Unlikely Seoul souvenir becomes next big trend on Japanese social media

A sleek cap featuring Seoul’s official logo has become an unlikely viral sensation in Japan, racking up millions of social media views and turning municipal merchandise into a sought-after fashion statement. A Japanese user posted a photo of herself wearing the Seoul My Soul Belt Cap on Sept. 7. The post recorded 2.7 million views, 32,000 likes, 7,900 reposts and 9,300 bookmarks without any paid advertising or promotions, according to the Seoul Metropolitan Government. The cap, released Sept. 3 through a collaboration between Seoul’s SEOUL MY SOUL city brand and traditional fashion brand ONGO, combines modern headwear with details inspired by Korean traditional knotwork. Seoul said the post’s popularity in Japan has also generated interest in Korea, illustrating how products built around local designs can spread beyond their intended market through social media. The city government on Wednesday released its first Seoul Goods Top 10 ranking based on international shoppers’ purchases across online and offline sales channels this year. The analysis found that consumers in their 20s a