Korean culture has found admirers across the world, but few have dedicated themselves to preserving and sharing its traditions quite like Nariman Talal Salama. As the founder of Hanbok Nary, the first brand devoted to Korean Hanbok in Egypt and the Middle East, she has transformed her passion for traditional Korean attire into a remarkable journey of cultural exchange. In this exclusive conversation with The Korea Times Xpress, she shares how Hanbok became a bridge connecting Korea and Egypt, the challenges of introducing Korean heritage abroad, and her vision for the future.
Please introduce yourself and tell us the story behind Hanbok Nary. What was the inspiration behind it?
My name is Nariman Talal Salama, the founder and director of Hanbok Nary, the first brand dedicated to Korean Hanbok in Egypt and the Middle East.
I graduated from Ain Shams University with a degree in Business Administration and from the K-Influencer Academy. I am also the first Egyptian and Arab designer in the Middle East to specialize deeply in traditional Korean clothing and transform it into a cultural bridge between Egypt and Korea.
Throughout my journey, I became the first Arab fashion designer to create a Hanbok design as a gift for the First Lady of South Korea, Mrs. Kim Keon Hee, and personally present it to her during her visit to Egypt in 2022. I was also honored to receive a signed gift from the President of South Korea and the First Lady.
My interest in Korean culture and Hanbok studies began eleven years ago. The idea of Hanbok Nary itself was born in 2020 during the COVID-19 pandemic. After years of passion for Korean culture and studying Hanbok, I was fascinated by its elegance, symbolism, and artistic beauty. I wanted to introduce this beautiful part of Korean heritage to Egypt and the Arab world.
What began as a personal passion gradually grew into a cultural mission dedicated to bringing Egypt and Korea closer together through traditional clothing.
What drew you to Korean culture and the beauty of Hanbok?
What first attracted me to Korean culture was how many values it shares with Egyptian culture, including respect, family bonds, traditions, and a strong sense of community. As I learned more, I discovered Hanbok and fell in love with its graceful designs, vibrant colors, and the stories hidden behind every detail. Hanbok is much more than clothing; it is history, philosophy, and art woven together into one garment. Every color, embroidery pattern, and silhouette reflects Korean identity and values, and every design carries its own unique story.
Introducing traditional Korean clothing in Egypt is a unique journey. How did people initially respond to Hanbok, and how has the response changed over time?
In the beginning, many Egyptians had never heard of Hanbok, and some people confused it with other traditional Asian clothing. This required a great deal of cultural education and awareness about Hanbok’s unique identity and history. However, this challenge made the journey even more enjoyable. Through cultural events, exhibitions, and workshops, I introduced people to Hanbok and gave them opportunities to experience wearing it themselves. Over time, the response became increasingly positive. Today, many people recognize Hanbok through Korean dramas, K-pop, and cultural festivals. Interest in Korean culture has grown significantly, and more young people, families, and cultural institutions are eager to experience Korea through Hanbok.
Hanbok carries centuries of Korean cultural history. How do you introduce its history and meaning to people who are discovering it for the first time?
When introducing Hanbok, I explain that it reflects Korea’s history, social values, and aesthetics that have evolved over centuries. Because Egypt also has a rich and ancient civilization, Egyptians are often very interested in learning about Korean history as well. I enjoy explaining the meanings behind traditional colors, embroidery patterns, and the different styles worn during ceremonies and historical periods. Royal families, nobles, and commoners all had different styles of Hanbok, and this makes Hanbok a fascinating world filled with beautiful details and stories. I strongly believe that storytelling is one of the best ways to introduce culture. Once people understand the stories behind Hanbok, they begin to appreciate it on a much deeper level.
How do you keep the traditional beauty of Hanbok while making it appealing to a modern audience?
My goal has always been to preserve the traditional spirit and beauty of Hanbok while adapting it to modern lifestyles and making it suitable for Egyptian society. I maintain its essential silhouette and cultural identity while introducing fabrics, colors, and designs that are more practical for everyday life. Today, modern Hanbok has become an excellent way to introduce younger generations to Korean culture because it can be worn comfortably in universities, workplaces, and daily activities, while traditional Hanbok remains perfect for ceremonies and special occasions. This balance helps people outside Korea connect with Hanbok more naturally while preserving its authenticity and heritage.
Are there any interesting similarities you have discovered between Korean and Egyptian traditions—whether in cultural values, craftsmanship, or even clothing?
Yes, I have discovered many beautiful similarities between Korea and Egypt. Both cultures place great importance on family, hospitality, respect for elders, and preserving traditions. There are also similarities in the appreciation of craftsmanship, embroidery, ceremonial clothing, and handmade details. Both civilizations possess rich histories and take pride in passing their cultural heritage from one generation to the next.
Is there a memorable moment from your journey with Hanbok Nary that you would like to share with our readers?
One of the most unforgettable moments in my journey was designing a Hanbok gift for the First Lady of South Korea and personally presenting it to her during our meeting in Egypt in 2022. Meeting her face-to-face, speaking with her, and receiving a gift from her was an incredibly proud and emotional moment for me, both as a designer and as someone dedicated to cultural exchange. Moments like these remind me that culture has the power to connect people beyond language and geographical borders.
Have you faced any challenges in building a Korean cultural brand outside Korea? If yes, what have those experiences taught you that you would like to share with us?
Yes, I have faced many challenges, including difficulties in sourcing certain materials and introducing a traditional Korean product to a completely different market and cultural environment. However, these experiences taught me patience, perseverance, and the importance of cultural education. Building cultural bridges requires dedication and continuity, but the impact it creates makes every challenge worthwhile.
There is incredible global interest in Korean culture today. What role do you think Hanbok can play in helping people understand Korea more deeply?
Hanbok gives people the opportunity to understand Korea beyond entertainment and popular culture. Through Hanbok, people can discover Korean history, values, aesthetics, and philosophy. Wearing Hanbok creates a personal cultural experience that encourages curiosity and learning, transforming history into something people can see, touch, and experience for themselves.
What are your future hopes for Hanbok Nary? How do you plan to expand your work or create more opportunities for cultural exchange between Korea and Egypt?
My dream is for Hanbok Nary to become a leading platform for Korean cultural exchange in the Middle East and Africa. I hope to expand our collections, organize more exhibitions and workshops, and collaborate with Korean and Egyptian institutions to create educational and cultural programs that connect Korean and Egyptian fashion traditions. Ultimately, I hope Hanbok Nary will continue building bridges of friendship, understanding, and mutual respect between Korea and Egypt for future generations.
Nariman Talal Salama’s journey demonstrates how traditional clothing can become a powerful symbol of cultural understanding. Through Hanbok Nary, she continues to strengthen the bond between Korea and Egypt by introducing the beauty, history, and values of Hanbok to new audiences. Her story is a reminder that genuine cultural exchange begins with curiosity, respect, and a shared appreciation for heritage.
Interview by The Korea Times Xpress