Launched by Project 109 in South Korea in 2005 and internationally the following year, Chicaloca was given the Korean Character Award by the country’s Culture Ministry in 2006 & 2008. This brand represents an independent, fun-loving, sexy and chic attitude that embodies the lifestyle of the modern urban woman that teens and young women aspire to. The style guide has over 300 striking and diverse images, covering styles including boho-chic, glamour, rock and more. The main categories in development are apparel, fashion accessories, digital content and health & beauty.