Bongjashop emphasizes prettiness through pastel hues, wispy fabrics and classic lines. The brand's motto is "Be Pretty and Be Loved". Since 2008, founder and designer Kim Tae Hyung and designer Park Mi Kyung have curated a selection of charming separates for young and professional women. In addition to clothing, Bongjashop also offers shoes, bags and accessories that fits its romantic aesthetic. YesStyle is an authorized retailer of Bongjashop.