Hypertext dissects South Korea's capitalist identity through the semiotics of Hangul, where language operates as both a cultural relic and a branding mechanism. Rooted in Confucian hierarchy, Hangul once symbolized national unity but now reflects a society where materialism dictates status. Through interactive design and high-end branding aesthetics, this exhibition satirizes how historical symbols, linguistic heritage, and consumerism converge-transforming tradition into commodity and rewriting cultural identity through the sleek, calculated language of capitalism.