South Korea’s fashion and beauty industries have long been at the forefront of global trends, with Generation Z (Gen Z) playing a pivotal role in this cultural phenomenon.
As of 2025, the influence of Korean Gen Z on global fashion is evident through the widespread use of Korean-related hashtags on social media platforms, the international expansion of emerging Korean fashion brands, and the significant impact of K-pop idols as fashion icons. For instance, brands like Matin Kim have opened a store in Hong Kong and plan further expansions across Asia, while K-pop artists collaborate with top designers, setting trends adopted by millions worldwide.
Let’s delve into the key shopping trends among Korean Gen Z, encompassing both online and offline practices
1. YONO(You Only Need One): Value and Cost-Efficiency
In an era marked by economic uncertainties, Korean Gen Z consumers are gravitating towards practical consumption, epitomized by the “YONO” (You Only Need One) philosophy.
This trend underscores a preference for essential, high-quality items over excessive or impulsive purchases. For instance, instead of owning multiple fast-fashion pieces, a Gen Z shopper might invest in a single, versatile garment that offers durability and timeless style. This approach not only ensures cost-efficiency but also aligns with a minimalist lifestyle, reducing clutter and promoting thoughtful consumption.
2. Revival of the Second-Hand Market
The second-hand market in South Korea has undergone a significant transformation, driven largely by Gen Z’s inclination towards sustainability and unique fashion finds. Platforms such as Karrot, Bunjang, and Joonggonara have become integral to their shopping routines, and Gen Z centered platform FruiTS is gaining a huge attention.
Additionally, major retailers are tapping into this trend; for example, Hyundai Department Store and Starfield Mall have collaborated with second-hand platform Bungaejangter to operate the offline concept store ‘BGZT Lab,’ which has garnered significant attention from Korean Gen Z.
3. AI Shopping
Artificial Intelligence (AI) has seamlessly integrated into the shopping habits of Korean Gen Z, enhancing personalization and efficiency. Retailers employ AI algorithms to analyze consumer preferences, offering tailored product recommendations and virtual try-on features. Moreover, the global proliferation of K-culture has been amplified through AI-driven platforms, enabling Korean brands to reach and resonate with international audiences.
A notable example is the virtual idol group PLAVE, which has gained significant popularity among Gen Z. PLAVE’s members, though virtual, exhibit human-like qualities and engage in trending activities, making them relatable and influential. Their fashion choices, showcased in virtual performances and social media, inspire fans to emulate their styles, thereby influencing shopping behaviors.
4. Experience Offline, Shop Online
Despite the digital shift, Korean Gen Z values immersive offline experiences that complement their online shopping. Experiential retail spaces, such as pop-up stores and interactive showrooms, allow consumers to engage with products physically before making online purchases—a trend known as O4O (Offline for Online). And Seongsu-dong is one of hottest melting spots in Seoul where can offer all-you-can-enjoy, including fashion, beauty, eat and drink.
(Source : Seoul Metropolitan City)
Musinsa, for instance, has established ‘Musinsa Terrace’ at Seoungsu. Multifaceted cultural spaces have hosted exhibitions, pop-ups, and showcases, allowing customers to experience products firsthand before purchasing online.
(Source : Musinsa)
5. Sustainable Shopping
Ethical consumption is a cornerstone of Gen Z’s shopping ethos. According to a survey, nearly 55% of South Korean consumers are inclined to spend more on products that adhere to sustainable practices. A significant portion of young Korean consumers express a willingness to pay a premium for sustainably produced or environmentally friendly products.
As interest in sustainable consumption grows, the distribution industry is making efforts to reduce waste of materials, by releasing reusable products or introducing upcycled products. It’s not only gaining sympathy from Gen Z consumers, but also strengthening the brand’s social attention and creativity.
(Source : Stanely)
