Sweetmook began in 2021 as a small print-on-demand shop based in Seoul, South Korea—a country known for its "character culture" and tech-forward fashion. The founder, a graphic designer named Jisoo Han, noticed a gap in the market: "Protective cases were either bulletproof and ugly, or pretty and useless."
: The term appears to be a portmanteau of "Sweet" and " Mook ." In various English dialects, "mook" can be slang for a foolish or incompetent person, but in this context, it is used ironically or affectionately to describe a lovable, perhaps slightly clumsy, pet. sweetmook