Seoul turns 2026 color ‘Morning Yellow’ into everyday fashion, lifestyle goods

“Seoul is bringing its official city color into daily life with a new line of products that stretches from stationery and fashion accessories to eco-friendly home goods, turning a branding campaign into a citywide lifestyle push. The Seoul Metropolitan Government said Tuesday that it is launching 13 products inspired by “Morning Yellow,” the city’s designated color for 2026, through partnerships with 11 companies including Noroo Paint, KCC, LG Chem and Monami. The color, unveiled in December 2025, was drawn from the yellow glow of Seoul’s morning sunlight and follows previous city colors Sky Coral and Green Aurora. City officials said the project was designed to make Seoul’s visual identity more visible in residents’ everyday routines through commonly used items such as towels, hats, bags and pens. Noroo Paint and KCC released standardized paint products and color books featuring Morning Yellow, allowing the color to be applied consistently across public spaces and consumer products. A promotional “Color Sound” video produced by Noroo Paint, combining imagery and sound insp

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