"Unfashionable? Who would wear that?" → "Me. I would."
These days, among people in their 20s and 30s, floral quilted vests-also known as kimjang vests-are making waves.
Once considered the symbol of "grandma style"... now, people are even calling them "hip."
Why is everyone so obsessed?
It's all because of social media.
On TikTok and Instagram, reactions like "It's so tacky, but cute" and "Why does this look... pretty?" are flooding in,
and videos showing kimjang vests as outfits for school or work are going viral.
And the final blow:
Jennie and Karina wore them.
(Yes, once again, celebrities have completed the trend.)
What were kimjang vests originally?
They were thick, floral quilted vests worn by elders during kimchi-making season.
100% warmth, but as for fashion points... not so much? (By past standards)
So, they were the epitome of "grandma fashion."
But these days?
They've been reinterpreted as icons of newtro style!
'Chon-kangs' + 'Halmaenials' = The kimjang vest craze formula
'Chon-kangs' means rural vibe vacations.
'Halmaenials' means grandma sensibility + millennials.
Add in the Gen Z attitude of enjoying "uncoolness,"
and kimjang vests have become "so retro that they're actually hip" items.
With prices in the 10,000 to 20,000 won range, you can add them to your cart without worry.
The data is exploding too
On Naver, searches for "kimjang vest" among those aged 19 to 34 have soared.
According to Black Kiwi, search volume increased sevenfold (699.8%) compared to the previous month.
People in their 20s and 30s account for nearly half of the searches.
Women make up 84.3% of the total.
On the fashion application Zigzag, quilted vests have entered the top 10 bestsellers.
Even dogs are wearing them
At BYC's pet clothing brand "Garyas,"
kimjang vests for dogs have appeared, causing a stir at events.
(At this point, it's definitely a real trend.)
This is an era where "uncoolness" has become an aesthetic. Kimjang vests are the cutest proof of that.
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Reporter Seo Jiyeong zo2zo2zo2@asiae.co.kr
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Edit Kim Inwook kiminuki@asiae.co.kr
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