On the 11th, Matin Kim, a brand invested in by Korea's leading brand incubator, Hakko House, announced the launch of the second phase of its customer-participation challenge, ‘Matin X’.

The ‘Matin X’ campaign is a participatory project designed to showcase Matin Kim styles directly presented by customers. The campaign video, released through the official SNS last June, recorded approximately 4.5 million cumulative views. It saw explosive participation with domestic and international customers actively sharing content expressing their styles in various ways, leading to an earlier-than-expected conclusion.

In response to the enthusiastic reaction and support from customers, Matin Kim announced the planning of the second phase of the Matin X campaign. This campaign will run for 14 days from August 11 to 24. To participate, post style content wearing Matin Kim products on Instagram and tag the official brand account and the ‘Matin X’ hashtag.

Benefits have also been prepared for participating customers. The first 5,000 participants to verify their participation will receive a limited edition ‘Matin X Limited String Bag’. Detailed information about the campaign can be found on the brand's official website and Instagram.

The second phase of the campaign is characterized by a broader range of customer engagement. Additionally, it will be held at the Shibuya store in Japan for four days from August 21 to 24, following the Obon holiday (a traditional Japanese holiday).

Moreover, Matin Kim has expanded its scope to offline experiences by installing ‘Matin X’ photo frames in eight stores nationwide, including the Seongsu flagship store, Myeongdong, Dosan, The Hyundai Seoul, The Hyundai Daegu, and Lotte Department Store Main Branch, offering hands-on spaces for customer participation.

A Matin Kim representative stated, “This Matin X campaign has been prepared with richer content and benefits to allow participation from both domestic and international customers. We are very much looking forward to seeing the diverse Matin Kim styles expressed directly by customers, as with the previous campaign.”