A new interpretation of Korean goblin… “A friendly encounter between tradition and modernity”
Korea’s traditional guardian spirit, Goblin, appears as a warm and friendly friend. ‘Tarimongttang’ is a character brand that reinterprets the Korean goblin in a modern way, and will participate in the 23rd Seoul Design Festival to present cute goblin character products containing the colors and stories of Korean tradition.
At this festival, which will be held at COEX in Samseong-dong from the 13th to the 17th, Tarimongttang will approach visitors as a goblin character who conveys the beauty of tradition and at the same time shares warm hearts.
Tarimongttang has a story about a goblin transformed into a bundle that has been passed down 100 times and becomes a friendly friend to people living in modern society. The main character, Mr. Taribo, and other bundle goblins have special abilities to help people, and are especially loved by the public for their cute and attractive character designs with bundle knot-shaped ears and wisp-shaped tails.
The brand name ‘Tarimongttang’ means ‘all the goblins in a bundle are gathered together’ and aims to convey warm hearts along with the mystery that goblins possess. The focus is on breaking away from the symbols of Dokkaebi, which were confused with Japanese Oni during the Japanese colonial period, and reviving Korea’s unique Dokkaebi. The goblin characters in Tarimongttang are depicted as goblins without horns, creating a unique image of the ‘Korean goblin’, and convey a message of sympathy and comfort to modern people through the Instatoon serialized on Instagram.
In 2024, Tarimontang was recognized for its cultural value by being selected as an ‘Excellent Cultural Product’ by the Ministry of Culture, Sports and Tourism. This is the result of recognition of Tarimongttang’s originality and marketability as a cultural icon of Korea. Tarimongttang, which was granted the ‘K-RIBBON’ mark for its original content that combines the depth of Korean tradition and modern creativity, drew public favor through traditional materials such as bundles and dokkaebi, and created a friendly and friendly new ‘new’ that broke away from the weight of tradition. It conveys the image of ‘tradition’. Tarimongttang is expanding its global potential by opening stores in offline stores in major tourist destinations such as Seoul Gwangjang Market, Dongdaemun, and Insa-dong, gaining great popularity among foreign tourists.
At this Seoul Design Festival, Tarimongttang is also holding various events where you can feel the brand’s unique warm atmosphere. We have prepared a ‘Goblin’s Letter’ event where visitors can get closer to Mr. Taribo, and visitors who participate in the event can receive Mr. Taribo’s character balloon as a souvenir. In addition, the ‘Financial Luck Photo Zone’ provides a special experience to visitors by allowing them to take special commemorative photos containing the goblin’s good fortune.
Writers Hwang So-hyun and Kim Yu-ri said, “We want to convey the friendly charm of traditional goblins to modern people and help them establish themselves as modern people’s friends.” They added, “We are raising the temperature of the world through Tarimongttang, which embodies the warm affection and community love of Korea.” “I want to,” he said.
Meanwhile, Tarimongttang has been steadily expanding its contacts with the public by participating in various domestic exhibitions and events, and is conveying the warm and friendly daily lives of goblins through Instatoon, and is constantly communicating with the public with the brand’s unique sensibility. In addition, we are preparing to expand our brand by releasing plush toys and emoticons in the future, and are aiming to enter the overseas licensing business to convey Korea’s traditional sensibility not only in the domestic character market but also in the global market.
Choi Yong-seok, Donga.com reporter [email protected]
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What are the traditional roles of Korean goblins (Dokkaebi) in folklore?
Interview Between Time.news Editor and Expert on Korean Goblins
Time.news Editor (TNE): Welcome, Dr. Kim, and thank you for joining us today to discuss the fascinating reinterpretation of the Korean goblin, particularly through the lens of the Tarimongttang brand. To start off, could you explain the significance of goblins—known as Dokkaebi in Korea—in traditional Korean culture?
Dr. Kim: Thank you for having me! Goblins, or Dokkaebi, traditionally serve as both guardians and tricksters in Korean folklore. They embody a complex relationship with humans—sometimes mischievous, but often protective. This duality reflects the values and beliefs of the society that created these stories. They were believed to bring good fortune or mischief, adding layers to the cultural narrative.
TNE: Interesting! Now, Tarimongttang presents the goblin as a warm and friendly character in stark contrast to traditional portrayals. Why do you think this modern interpretation resonates with today’s audiences?
Dr. Kim: The shift towards a more friendly depiction of Dokkaebi aligns with current societal needs for positivity and comfort. In our fast-paced and often stressful modern lives, brands like Tarimongttang tap into the desire for familiarity and warmth. By presenting the goblin as a helper, they create a relatable character that fosters connection and emotional support.
TNE: That’s a great point. The character Mr. Taribo has his own story about transformation. Can you elaborate on how this narrative influences the perception of dokkaebi today?
Dr. Kim: Certainly! Mr. Taribo’s backstory symbolizes personal growth and the ability to adapt. By becoming a ”friendly friend” through his transformation, he conveys a message of companionship and community—qualities that are crucial for human interaction today. This narrative reinvention allows the audience to see goblins not as solitary figures but as integral parts of a supportive network, reflecting modern social dynamics.
TNE: Tarimongttang aims to break away from pre-existing misconceptions about dokkaebi, especially those influenced by the colonial period. How important is this cultural reclamation in shaping Korean identity today?
Dr. Kim: It is incredibly crucial. Reclaiming and redefining cultural symbols like dokkaebi contributes to the broader conversation about national identity and cultural heritage. By emphasizing the unique aspects of the Korean goblin and distilling it into a friendly and contemporary figure, Tarimongttang not only honors tradition but also asserts its importance in a globalized context—helping embody the evolving Korean identity.
TNE: The brand has gained recognition for its cultural value and marketability, which is quite impressive. How do you see this success influencing the future of cultural products in Korea?
Dr. Kim: The success of Tarimongttang can pave the way for greater exploration and commercialization of Korea’s cultural assets. As the brand branches into plush toys and emoticons, this presents an opportunity for various traditional elements to be reimagined and embraced by both domestic and international markets. It encourages other creators to innovate while respecting cultural roots, enriching the global understanding of Korean culture.
TNE: Lastly, what can we expect from the activities at the Seoul Design Festival, particularly in relation to visitor engagement?
Dr. Kim: The events, such as the “Goblin’s Letter” and the “Financial Luck Photo Zone,” provide immersive experiences that connect traditional tales with interactive fun. They encourage visitors to participate and engage, creating a personal connection with the character and, consequently, Korean culture. This hands-on approach helps demystify traditional narratives, making them accessible and enjoyable for all.
TNE: Thank you, Dr. Kim, for your insights! It’s clear that brands like Tarimongttang play a vital role in bridging tradition and modernity, showcasing the ever-evolving nature of cultural interpretation.
Dr. Kim: Thank you for having me! It’s been a pleasure discussing this exciting topic with you.