The 'K-Hip' Trend Sweeps the Distribution Industry... "Traditional Things Are the Hippest"

K-Hip Trend Spreads Among MZ Generation
Old Things Embraced with 'Hip' Sensibility
Retailers Flood Market with Products Reflecting Korean Sentiment

LF Hazzys Ban-gasayusang Capsule Collection. Photo by LF

[Asia Economy Reporter Song Seung-yoon] "I have only now come to appreciate the taste and charm of traditional Korean culture."

Kim Hee-won (29, pseudonym), an office worker living in Mapo-gu, Seoul, has recently become deeply fascinated with seeking out traditional elements in her daily life. She frequents Korean restaurants serving menus made in traditional ways, and when drinking with friends, she prefers Makgeolli bars over the Japanese-style pubs she used to visit. Not long ago, she even developed an interest in clothing and purchased a Hanbok coat through a funding platform.

The trend of finding traditional things stylish is gaining great popularity among young people. This change stems from the fact that traditional patterns, decorations, and cultures, once considered old-fashioned or dull, are now embraced as something new by the MZ generation (Millennials + Generation Z). The newly coined term "K-Hip," referring to Korean style, has even emerged. For the younger generation, traditional culture is perceived as fresh and intriguing, while for older generations, it evokes nostalgia. This aligns with the recent popularity of "Halmanial" (grandmother + millennial) and other new retro trends that have been spotlighted for several years.

As K-Hip establishes itself as a cultural phenomenon, various attempts are underway in the distribution industry. Especially in the food and beverage and fashion sectors, numerous products and promotions related to K-Hip are being launched. There is high demand for products that combine Korean sensibility with modern aesthetics.

LF's casual brand HAZZYS recently collaborated with the National Museum Cultural Foundation's product brand MU:DS to present a capsule collection themed around the national treasure cultural asset "Banggasa Yusang" (Seated Buddha statue). Following the revelation that BTS's RM purchased a MU:DS Banggasa Yusang miniature, a global craze for the Banggasa Yusang erupted. HAZZYS released 11 items including clothing, hats, and scarves themed on the Banggasa Yusang in collaboration with the National Museum Cultural Foundation.

Samsung C&T Fashion Division filmed the 2022 fall/winter season campaign video for lifestyle brand Le Beige at the Onyang Folk Museum located in Asan, Chungnam. Le Beige is a brand that reinterprets Korean beauty with a contemporary sensibility. The recently opened ‘Salon de Le Beige’ store is also decorated with a ‘Moon Jar’ concept, actively embodying Korean aesthetics through the brand.

Golf wear brand Castelbajac recently partnered with the fashion brand ‘Rieul,’ known for its reinterpretation of tradition, to release a limited edition product inspired by Hanbok. Seven Eleven also launched a ‘Mapae T-money transportation card’ featuring horse illustrations inspired by the Joseon Dynasty’s Mapae (horse pass) design.

Shake Shack celebrated its 6th anniversary of launching in Korea by releasing limited edition products under the theme ‘Korean Heritage.’ These include ‘The Heritage 370’ and ‘Hadong Chacha Shake,’ which use Jinjang (fermented soy sauce) made with master brewer Gi Soon-do’s family’s seed soy sauce as the main ingredient. These products emphasize traditional flavors, following last July’s launch of the Seoul-style Bulgogi Burger and Makgeolli Shake.

Among young people, traditional liquor has also become part of the ‘hip’ culture. According to the Korea Agro-Fisheries & Food Trade Corporation, traditional liquor sales through telecommunication channels reached 40 billion KRW in 2017 when online sales were first permitted, and increased by 22.7 billion KRW to 62.7 billion KRW in 2020, just three years later. The rise in premium Makgeolli consumption, mainly among the MZ generation, is cited as a major factor in market expansion.

Seven Eleven Mapae Transportation Card Package Cut./Photo by Seven Eleven

This content was produced with the assistance of AI translation services.