"How to Spot Koreans at Resorts? Look for Those Wearing This"

On Overseas Social Media, "Rash Guard = Korean" Becomes an Established Association

As it has become common to see Koreans wearing rash guards at resorts around the world, a unique association of "Korean = rash guard" is taking hold.

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On July 13, Kakao Style, which operates the shopping platform Zigzag, announced that from June 27 to July 10, the number of searches for "rash guard" increased by 40% and sales by 35% compared to the same period last year. This is a striking figure, especially when compared to the 5% increase in women's bikini sales during the same period. On Naver's "beachwear" search rankings, rash guards swept the top ten spots.

Koreans Prefer Rash Guards for UV Protection

The primary reason Koreans prefer rash guards is their UV protection function. Unlike Western cultures that enjoy tanning, this aligns well with the Korean aesthetic standard that favors fair skin. Another advantage is that rash guards can be worn comfortably like a T-shirt, both indoors and outdoors.

One reason Koreans prefer rash guards is primarily for their UV protection function. Unlike Western cultures that enjoy tanning, it aligns well with the Korean aesthetic standard that favors fair skin.

Additionally, there is an analysis that this preference reflects the collective psychology of Koreans who are highly conscious of others' gazes.

Interpretation: "Consciousness of Others' Gaze"... Some Say "It's Just Comfortable"

Additionally, some analyses suggest that this trend reflects the collective psychology of Koreans, who are highly conscious of how others perceive them. Lee Eunhee, an emeritus professor in the Department of Consumer Studies at Inha University, explained, "Many people feel psychologically uncomfortable when wearing revealing swimsuits and being subjected to others' gazes." In fact, many reviews on shopping sites mention that "it's nice because it covers the body well." On the other hand, there is also an interpretation that the popularity of rash guards reflects a social atmosphere where people care less about others' opinions.

On overseas social networking services such as Reddit and Quora, questions like "Why do Koreans swim in clothes?" are frequently posted. As a result, the image of "Korean = rash guard" is being formed. This contrasts with the West, where rash guards are mainly seen as attire for surfers or marine sports enthusiasts.