When Text loses Context
Hidden Kontext
Client
Passion Project
My Role
Concept / Idea / Copy & Art / Vibe Coding a Demo Model
When K-beauty goes global, Korean expressions like chok-chok
and taeng-taeng often become familiar English claims like “moisturized” and “bouncy.” The benefits make sense, but the feelings behind those Korean words can get lost in translation.
So instead of explaning K-beauty into English, I decided to work backwards. HIDDEN KONTEXT is a digital translator concept that reveals the Korean sensations behind familiar beauty claims. Scan an English term, discover its Korean expression, hear how it sounds, and watch it come to life through kinetic typography. Moisture gathers for chok-chok. Letters bounce back for taeng-taeng. Making the sensations lost in translation visible again.
Concept Video
On-Going Develop:
More Expression
We expanded Hidden Kontext’s vocabulary to capture everything from the language of skin texture and glow in K-Beauty to the subtle sensory and emotional nuances unique to Korean.
On-Going Develop:
Kinetic Typography
Through typography and kinetic motion,
we brought the textures, glow, translucency, and feel of K-Beauty skin to life with expressive, dynamic visuals.