[Snickers Rhapsody]② From Samsung Employee to Sneaker YouTuber, Found My Second Life

Interview with Go Youngdae, Sneaker Review Creator of 'Wadi's Shoe Closet'
From Fashion Item to Culture to Investment Tool, Similar to Art Collectors
Importance of Promoting Korea's Unique Style and Culture

How did sneakers become a globally influential industry and a style icon? The American investment bank Cowen & Co. projected that the global sneaker resale market would grow from $2 billion (approximately 2.54 trillion KRW) in 2019 to $6 billion (approximately 7.64 trillion KRW) by 2025. The resale culture trading limited-edition sneakers has now grown into an industry and become a battleground for major platforms. Wadi (real name Ko Young-dae), a sneaker review creator who has observed the evolution of sneakers from fashion items to culture and even financial assets from a fan’s perspective for over 30 years, compares this trend to art collectors collecting works. “Just as artworks are appreciated simply by looking at them, isn’t the psychology of collectors gathering limited-edition sneakers similar?” He participated as a director in the ongoing ‘Sneakers Unboxed Seoul’ exhibition at Sejong Center for the Performing Arts in Jongno-gu, Seoul, adding complementary elements suited to Korean sneaker culture to the exhibition originally planned in the UK and personally took charge of promotional activities. The following is a Q&A with Wadi.

Ko Young-dae, CEO of Original Lab, who runs the YouTube channel 'Wadi's Shoe Closet.' Photo by Heo Young-han younghan@

▲The exhibition was held in London, UK; Den Bosch, Netherlands; Taipei, Taiwan; and now in Korea. Are there any special differences in sneaker culture among these four places?

=The UK and the Netherlands are classified as European markets, while Taiwan and Korea are East Asian markets, and there are differences in the popular sneaker models in each cultural sphere. In the UK, rather than hype products like Jordans, various brands such as Max, Converse, and Adidas tend to be stronger. In Taiwan and Korea, the NBA’s marketing in the mid-1990s was most effective in East Asia, and the popularity of sneakers derived from that was high in both countries. I think Korea is currently in a preparatory stage to play a central role in global culture, and from that perspective, cultural consumption?especially in sneaker culture?shows a vibrant diversity of products loved across genres, which can be seen as a difference.

▲As a fan, do you feel the development has been exponential?

=Absolutely. It feels like more people love what I have always liked. Buying sneakers has become more difficult, but with the release of better and more meaningful shoes, the market has expanded. Attention has also increased significantly, but more importantly, it is about capturing and sharing Korean uniqueness, Korean style, and Korean colors in a cool way. We need to think about how to show this culture to sneaker fans worldwide.

[Image source=Yonhap News]

▲What do you mean by Korean uniqueness and Korean style here?

=Korean uniqueness does not necessarily mean traditional things. People around the world who are enthusiastic about Korean culture today are not necessarily attracted to our traditional culture. They are excited about playing with colors and styles independently created in contemporary Korean society, which is proof that there is something uniquely Korean among global fans living in the same era. For example, when Kasina and Nike collaborated, they did not bring traditional Hanbok or the Taegeukgi flag but worked with concepts like the 1970s Gyeongbu Expressway and Korean city buses. People who had no interest in sneakers before started liking them, and as these shoes became expensive and popular, they learned facts like ‘Korea has the Gyeongbu Expressway, a major highway connecting Seoul and Busan.’ Introducing various cultures one by one like this is very important. We need to encourage cooler Korean designs so that sneakers can serve as a billboard conveying stories and culture.

▲There are also negative views on the ‘Sneakertech’ culture that uses sneakers as a financial investment tool.

=At first, as someone who loves shoes, I was very annoyed and angry that resellers crowded the market and I couldn’t buy the shoes I wanted. In Korea, there is a strong tendency to view things in terms of money. People were obsessed with buying shoes and reselling them to make money. There are many internal critics as well. But at some point, I started to think that this itself is just Korean culture and a style of Koreans. Recently, I went to Sneaker Con held in Singapore. It was an event in a huge gymnasium where shoes were sold and traded, and the entrance fee was 60,000 KRW. But the prices were higher than what I found online. Koreans would never buy at that price. They wouldn’t even enter because it would be a loss.

However, people in that country walk around the booths and trade one by one. They create their own stories like ‘I bought these shoes here and traded them with this person.’ They value the story more broadly. The US has a similar culture. On the other hand, such attempts don’t work well in Korea. Online platforms are also very well developed. But does that mean it’s bad? Korean consumers are very smart; they carefully analyze and calculate before buying. That’s the Korean tendency. Although it has slowed down recently, the MZ generation’s sneakertech culture quickly adapted to such economic logic. Some start this way and become fans. For some, it can be a way to make money. Others, like me, just buy good shoes and keep them. I think the domestic resale market grew rapidly because Koreans are so smart. I don’t see it negatively.

Ko Young-dae, CEO of Original Lab, who runs the YouTube channel 'Wadi's Shoe Closet.' Photo by Heo Young-han younghan@

▲You were active as a member of a hip-hop group, worked as a marketer at Samsung Electronics, and now you are active as a YouTube creator with various activities.

=I have a personality that tries whatever I want to do first. I have no regrets because I did my best. I sincerely put effort into everything?music, company work, and sneakers. I was satisfied with company life, but my YouTube channel, which started as a hobby, began to grow, and above all, my passion for sneakers was very strong. With the desire to make what I love my profession and to contribute even a little to the development of the domestic sneaker scene, I resigned and am now pursuing a full-time creator path. Through various events including the ‘Sneakers Unboxed Seoul’ exhibition, I want to build a rich history of Korean sneaker culture.

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