In September of this year, the cover star of TIME Asia was South Korea’s newly inaugurated president, Lee Jae-myung. Illuminated by soft lighting, the glasses on his nose outline simple lines; devoid of luxury branding, they instead stand out for their slender, rounded metallic texture. Unlike many political leaders who favor established luxury eyewear brands, these glasses come from the local Korean brand, VYCOZ. A quick search for public photos of President Lee reveals that this BAON model has accompanied him through significant events, including his inauguration, the United Nations General Assembly, the APEC summit, and meetings with U.S. President Trump, making it his “official choice.”
VYCOZ is founded on the exquisite craftsmanship of “Made in Korea,” and its products are not only popular domestically but also exported to over 20 countries, including the United States, Germany, and Australia. The brand employs a screwless structural design and minimalist aesthetics, seeking a delicate balance between functionality and visual quality. By eliminating redundant elements, the design itself becomes the focal point. This design philosophy resonates perfectly with President Lee’s pragmatic, precise, and rigorous approach to governance.
The BAON model features a gentle round contour that adds warmth to the authoritative demeanor of political figures; it is neither ostentatious nor subtle, striking a strong presence through its stable quality. This provides a perfect balance between the solemnity required in formal settings and the relatability perceived by the public. The BAON is a style from VYCOZ’s popular MAXWIRE series, crafted from high-quality titanium, making it exceptionally lightweight and comfortable to wear without burden.
The president’s choice is not merely a matter of stylistic preference; it serves as a visual symbol of trust. VYCOZ embodies the local pride of “Korean design” while also achieving a reputation for exceptional functionality and aesthetics through minimalist aesthetics and solid craftsmanship. It meets the comfort demands of everyday wear while maintaining the gravitas required in international settings. This quality of “internal and external harmony” undoubtedly makes it President Lee’s choice of trust.
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