Only a few global luxury brands promote Korean culture. Similar to how European brands have used European mythologies for their designs, the luxury scarf brand ‘Uhwa’ was born with the inspiration of Korean fairy tales. The two prime fairytales, the starting of ‘Uhwa,’ are the ‘Tales of Zara’ and the ‘Angel and a Woodpecker.’ The bright and bold colors featured in Korean traditional fashion are one of the key elements of what makes ‘Uhwa’ alluring.