader nighttime economy strategy by highlighting not only evening attractions such as festivals and night views, but also quieter experiences centered on relaxation and recovery.
The Seoul Sauna Series will be available at Seoul Gallery in City Hall, the DDP Design Store, the DDP online store, and through Kakao Gift.
Customers purchasing any of the gift sets will also receive a reusable Seoul My Soul shopping bag while supplies last.
