Immerse Into The Hanguk is a rebranding project transforming a shopping mall in Malaysia into a vibrant ‘Little Korean Town’. Inspired by the Korean culture, traditions, arts, seasonal culture, and modern lifestyle, Immerse Into The Hanguk’s mission are to create a cultural hub spot that bridges tradition and modern lifestyle through storytelling, design, and interactive experiences; making the Korean culture much more accessible and engaging for the target audiences. More than just a rebranding, the conceptual of Immerse Into The Hanguk are to create an immersive cultural experience, that as well blending modern technologies such as Augmented-Reality with traditional Korean elements. Through this design and positioning, it offers the target audiences a holistic journey into the shopping mall, while still feels both authentically with the Korean culture and contemporary.