On the 1st, as hot weather continued and heatwave warnings were issued in most regions nationwide, a citizen was fanning themselves in front of a cooling fog at Seoul Plaza. Photo by Yonhap News

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As the 'dry monsoon' continues, jelly shoes are flying off the shelves instead of rain boots, which are typically a popular fashion item during the rainy season. Jelly shoes, which were popular in the 2000s, are known for their excellent waterproofing and breathability. The rising interest in the 2000s 'Y2K' trend appears to be driving more consumers to seek out jelly shoes.

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According to fashion platform Ably on July 8, the transaction value of jelly shoes surged by 79% and search volume by 69% from June 30 to July 6. At Musinsa, search volume for jelly shoes during the same period increased by 73% compared to the same period last year.

Suecomma Bonnie, a footwear brand under Kolon FnC, introduced both 'rain boots' and 'jelly sandals' as monsoon items this year, but sales of jelly sandals saw a significant increase. From June 14 to 20, the sales rate of the 'Ribbon Jelly Sandals' reached 77%, and both black and gray jelly sandals sold out completely, leading to restocking orders.

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This jelly shoe craze is interpreted as an effect of the dry monsoon. The monsoon is formed by the collision of the southern North Pacific air mass and the northern Okhotsk Sea air mass, resulting in a monsoon front and continuous rain from late June to late July (the average period is June 25 to July 26). The average number of rainy days is 17.7, and the average precipitation is 378.3 mm. In 2023 and last year, the rainy season lasted longer and brought more rain than average.

However, this year, as the monsoon front moved north to Hamgyeong Province in North Korea, there was virtually no monsoon rain, and the heatwave arrived early. As a result, jelly shoes have become more popular than rain boots, which are usually considered essential during the rainy season. A representative from a fashion platform explained, "Products that can be worn lightly and consistently, regardless of the weather, are very popular. In particular, jelly shoes with perforated, semi-transparent (see-through) designs are highly breathable, making them suitable for use even in extreme heat and high humidity, which is boosting sales."

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The retail industry is also putting vacation goods at the forefront instead of rainy season fashion items. At Lotte Department Store, the 'Summer Shoes Event' featuring sandals and jelly shoes started two to three weeks earlier than last year, and the inventory was expanded by about 20% to 30%.

A pop-up for swimwear, a summer item, is also underway. A total of 16 swimwear pop-ups are being operated, an increase of about 30% compared to last year.

Fashion platform W Concept is currently holding its 'Swimwear Week' event, which typically takes place after the rainy season ends. The company has been running a 'Rainy Day' promotion, displaying related products on the main page of its app to target the rainy season, but as the monsoon ended quickly, it shifted to a vacation season promotion. W Concept will continue the event until July 14, focusing on sunscreen, swimwear, and vacation items.