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PLUSMATE is a private label brand owned by emart, a hypermarket chain with the biggest market share in South Korea. emart PLUSMATE Earphones were developed to express delicate differences between characteristic tones in various genres of music such as jazz, classical, country or rock. Consumers then can choose the earphones best suited to their preference. Iconic string instruments were chosen for the four musical genres while the cable of the earphones wound up in the position of the instrument strings. The heads of the earphones sit on the eyes of the instrument performing figures, which adds humor into the overall design.