Seoul’s landmarks, colors and cultural identity are becoming selling points for small businesses, with city-backed merchandise generating more than 114 million won ($84,000) in sales in the first half of 2026. Seoul Design Foundation said Monday that 90 small businesses and small and medium-sized enterprises selected through its first Seoul Brand Goods Commercialization Contest recorded combined sales of 114.74 million won from February through June. The initiative helps businesses incorporate Seoul’s city branding and landmarks, including the “Seoul, My Soul” identity and Dongdaemun Design Plaza, into products, while offering opportunities to reach customers through retail stores and pop-up shops. Twenty-seven participating businesses, including magnet maker Magumagu and bag brand Ashe, generated 13.76 million won in sales during a three-week pop-up at DDP Design Store, the foundation said. Interest in the program has continued to grow, with 155 businesses submitting 237 product proposals for the second contest, held from Aug. 24 to Sept. 20, according to the foundation. A total