Ham Eun-jung Debuts Euneun Brand in Indonesia

South Korean singer and actress Ham Eun-jung has chosen Indonesia as the first country to introduce her bag brand, Euneun, before launching it in her home country, South Korea. “The brand hasn’t been officially introduced in Korea yet. However, I was able to introduce it for the first time at the LAKON fashion show,” Ham said during the LAKON Indonesia x Euneun press conference in Jakarta on Wednesday. Ham said the decision was based on her desire to build Euneun as a brand that can be accepted by women across different countries and cultures. The T-ara member explained that Euneun was born from her desire to create bags that do not merely follow trends, but have designs that can stand the test of time. “I don’t want to just follow trends, but I want to create bags that are timeless and whose beauty shines even more as time goes by,” she said. In this collaboration, Euneun bags complemented the presentation of LAKON Indonesia’s latest collection titled “Harsa” at the JF3 Fashion Festival. Ham sees that Euneun and LAKON share a similar philosophy because both prioritise the expertise or skill values of artisans in producing a work. “Even though our countries and languages are different, the value of lasting beauty is something we share. That is the similarity between Euneun and LAKON,” she said. She also expressed interest in expanding the collaboration with LAKON in the future, including creating a special edition Euneun bag using traditional fabrics from LAKON that would only be marketed in Indonesia. “In the future, if it is approved, a special collection or works will be made that will only exist in Indonesia,” Ham said.