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Story-driven illustrator creating worlds for books & brands.
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Story-driven illustrator creating worlds for books & brands.
Cover image for I Think LALATOWN Is Growing
I Think LALATOWN Is Growing on Its Own Usually, my creative process is pretty simple. I paint first. Then I look at one tiny object in the painting and think, “Hmm… that little teapot deserves its own brush.” Five minutes later… “Well… if the teapot gets a brush, the chair shouldn’t feel left out.” Then the lantern joins. Then the bakery sign. Then the flower pot. Then the tiny cat. Before I know it… I’ve made another brush set. Apparently, this is how LALATOWN operates. And honestly? I’m not complaining. A few months ago, I had no idea making Procreate brushes would become one of my favorite parts of being an illustrator. I really thought, “Maybe a few people will like these.” Instead… something much sweeter happened. I have regular customers now. … Wait. Did I really just write that? Yes. I have regular customers. I’m trying very hard to act like a responsible adult… but every time someone comes back for another brush set… I quietly celebrate. (Okay… not that quietly.) Life has been complicated lately. Some chapters are heavier than others. Sometimes you wonder if you’re moving forward at all. And then… a bright little piece of news quietly appears. Someone discovers my shop. Someone comes back. Someone leaves a kind review. One person even told me that my shop immediately caught their eye. I don’t think they realized how much that sentence meant to me. Sometimes a single kind sentence shows up exactly when you need it. So yes… life can be messy. But it also has a funny habit of leaving little gifts along the way. Lately, I’ve been noticing those gifts more often. Somewhere along the way, another thought started growing. What if LALATOWN doesn’t stop with one painting? What if one painting becomes twenty? Then fifty. Maybe one day… one hundred. Not because I planned it that way. Just because every story seems to invite another one. And one neighborhood somehow keeps leading to another. Then one morning… Bukchon quietly raised its hand. “Excuse me…” “My turn?” … Oh. Right. Bukchon. The last Korean neighborhood painting I created already had people walking toward Bukchon. Looking back… I think I already knew where I was going. Bukchon has always been one of my favorite places in Seoul. Not because it’s famous. Because it’s filled with my own memories. My sister spent time there. My nephew lived nearby when he was little. We wandered those streets together. We ate kalguksu. Stopped for patbingsu. Peeked into little shops full of handmade treasures. And somehow… I never came home with just one tiny souvenir. It was always… “Well… this keyring is cute.” “Oh, and this hair clip.” “Ooooh… look at this little ornament.” You know how that goes. Last year I went back to Korea. Guess what? I was so busy… I never even made it to Bukchon. So I made a decision. If I can’t visit the Bukchon I love just yet… I’ll paint the Bukchon that’s been living inside my memories. Not an exact copy. Not a travel guide. My Bukchon. LALATOWN Bukchon. This time, I decided to flip my process upside down. Usually I paint first… and make brushes afterward. This time… I’m making all the tiny treasures first. Traditional ornaments. Beautiful earrings. Hanbok embroidery. Shop signs. Lanterns. Decorative patterns. Little everyday objects that quietly tell stories. Because I realized something. Sometimes a neighborhood isn’t remembered because of the buildings. It’s remembered because of the tiny details that make you stop and smile. So… welcome to LALATOWN Bukchon. This is where tiny Korean objects become neighbors. Where little memories quietly become illustrations. And where one small detail somehow always inspires another. I have a feeling this neighborhood is going to grow for a very long time. And honestly… I can’t wait to see who moves in next. 
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Cover image for Lala All the Way
I made
Lala All the Way I made this staircase about ten years ago. To be honest, I still don’t think of it as art. At the time, we simply did not have the money to replace everything that was old, worn out, or falling apart. So I did what I always did. I fixed it myself. And I loved it. I loved looking at something tired and forgotten and imagining what it could become. Back then, I did a lot of projects around the house. I painted things. I repaired things. I covered things with paper and glue. I transformed old cabinets, mirrors, tables, chairs, and whatever else I could get my hands on. Looking back now, I realize that my Craft Design background never really left me. It just found a different place to live. Instead of galleries, it lived in staircases. Instead of canvases, it lived in old furniture. Instead of expensive materials, it lived in leftover paint, scraps of paper, and things that other people might have thrown away. I have always loved upcycling. I love giving something a second chance. I love finding beauty where nobody is looking. I have lived in this house for almost thirty years, and I will be leaving it soon. Not every memory here is a good one. But when I look at this staircase, I remember the version of myself who was excited to make something with her own hands. The version of myself who could spend hours with paper, glue, paint, and a new idea. That is the memory I want to keep. And I have a feeling I am not done yet. Who knows how many old chairs, forgotten tables, worn-out cabinets, and strange little treasures I will rescue in the future? I am actually excited about it. I will keep sharing them here. Because that is what LALATOWN is. LALATOWN is not about pretending everything is perfect. It is about finding something worth keeping, even when life gets messy. And somehow turning it into a story. Welcome to the neighborhood. — Hyungjoo Kim Caretaker of LALATOWN Studio
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Cover image for Lucky Days and Little Signs
A
Lucky Days and Little Signs A LALATOWN Auspicious Calendar I created this calendar last summer and, to be honest, I never really shared the story behind it. Some people may see it as superstition. Some may see it as tradition. Others may see it as a form of spiritual belief. For me, it is simply a small piece of the world I grew up in. I was born and raised in Korea in the 1970s, 80s, and 90s. Back then, paying attention to auspicious days was completely ordinary. People checked calendars before moving, getting married, signing important contracts, starting a business, or taking a long journey. While modern life has changed many traditions, some traces still remain. Even today, moving companies often charge more on popular auspicious days, and many people still consult traditional calendars or fortune tellers before major life events. This calendar is not meant to tell anyone what to believe. It is simply a glimpse into an old Korean custom that has stayed with me throughout my life. In this calendar, the green dots mark auspicious days. These are considered favorable days for important beginnings, travel, celebrations, agreements, and new ventures. The red letters indicate a direction to be mindful of on that particular day. Traditionally, people would avoid disturbing the land, digging, nailing, major construction, or beginning significant activities in those directions. Some people interpret this spiritually. Others see it as folklore. I see it as a form of ancestral wisdom and a reminder to move through life with a little more awareness. Over the years, I have occasionally adjusted travel dates or postponed certain plans simply because it gave me peace of mind. Whether or not you believe in it is entirely up to you. I simply wanted to share a small piece of the culture and traditions that shaped me. I will be sharing the July calendar soon, along with a few family stories connected to these old customs and beliefs. Thank you for being a little superstitious with me today.
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Stay calm but stay sharp.
Stay calm but stay sharp.
Embedded Systems Developer
Embedded Systems Developer
Pioneering AI/Data/Software engineering lead— Builder/solver
Pioneering AI/Data/Software engineering lead— Builder/solver