GLEAF, a contemporary lifestyle brand rooted in traditional Korean gold leaf craft, received strong positive feedback at the 2025 Strong Small Business “SangSaeng ON” Expo. The brand introduced its signature items—including gold leaf sachets, auspicious-symbol keyrings, and small home décor pieces—captivating both domestic visitors and international attendees with its unique reinterpretation of heritage craft.
Reimagining Korean Gold Leaf for Modern Lifestyle Use
GLEAF is dedicated to bringing the value of Korean traditional gold leaf (Geumbak) craft into everyday life. By applying hand-hammered gold leaf onto familiar items such as keyrings, hair accessories, and interior objects, the brand transforms what may seem like a traditional or unfamiliar material into something approachable, meaningful, and stylish.
For the expo, the GLEAF booth displayed the message:
“Bringing Korean Auspiciousness into Everyday Life – GLEAF, the Traditional Gold Leaf Lifestyle Brand”
Although terms like auspicious symbols, traditional gold leaf, and Obang colors may be new to some visitors, most quickly understood the brand’s concept once they heard a simple explanation:
“A modern lifestyle brand that applies auspicious Korean motifs in gold leaf onto accessories and daily goods.”
Gold Leaf Sachets & Auspicious Keyrings: The Best-Selling Lineup
At the 2025 SangSaeng ON Expo, GLEAF presented a curated selection of its best-selling items:
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Traditional Motif Gold Leaf Sachets
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Auspicious Gold Leaf Keyrings
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Small interior accessories and decorative objects
The Hinoki wood-chip gold leaf sachets gained particularly strong interest. Visitors praised them as “perfect meaningful gifts” combining scent, cultural symbolism, and refined craftsmanship.
One question repeatedly asked throughout the event was:
“Is this real gold?”
GLEAF proudly shared the story behind its process:
“Yes. Our products use authentic Korean gold leaf, hand-hammered using traditional techniques that date back to the Joseon Dynasty. Gold leaf is applied onto wooden stamps using natural adhesive, then meticulously pressed with a hammer to achieve its delicate finish.”
This explanation often led visitors to examine the products more closely, expressing surprise at the level of detail and beauty inherent in true handcrafted gold leaf.
A Valuable Testbed: Real Consumer Insights from the Field
For GLEAF, the expo served not only as a sales venue but also as a testbed for understanding consumer responses. Observing real-time reactions offered insights difficult to obtain through online data alone:
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Which fragrance of gold leaf sachet attracts longest engagement
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Which colors and motifs on keyrings resonate most
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How consumers interpret the idea of “traditional Korean craft”
Many visitors remarked:
“This isn’t just a decorative item. It feels like a gift with a story.”
“Perfect for foreign friends visiting Korea—beautiful and meaningful.”
Such feedback reassured the brand that its original direction—story-driven lifestyle goods rooted in heritage craft—continues to resonate.
Redefining “Strong Small Business” Through Craft and Persistence
The brand shared that standing under the title “Strong Small Business” initially felt daunting. However, conversations with customers and fellow participants at the expo reshaped its meaning. Strength, they realized, lies not in scale or resources, but in:
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Preserving tradition with sincerity
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Maintaining craftsmanship in a fast-paced market
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Moving forward steadily, day by day
GLEAF’s mission to reinterpret ancient gold leaf craft into modern forms—sachets, keyrings, and lifestyle objects—plays a small but meaningful role in continuing Korea’s cultural heritage.
Carrying Good Energy into Everyday Life
Returning from the expo, GLEAF reflected that it received far more encouragement than it brought:
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Warm messages of support
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Visitors who listened attentively to the brand story
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Customers who said, “I hope this brand continues for a long time”
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International attendees who enthusiastically purchased multiple products
These experiences serve as powerful fuel for the brand’s continued growth.
Going forward, GLEAF plans to refine its best-selling gold leaf sachet and auspicious keyring collections, strengthen online and offline engagement, and expand its presence as a leading Korean cultural lifestyle brand.
About GLEAF
GLEAF is a Korean lifestyle brand that reinterprets traditional gold leaf craft through modern design. Applying hand-crafted gold leaf onto everyday items—such as sachets, keyrings, hair accessories, and décor objects—GLEAF aims to bring the auspicious symbolism of Korean cultural motifs into daily life.
The brand philosophy is simple yet profound:
