Seoul Cult stands out by challenging the city’s polished image. It started as a response to the superficial aspects of urban life and has grown into a cultural statement.

Originally a critique of political issues, Seoul Cult now spans graphic apparel, zines, stickers, and music. It’s all about staying real and authentic in a world that often feels fake.

The brand focuses on themes like mortality and existential despair, reflecting the tougher side of city life. Seoul Cult reveals the darker aspects that lie beneath Seoul’s plastic surface.

Overall, it’s not just about being different; it’s about staying true to a message that resonates with those who question societal norms. Seoul Cult is here to make a statement and keep things genuine in an increasingly artificial world.

Could you introduce yourself and give us a short introduction into what Seoul Cult is?

Seoul Cult is the ongoing project centred around creating graphic shirts, zines, stickers, and music. It originated in 2019 with a few screen-printed t-shirts and has been evolving ever since. Reflecting its name, all aspects of the project are rooted in my hometown of Seoul, Korea.

What sparked the idea to launch Seoul Cult, and what inspired you to start it?

The name literally means “a cult devoted to the city of Seoul” and may also refer to “a Seoul-based cult”. Either way, Seoul Cult initially started out as a sort of a “fuck you” to a local politician who falsely yet avidly believed Seoul to be a culturally advanced global hotspot.

Seoul Cult has defined themes that vary from death, rejection of god and love, gore and others. Where do you draw inspiration from?

While many claim that inspiration can be found everywhere, I personally disagree. Instead, I draw inspiration from 90s black metal and erotic novels. Additionally, my childhood memories from growing up in Sydney and Frankfurt serve as significant sources of inspiration, albeit often blurred.

Are there any creators or artists who have left a mark on your artistic journey, and how have their works influenced your own creative vision?

The works of writers like Kaoru Dakamura, Hideyuki Kikuchi, Ryō Hara, and Joh Sasaki have deeply influenced me. Regardless of what I'm creating, my primary aim is always to tell a compelling story, convey a message, and make a statement. While I may not claim to have a fully formed creative vision yet, literature continually broadens my perspective and keeps me focused on my goals.

What is Seoul city as seen through Seoul Cult’s eyes?

Seoul, to me, is a pavilion built on sand. On the surface, it’s all glossy, fancy, loud and new. But take even a little peek inside, you’ll find harsh and spiteful vibes/sentiments lurking like landmines. It’s never a healthy energy you get in this city, and it’s simply miraculous how anything still functions. I wouldn’t at all be surprised if this city came to a collapse tomorrow.

Seoul Cult doesn’t produce only articles of clothing but also a monthly published zine known as “Global Trend”, could you tell us more about it, from inspiration to drawing to production?

In all honesty, many of the illustrations featured in Global Trend are ones that didn't quite make the cut for t-shirts. Nevertheless, I approach the zine series as a standalone project, one that I hold in high regard, if not the highest. The zines aren't meticulously crafted or carefully planned out; it's all raw expression. I sketch on scrap paper with a mechanical pencil and rely on my phone to capture the images since I lack an image scanner.

Keeping things simple is key for me: each zine consists of 20 pages, including the cover, and is presented in black and white with saddle stitching. I'm not aiming to produce high-end art books; instead, I prioritise efficiency and affordability in the production process.

Do you think Seoul Cult attracts a specific crowd? How would you define them?

While I can't be certain due to my limited interaction with the outside world, mostly confined to close, long-time friends, if there were indeed a particular audience drawn to my work, I speculate it would likely consist of individuals who resist being pigeonholed by societal norms or labels imposed by others.

What are the key values that Seoul Cult aims to convey through its clothing collections?

Be extra kind and generous to loved ones because the world is fucked and humanity is corrupt.

Any future projects that you would like to work on or are planned for Seoul Cult?

In the past, I've utilized Seoul Cult as a platform to release music albums created by my close friends, and I'm eager to continue this practice in the future. Additionally, I'm currently immersed in a dungeon synth project that I aim to finalize within the year.

Finally, how do you envision the legacy of Seoul Cult and what mark do you hope it leaves on the world?

Legacy is a big word for me. I’d like to be remembered as a humble and faithful follower of conspiracy theories.

Seoul Cult: Haunting Hymns in a City of Nightmares