Ham Eun-jung Debuts Euneun Brand in Indonesia

Jakarta (ANTARA) - South Korean singer and actress Ham Eun-jung has chosen Indonesia as the first country to introduce her handbag brand, Euneun, before launching it in her home country, South Korea.

“This brand has not yet been officially introduced in Korea. However, I am able to introduce it for the first time at the LAKON fashion show,” said Ham Eun-jung at a press conference for LAKON Indonesia x Euneun in Jakarta on Wednesday.

Ham said the decision was driven by her desire to build Euneun as a brand that can be embraced by women across various countries and cultures.

The T-ara member explained that Euneun was born of her desire to create handbags that do not merely follow trends, but feature designs that endure across time.

“I don’t want to simply follow trends, but rather to create bags that never go out of style and whose beauty shines ever more brightly as time passes,” she said.

In the collaboration, Euneun handbags complemented the presentation of LAKON Indonesia’s latest collection, titled “Harsa”, at the JF3 Fashion Festival.

Ham noted that Euneun and LAKON share a common philosophy, as both place craftsmanship and the skills of artisans at the heart of their creations.

“Even though our countries and languages differ, the value of enduring beauty is something we share. That is the common ground between Euneun and LAKON,” she said.

She also expressed her interest in expanding the collaboration with LAKON in the future, including launching special edition Euneun handbags made with traditional fabrics from LAKON that will be sold exclusively in Indonesia.

“Going forward, if approved, a special collection or special handbag creations will be made that will only be available in Indonesia,” said Ham.