You are here

DU/LUCK Hangul Market

(Learn about Korean Alphabet through cooking)

Do/Luck is a design group found in the fall of 2013 by three graphic design students who attend Virginia Commonwealth University. Having pride and love towards their motherland, the Republic of Korea, Do/Luck specializes in research and design involving Hangul.


Do/Luck found themselves learning the importance and value of their first language going through many communicative obstacles in English. The passion and interest in Hangul came through longing to explore Korean Typography more in depth than the Roman alphabetical typography. This interest motivated the group to hold an exhibition spreading the word of Hangul’s great aesthetics and structural design. The first obstacle Do/Luck came to is that not everyone knew upon encountered ‘Hangul.’ In Korea, where Hangul is the first language, it is easier to attract more attention in its design aspects. However, exhibiting how Hangul is beautiful and physiologically driven to a person who does not know anything about Hangul will only become an exhibition for our own goods rather than asking for agreement or interest from the American audience. In order for Do/Luck’s exhibition

to be effective it is essential that visitors know how to read Korean. This motivated the group to teach the American audience how to read Hangul in a fun and easy way by hosting a Hangul Market.


Numerous linguists have praised hangul for its featural design, describing it as “remarkable”, “the most perfect phonetic system devised”, and “brilliant, so deliberately does it fit the language like a glove.” The principal reason Hangul has attracted

this praise is that the shapes of the letters are related to the features of the sounds they represent: the letters for consonants pronounced in the same place in the mouth are built on the same underlying shape.

In addition, vowels are made from vertical
or horizontal lines so that they are easily distinguishable from consonants. Hangul has a written record explaining the principles that went into its invention. Hangul is so easy and systematic that anyone can learn how to read it in just a few hours,

if you already know how to speak some Korean. If you are new to the Korean language, it might take a little longer. However, learning to read is so easy in Hangul.


In the United States, farmers’ market exist for people to sell local produce and goods to add on to the local community and culture. We want to use the idea of farmer’s market as our base to give the American audience a friendlier approach to learn about the excel- lence of Hangul and its educational facts.


The Hangul Market Exhibition’s goal does
not aim to teach the American audience
to learn perfectly how to read and write in hangul. The bigger picture for the group is to teach how hangul is different physiologically created based on human biological features and teach the systems of the structural aspect of Hangul. Do/Luck hopes to teach American audiences how to distinguish hangul from other alphabet. Currently Korean culture receiving more attention, Do/Luck wants to use this opportunity to teach about Korea and hangul and its excellence educational perspective. The group would also like to provide fun visual experiences for those interested in learning hangul. Learning a second language is a way to build influential power towards any nation that will also build and strengthen its cultural identity. A particular living in a foreign country is an opportunity for the group members to show pride in mother country.

To conclude this, Do Luck appreciates the attention and the time to review the proposal. The interest and passion towards Hangul had brought the group to come up with different ideas and execution to share the interest and knowledge with a bigger crowd. As students and designers just entering to the real professions we are still educating ourselves as well but strive to learn with our audience. We would appreciate your objective and professional input and feedback to our proposal as well as support.

Thank you.