Sealy Bed announced on the 24th that it had won the Grand Prize in the Community Relations category at the 33rd Korea PR Awards. Hosted by the Korea Public Relations Association, the Korea PR Awards are an awards ceremony that recognizes companies and organizations that have demonstrated outstanding communication performance through a comprehensive evaluation of strategy, creativity, performance, and social impact.
The award-winning 'Local Artisans Weaving Time: Sealy X Korean Traditional Heritage Campaign' by Sealy Bed is a project that combines the brand's spirit of craftsmanship with the history and craftsmanship of Korean traditional culture. It was highly praised for contributing to the preservation of traditional culture and regional coexistence by reinterpreting local traditional cultural resources such as Naju indigo dyeing, Goesan hanji, and Andong cotton into a modern brand experience.
The campaign featured a variety of experiential programs and exhibitions, centered on collaborations with local artisans. At the Naju Saetgol Dyeing Festival, visitors were invited to dye their own pillowcases, and a pop-up store showcased mattresses and frames using traditional dyeing techniques. The brand experience was further expanded through product concept development in collaboration with Hanji artisans, Hanji craft classes, and consumer engagement programs with Andong cotton artisans.
These activities are evaluated as contributing to expanding interest in traditional culture and revitalizing the local economy. Furthermore, the Seongsu-dong pop-up store also strengthened communication with the younger generation. Through this, Sealy Bed has strengthened its brand identity beyond its technology-centric image, embracing tradition and time-based values.
Yoon Jong-hyo, CEO of Seal Korea, said of this award, “This is a recognition of our efforts to preserve traditional technologies and promote regional coexistence.”
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