Self-led project for the International Busan Design Awards.

Leemoson is an e-commerce platform that connects friendly local fishers & sellers with customers. I focused on encompassing the unique culture of local Korean markets within the UI and interfaces of the app.

Leemoson Market

The comfort of neighborhood markets in a disconnected world

Leemoson bridges the gap between traditional Korean market culture and modern convenience, creating a digital platform that connects customers with local Busan markets while preserving the authentic spirit of Korean marketplace traditions.

As e-commerce continues to dominate grocery shopping, Leemoson serves as a cultural lifeline, making local market shopping accessible without forgetting the unique warmth that defines Korean markets.

UI Design with a human touch

The design thoughtfully incorporates visual elements that celebrate Korean market culture - from the friendly "auntie"(“Leemo” in Korean) mascot that embodies the caring nature of market vendors, to patterns featuring octopuses and umbrellas commonly found in seafood markets.

By implementing transparent pricing and vendor comparison features alongside authentic Busan dialect, Leemoson transforms digital grocery shopping into an experience that honors tradition while embracing innovation.