Product Brand 'sorekara' Expands to South Korea, Joins 'HLDYS' — New Lifestyle Store by Seoul-Based Creative Studio Weekends Inc.

The product brand 'sorekara' (operated by SATORU UTASHIRO DESIGN, led by Satoru Utashiro) announces its participation in 'HLDYS (Holidays)', a new lifestyle curation store launching in Seoul in June 2026 by Weekends Inc., a rising creative studio in Seoul, South Korea, known for its extensive work with global brands and major IT companies such as Nintendo, Disney, and NAVER.

Following its global expansion with Taiwan's high-end design distributor 'THEM', this partnership marks sorekara’s strategic entry into the Korean market, aiming to spread its unique philosophy of time — embodied in its product 'Atto, Nanitsu. (How Many Days Until...)' — from Korean soil.

sorekara | HLDYS Brand Partnership Announcement

Philosophy Behind 'HLDYS' and the Collaboration

'HLDYS' is a lifestyle curator store launching in Seoul in June 2026 under the concept of 'Day off the ordinary. On to better things.', led by Weekends Inc. The store aims to transform everyday moments — the tools we unconsciously touch, use, and place around us — into calm, rich, and exciting experiences akin to holidays.

Aligned with this vision, HLDYS curates independent European ateliers known for craftsmanship and material integrity, free from fleeting trends, including CLINQ and LORENZI MILANO.

sorekara’s product 'Atto, Nanitsu.' — a weekly calendar watch that marks your personal seven-day cycle — shares a deep resonance with HLDYS’s pursuit of 'richness in time', making this partnership a natural evolution.

Philosophy of HLDYS

'Atto, Nanitsu.' | sorekara

Lifestyle Trends in Korea and the Value of 'sorekara'

Seongsu-dong (Seongsu), Seoul, is currently the epicenter of dynamic cultural sensibilities. In recent years, a quiet movement has emerged in Korea, shifting away from fast, trend-driven consumption toward valuing objects that are beautiful, seamlessly integrate into living spaces, and grow more meaningful over time.

For individuals who seek essential richness in their lifestyles with a unique aesthetic sense — rather than simply chasing trends — sorekara’s proposition of transforming passive, routine days into a series of intentional weekly rhythms deeply resonates.

Future Plans

Starting mid-June 2026, 'Atto, Nanitsu.' will first launch via official online channels and 'Naver Smart Store'. Following this, through Weekends Inc.’s expertise in pop-up-driven IMC (Integrated Marketing Communication) campaigns, offline experiential activations will be rolled out, progressing toward a permanent retail space in Seoul.

About Weekends Inc.

Based in Seongsu, Seoul, Weekends Inc. is a creative studio with in-house ART and PLAN teams. It handles end-to-end creative projects — from graphic design and spatial planning to pop-up-led integrated campaigns. The studio serves top-tier clients including NAVER, NINTENDO, DISNEY, RIOT GAMES, STARBUCKS, and AMOREPACIFIC, positioning itself as one of Seoul’s most innovative creative collectives.

Official website: https://www.weekends.co.kr/ Instagram: https://www.instagram.com/weekends_inc

About sorekara

'Sorekara' (meaning 'and then') is a conjunction used when one event follows another — a signal of change, where actions and narratives shift. The brand 'sorekara' aims to create products that spark subtle but meaningful changes in behavior and emotion, enriching personal stories. It focuses on emotionally resonant products that inspire excitement in ownership, display, and gifting — going beyond mere functional value.

Its first product, 'Atto, Nanitsu.', is a weekly calendar watch designed to transform passive daily routines into a series of intentional, structured weeks, intensifying the value of time.

Official website: https://sorekara-brand.com/ Instagram: https://www.instagram.com/sorekara_brand/

By rotating your important day to the 12 o'clock position, the watch counts down 'How Many Days Until...' that day.

Available in two colors: SHIRO (white) and KURO (black).

Inquiries:

sorekara

Director: Satoru Utashiro (SATORU UTASHIRO DESIGN)

Location: Tokyo, Japan