Turning Travel into Everyday Life: Round Around’s Local Collaboration Strategy Succeeds
Creatrip Team
7 months ago
Lifestyle brand Round Around is turning travel memories into daily experiences by creating long-term local collaborations that become part of its brand identity. Rather than one-off souvenirs, the brand interprets regional scents, atmospheres and natural elements as lifestyle products — for example, a Jeju collection using tangerine and cheonggyul (green citrus) fragrances across 13 limited items like cedar clean spray, scented sachets, hand creams, lip balms, shower balls and umbrellas. A prior Jeju line of moisturizing hand cream and lip balm proved popular. In Gangneung, Round Around partnered with specialty coffee brand Terarosa to make six region-themed items including a coffee-and-pine body scrub and opened a dedicated “local zone” in a store, with the collaboration topping opening-day sales. The company aims for sustainable, brand-integrated local projects that boost both its identity and regional tourism. This approach matches the “live like a local” travel trend and appeals to foreign visitors seeking unique, meaningful keepsakes that capture a place’s vibe.
