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A bag is a daily article carried in one`s hand or on one`s shoulder for things as well as a fashion item. The functions of a bag were derived to include portability, decorativeness, brand identity, message commu-nicability and cultural identity. Souvenir bags sold at a gallery or a museum are goods to maximize the cul-tural identity of a bag based on national emblems, exhibitions and characters as design motifs. Based on the typological analysis of souvenir bags showing cultural identity, this study developed a design with a motif of Hanbok from Korean traditional cultural content to develop a tote bag design that reveals Korean cultu ?ral identity. Under a traditional Hanbok motif colors, sizes and patterns were reinterpreted in a modern perspective. For such a research purpose, 8 kinds of tote bags were developed. A tote bag design that reflects Korean cultural identity will contribute to raising the potential to develop cultural goods that are modern, popular and differentiated in the global market.

The Cultural Identity Found in Tote Bags as a Cultural Product and the a Development of a Design -Focused on Hanbok Motifs-