KHIHO (기호) is a brand launched in March of 2022, inspired by the Korean word '기호' which can be translated as taste or a symbol. Along with the slogan 'Stick with your khiho', it portrays the message an individual's taste is not defined by nationality, gender, characteristics, etc and it should be respected. KHIHO aims to be ' not easily applicable' rather than general, nothing rather than "superior" yet we offer essential items for everyone at a reasonable price range while concentrating on the quintessence.