oddBi: Korean Design Excellence Enters the Middle East Kids' Market

GWACHEON-SI, Republic of Korea – February 24, 2026 – A new wave of Korean culture is making its way to the Middle East, moving beyond screens and speakers into the realm of premium lifestyle goods. South Korean kids and family lifestyle brand oddBi has announced a strategic expansion across the United Arab Emirates and the wider region, a move bolstered by significant international acclaim for its signature product, the Hi Me Backpack.

The backpack recently secured two of the design world’s most coveted honors: the German Design Award 2026 and the Asia Design Prize 2026. This dual recognition has provided a powerful launchpad for the brand’s ambitions in a region with a rapidly growing appetite for high-quality, distinctive children's products. oddBi’s expansion signals a broader trend of 'K-Lifestyle' brands leveraging their reputation for innovation and quality to capture the attention of discerning global consumers.

A New Standard in Global Design

The foundation of oddBi's international push lies in its proven design excellence. The German Design Award, organized by the prestigious German Design Council, is a benchmark for innovation and quality in the global design industry. Winning an award here, among nearly 3,900 submissions from 57 countries for the 2026 cycle, places the Hi Me Backpack in an elite category of products recognized for their outstanding contribution to the design landscape.

Similarly, the Asia Design Prize has emerged as a leading platform celebrating creative energy and forward-thinking design from across the continent and beyond. For a product to win both awards in the same year is a rare and powerful endorsement, confirming that its appeal transcends cultural and geographical boundaries. This isn't the brand's first time in the spotlight; the backpack was also recognized with an Excellent Design (GD) award in the 2024 Good Design Awards, demonstrating a consistent commitment to superior product development.

This award-winning design is married to a philosophy of real-world practicality. The Hi Me Backpack is crafted from eco-friendly recycled PET fabric with a unique glitter-coated finish that resists scratches and stains. Its features are tailored to the needs of modern families, incorporating thermal insulation in side pockets, a non-slip chest belt for comfort, and a thoughtfully organized interior. However, the brand’s key differentiator is its “make-it-mine” experience, which allows children to personalize their bags with a range of accessories, fostering a sense of ownership and creativity.

Targeting a Booming Premium Market

oddBi’s strategic focus on the UAE and the greater Gulf Cooperation Council (GCC) is a calculated move to tap into one of the world's most dynamic markets for premium children's goods. The Middle East’s luxury kids' market is projected to reach an estimated USD 3,608.20 million by 2032, growing at a robust compound annual growth rate of 6.3%. The UAE alone boasts a luxury designer kidswear retail market valued at approximately USD 1.2 billion.

This explosive growth is driven by a confluence of factors. A young and growing population, coupled with high disposable incomes, means parents are both able and willing to invest significantly in their children. Market data reveals that Emirati parents spend, on average, 20% more on children's clothing and accessories than the global average. This spending is often directed toward premium and luxury brands that signify quality, durability, and social standing.

Furthermore, cultural trends such as the “mini-me” phenomenon, where children are dressed in high-end, fashionable attire mirroring their parents, have fueled demand. Discerning families in the region are increasingly seeking out brands that offer not just a prestigious name, but also distinctive design and superior functionality—a niche that oddBi is perfectly positioned to fill.

A Strategic Path to Market Entry

Recognizing the opportunity, oddBi has been laying the groundwork for a successful market entry. The company has already built early visibility through targeted engagement with parent-focused communities and regional social media creators. This digital-first approach has generated organic interest and aligns with the brand’s global strategy.

To formalize its presence and build a robust supply chain, oddBi recently participated in Ambiente 2026 in Frankfurt, Germany. As one of the world’s leading consumer goods trade fairs, the event provided a critical platform for the brand to meet with international buyers and explore long-term distribution partnerships for the GCC region. According to the company, the exhibition concluded successfully with strong international interest, setting the stage for market-specific initiatives throughout 2026.

While the premium children's market in the Middle East is competitive, currently dominated by high-end fashion houses like Fendi Kids, Gucci Kids, and Baby Dior, oddBi's strategy focuses on a distinct value proposition. Instead of competing directly in the apparel space, it offers a specialized, design-led accessory that combines aesthetics with child-centric functionality and personalization. This unique positioning allows it to carve out a niche by appealing to parents who value thoughtful design and products that empower their children's individuality. As it moves forward with its expansion, oddBi is actively welcoming retail and distribution inquiries from across the GCC, signaling its readiness to become a key player in the region’s vibrant premium kids' market.