In short, Miu Miu served as a playground to unleash the creativity and rebelliousness within her. A similar dynamic is now unfolding in the Korean financial sector with Hyundai Card’s newly unveiled independent brand, the ‘Alphabet Card.’ The launch of the Alphabet Card is more than just the release of a new product; it represents an expansion of Hyundai Card’s brand universe, revealing another facet of its alter ego. For this reason, industry observers are comparing Hyundai Card’s Alphabet Card launch to the relationship between Prada and Miu Miu. While Hyundai Card strongly expresses its signature identity through minimalism, the Alphabet Card is more experimental and free-spirited.