TRUNK(HOTEL) CAT STREET, the flagship property of TRUNK in Shibuya, has officially announced a collaboration with NOLO! Seoul, South Korea’s lifestyle collective redefining the boundaries between culture, design, and hospitality. The partnership represents a forward-thinking exchange between Tokyo and Seoul, two cities at the forefront of Asia’s creative and cultural renaissance.
A Meeting of Shared Philosophies
Since its opening, TRUNK(HOTEL) CAT STREET has become a cultural hub where design, community, and sustainability converge — exemplifying a philosophy of “Socialising” that encourages guests to engage with the local community, savouring a meticulously curated hospitality experience.
In parallel, NOLO! Seoul’s earned reputation, represents a multi-dimensional platform, blending art, fashion, gastronomy, and subcultural currents, conceptualised to resonate deeply with Seoul’s creative class.
At their core, both brands share a vision of hospitality that extends beyond conventional service. Their collaboration goes beyond co-branding, reflecting a shared belief in cultural exchange shaping lifestyle and travel. Together, they offer experiences that showcase Tokyo and Seoul while promoting meaningful cross-border dialogue.
Collaborative Experiences
The TRUNK(HOTEL) CAT STREET x NOLO! Seoul partnership will roll out a series of initiatives designed to engage both travellers and local communities. These include:
- Culinary Collaborations – Chef-led dining experiences that showcase flavours from both Tokyo and Seoul, reinterpreted through contemporary techniques.
- Cultural Activations – Art, fashion, and design showcases that embody the dynamic spirit of both cities’ creative scenes.
- Community Engagement – Workshops, talks, and gatherings that highlight the brands’ shared commitment to sustainability and cultural storytelling.
Through these initiatives, the collaboration aims to provide a holistic, multi-sensory experience that transcends traditional hospitality models.
Leadership Perspective
NOLO! Founders
“We’ve been seeing more and more people choose what they eat and drink based on how it makes them feel,” says Jinou Park, co-founder of NOLO! “That’s why we’re so excited to bring our drinks to Tokyo — they’re all about bold flavour with real benefits, and we hope they’ll get people talking.”
For NOLO! — the initiative is equally significant, as the partnership with TRUNK(HOTEL) CAT STREET is a lucrative opportunity to showcase Seoul’s cultural vibrancy on an international stage.
Setting a New Benchmark in Hospitality
The hospitality sector is undergoing a fundamental shift, as guests today seek more than just comfort — they want connection, authenticity, and the rapport of cultural depth. This collaboration therefore, addresses that demand by offering immersive experiences, localised, and forward-thinking. By combining TRUNK’s boutique hospitality expertise with NOLO!’s creative vision, the partnership sets a new standard for cross-cultural collaborations. It shows how hotels can become cultural platforms, offering guests enriching experiences in art, cuisine, and community.
Looking Ahead
The TRUNK(HOTEL) CAT STREET x NOLO! Seoul partnership is a reflection of a long-term dialogue between two cities that play extensive roles in influencing Asia’s cultural landscape. As the collaboration evolves, guests can look forward to innovative experiences that highlight the synergies between Tokyo and Seoul, reinforcing both cities’ positions as global centres of creativity.
