hyuna nam
(02) Business DesignHomeware
2025




A homeware brand inspired by the ethos of Korean living heritage is designed to enrich well-being while caring for the environment. The name, Bburee- meaning “root” in Korean- reflects the founders’ immigrant identity and commitment to nature-oriented materials. Bburee aims to invite authentic Korean essence into contemporary living spaces.


How it started?Bburee was born out of a desire to introduce traditional Korean rituals to the U.S. market. Alongside four immigrant friends, we created a brand centered around "roots" (뿌리) as our core identity, with the goal of blending Korean lifestyle wisdom and natural materials into modern home products. Our first product, the Room & Linen Spray, is inspired by the rich history and natural elements of Korean culture.




 What is my main role?As the core operator of the brand, I am responsible for overseeing the brand's daily operations, product development, and marketing strategies. From conceptualizing ideas to creating growth plans, I handle the full spectrum of activities that drive Bburee's success. During my academic course, I applied strategic frameworks and business strategies to refine and expand the project, positioning it for future growth.





Application of the course at SCAD
Under the teaching of Professor Michael Keany in the LEAD 746 course, Entrepreneurship Principles, the project incorporates a problem-solution-opportunity framework. This approach has shaped the way we identify market needs, design our products, and explore growth opportunities in the homeware space.




 How was the brand introduced to the market?Bburee was introduced to the public through a pop-up activation in collaboration with Heimat, a wellness-focused community space in New York. This event served as an initial go-to-market campaign designed to build awareness and communicate the brand story in a real-world setting.

I initiated the collaboration through cold outreach and coordinated directly with Heimat’s marketing team to align on event direction, scheduling, and execution details. I also managed influencer communication and product gifting logistics to extend the campaign’s reach beyond the physical event.

The activation functioned as both a brand introduction and a live marketing test — allowing us to observe audience reactions, refine messaging, and understand how Bburee resonates within a community-driven environment.



















©Hyuna Nam 2026