SEOUL — October 15, 2025. The heart of Seoul is pulsing with creativity once again as Dongdaemun Design Plaza (DDP) plays host to Seoul Design Week 2025, one of Asia’s most anticipated design festivals. Running from October 15 to 26, the event transforms the city into a celebration of design through exhibitions, conferences, markets, and citizen-driven programs.
Under the theme “Design, Designer, Design Life,” this year’s edition explores how design, through the lens of the designer, influences personal lifestyles, industry innovation, and urban culture. The event continues its mission to bring design closer to citizens while connecting creative communities and the business sector.
DDP Design Fair: Design as Lifestyle
At the center of the celebration is the DDP Design Fair, held from October 15 to 19. Partnering with lifestyle platform 29CM, part of the MUSINSA Group, this year’s fair features 70 brands renowned for their strong design identity and lifestyle sensibility.
Moving beyond the traditional trade-show format, the fair reimagines visitors as “life designers.” Exhibitions are curated around four lifestyle archetypes — Maximalists, Rest Enthusiasts, Tranquil Gourmets, and Romantic Pragmatists — allowing guests to experience brands that resonate with their own personal aesthetics.
Among the participating names are PINCA, a home-fabric brand nurtured by the Seoul Design Startup Center; Eyayea & Friends, a social-media favorite known for its artisanal olive oils; Sabre, a design-driven tableware brand; and Sixty Seconds, a bedding label based on sleep science. Together, they highlight the evolving relationship between design, comfort, and identity.
Nurturing Young Designers and Exploring AI
A Young Designers Special Exhibition brings together 19 university design teams in collaboration with major corporations such as Nongshim and LG Electronics to present innovative design solutions.
The Design Conference, held on October 17–18, links this year’s theme to the era of Artificial Intelligence, inviting discussions on how AI is redefining creativity, process, and aesthetics in contemporary design.
Design Everywhere: From DDP to the Streets of Seoul
Beyond DDP, design will spill into every corner of the city. Over two weekends, the Design Market will animate the DDP outdoor plaza with vintage clothing, design goods, and local food vendors, bringing together creators and citizens in a vibrant atmosphere.
Participating brands such as Eyayea & Friends and Clio Design Studio will create interactive photo zones, while pop-up stores from Dr. Forhair and Long Black will host community events and giveaways.
Meanwhile, 150 “Seoul Design Spots” — selected locations representing the city’s design DNA — will be revealed. The list includes spaces where:
- Foreign visitors can experience Seoul’s unique design culture,
- Students can engage with design learning, and
- Designers can find fresh inspiration.
A stamp tour event, organized with the design-space platform Heypop, will encourage visitors to explore these creative hubs throughout the city.
“A Stage for K-Design to Inspire the World”
“Seoul Design Week is a celebration of the city’s refined aesthetics and the global potential of K-Design,” organizers said.
“This year’s event, in particular, embraces emerging themes such as AI, sustainability, and lifestyle innovation — shaping the future direction of design in Seoul and beyond.”
SALLY LEE
US ASIA JOURNAL
