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LU’U DAN  MSG Capsule Collection

@luudan_official
The MSG Capsule Collection reclaims a symbol once shaped by stigma and reinterprets it within the LU’U DAN universe. Standing for Most Selected Goods, the capsule reframes MSG as a bold cultural statement. The concept draws from Japanese MSG packaging language as well as Chinese sales banner and pamphlet visual language, translating these graphic cues into the brand’s visual narrative and storytelling.
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Art Directed by Seokheon Kim
Graphic by  Seokheon Kim Digital Design
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LU’U DAN2025