What Makes Small Brands So Appealing?

When we want to get to know someone better, we often ask about their favorite brands. The brands a person likes can reveal their personality, values, and even their life direction. While big names like Nike and Muji are still popular, there's a growing trend of people favoring small brands. As the idea that "the brands we choose represent us" spreads, people are increasingly seeking out the unique stories and values of distinctive small brands.

So, what makes small brands so appealing?

Originality

Small brands often start from the founder's personal reflections and tastes rather than following trends. This means the founder's originality and personality are deeply embedded in the brand. People are drawn to the founder's thoughts, individuality, and talent, and they connect with the brand on a deeper level. As brands grow larger, they can become impersonal and detached, but small brands maintain their uniqueness by directly interacting with their customers.

Social Impact

The popularity of small brands has also risen due to increased awareness of environmental and climate issues. The idea that "consumption reflects your beliefs and values" is spreading, leading many people to consider a brand's social impact. Brands that care about the planet and produce eco-friendly products, adhere to ethical production methods, and uphold social responsibility are becoming more popular.

In short, people are turning to small brands because they offer something special – a unique touch and a sense of responsibility that resonates with modern values. Let’s see popular small brands in Korea for now.

DEINET (다이닛)

DEINET is a brand created by Kim Dain, the former CEO of 'Matin Kim,' which has a strong following among Generation Z. Because of this, it garnered significant attention right from its launch.

SENNOK (센녹)

SENNOK is a beauty brand that sells perfumes and body care products. It's renowned for its sincere dedication to the concept of "bathing." For instance, it incorporates the visual of a Korean-style bathhouse into its package design. The brand has received acclaim for capturing the clean, refreshing scent of soap that one associates with bathing.

Ref. Cheil magazine, Careet