Traditional Korean wrapping cloth 'bojagi' wins over younger generations

A noticeable change has emerged among the gift sets flooding the market around Chuseok holidays: a sharp increase in traditional "bojagi" wrapping. From trendy coffee brands and fruit-filled rice cakes popular among the MZ Generation — a term encompassing Millennials and Generation Z — to renowned dessert shops, a growing range of fashionable products is being wrapped in bojagi, a traditional Korean wrapping cloth. Gone is the dated look of the gold-colored satin cloth that once accompanied holiday gift sets. Instead, a variety of materials and contemporary color palettes have helped shed the cloth's old-fashioned image. Bojagi refers to a square piece of fabric used to wrap, store or transport items. At a time when bags, plastic packaging and cardboard boxes were uncommon, bojagi was an essential household item. But as Korea modernized, it seemed destined to become a relic of the past. More recently, it was largely reserved for formal occasions, such as weddings and holiday gift-giving, thanks to its symbolism of conveying good fortune. The resurgence of bojagi wrapping is largely