TRADITIONAL CRAFTS
Maedeup is the traditional Korean art of decorative knotting, creating by tying a single cord into intricate and symbolic patterns. This thousand-year-old expertise blends perfectly with contemporary design today.
Each accessory, from the braided knot to the bag charm, tells a story of luck and refinement. More than just an object, these creations bring a touch of poetry and tradition to elevate everyday style with simplicity and elegance.
술술 SULSUL
story behind the brand
Founded in 2016 and officially established in 2020, Sulsul aims to preserve tradition while making it modern, accessible, and meaningful. Through workshops, cultural events, and educational content, the brand brings Korean heritage to life in a way that people can easily experience and enjoy. Sulsul has grown into a recognized name in cultural education, collaborating with artists, participating in major cultural projects, and even working alongside K-pop groups like ATEEZ, bridging tradition with contemporary culture. As the CEO explains, Sulsul is not just about traditional crafts, it represents a bridge between cultures, connecting the value of Korean heritage with people around the world.
SulSul's signature norigae
Crafted using traditional Korean knotting techniques combined with SulSul's own modern design, this norigae symbolizes happiness and harmony. The point knot — known as the "baby chick knot" — carries the meaning of overcoming hardships, making it a perfect everyday protective talisman to keep for yourself or gift to someone special. Finished with a hand-crafted brand logo and decorative tassel for an added touch of elegance. Unlike traditional hanbok accessories, this versatile piece can be used as a bag charm, fashion accessory, hair accessory, and more.
A norigae crafted using a traditional butterfly knot
The butterfly knot symbolizes transformation and new beginnings, and carries the meaning of longevity. Depending on how it is tied, it is called a "female butterfly" (upright) or "male butterfly" (inverted) — when two butterflies appear together, it represents marital harmony. Due to its vibrant and feminine aesthetic, this pattern was traditionally favored and worn by women. (Source: Naver Knowledge Encyclopedia — Traditional Korean Knotting)
This mini norigae incorporates Korea's traditional coral color, adding a sense of elegance and freshness. Perfect as an everyday decorative charm or a fashion statement piece.
A brooch crafted using a traditional dragonfly knot
The dragonfly symbolizes change and success, making this a meaningful and thoughtful gift. Featuring an adorable dragonfly shape with colorful thread wrapped around its tail as a charming accent. Can be worn as a brooch or used as a decorative accent on bags and other accessories.
A knotting DIY kit to make your own wish bracelet using the Hapjang knot
Named after the shape of two palms pressed together — "Hapjang," a Buddhist term — this knot carries the meaning of prayer and heartfelt wishes. The kit includes three types of thread: Hapjang knot wish bracelet thread, practice thread, and Oidorae knot string bracelet thread. Wearable as an everyday accessory, and pairs beautifully when layered with other string bracelets for a stylish stacked look.
SulSul's signature norigae
Crafted using traditional Korean knotting techniques combined with SulSul's own modern design, this norigae symbolizes happiness and harmony. The point knot — known as the "baby chick knot" — carries the meaning of overcoming hardships, making it a perfect everyday protective talisman to keep for yourself or gift to someone special. Finished with a hand-crafted brand logo and decorative tassel for an added touch of elegance. Unlike traditional hanbok accessories, this versatile piece can be used as a bag charm, fashion accessory, hair accessory, and more.
A norigae crafted using a traditional butterfly knot
The butterfly knot symbolizes transformation and new beginnings, and carries the meaning of longevity. Depending on how it is tied, it is called a "female butterfly" (upright) or "male butterfly" (inverted) — when two butterflies appear together, it represents marital harmony. Due to its vibrant and feminine aesthetic, this pattern was traditionally favored and worn by women. (Source: Naver Knowledge Encyclopedia — Traditional Korean Knotting)
This mini norigae incorporates Korea's traditional coral color, adding a sense of elegance and freshness. Perfect as an everyday decorative charm or a fashion statement piece.
A brooch crafted using a traditional dragonfly knot
The dragonfly symbolizes change and success, making this a meaningful and thoughtful gift. Featuring an adorable dragonfly shape with colorful thread wrapped around its tail as a charming accent. Can be worn as a brooch or used as a decorative accent on bags and other accessories.
A knotting DIY kit to make your own wish bracelet using the Hapjang knot
Named after the shape of two palms pressed together — "Hapjang," a Buddhist term — this knot carries the meaning of prayer and heartfelt wishes. The kit includes three types of thread: Hapjang knot wish bracelet thread, practice thread, and Oidorae knot string bracelet thread. Wearable as an everyday accessory, and pairs beautifully when layered with other string bracelets for a stylish stacked look.
DAEBAK
SULSUL is daebak
SULSUL is daebak
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SULSUL is daebak
The SulSul Box brings together traditional Korean craftsmanship and modern design through a curated selection of unique accessories.
What’s Inside:
- Two beautifully crafted norigae, each with its own style, symbolizing harmony, protection, and new beginnings.
- A delicate dragonfly brooch representing change and success.
- A DIY bracelet kit that lets you create your own meaningful piece using traditional knotting techniques.
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Collab Box
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