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Tag: MZGeneration

  • “Grandma Vests” Become the New Winter Trend Among MZ Generation

    The “Kimjang vest,” also known as the “grandma vest,” is rising as a major winter fashion trend, becoming a popular item among people in their teens and twenties. With a warm, nostalgic charm blended with retro aesthetics, the item evokes childhood memories and emotional comfort. Its rapid spread aligns with the growing “Halmenial” trend that reinterprets old-fashioned style through a modern emotional lens.

    According to the search platform Black Kiwi, searches for “Kimjang vest” and “grandma vest” surged over the past month, recording 54,500 and 30,790 searches respectively. Notably, users in their teens and twenties accounted for 24.9 percent and those in their thirties 21 percent, highlighting the strong interest among younger generations. Celebrity influence has also played a major role. When BLACKPINK’s Jennie and aespa’s Karina were seen wearing retro floral vests on social media, fan communities responded with explosive enthusiasm.

    Experts say this trend is more than a simple revival of retro fashion. It reflects a societal desire for familiarity and warmth, along with a broader movement to reinterpret old styles with contemporary sentiment. As a result, the Kimjang vest has firmly established itself as a fashion piece that carries a symbolic “warmth of the heart.”

  • Small Luxuries, Big Sales: How Korea’s 2030 Generation Is Spending

    Despite economic downturns, the “lipstick effect” — consumers seeking small luxuries for happiness — is expanding into high-end cosmetics, niche perfumes, and premium haircare.

    Shinsegae International reports that premium niche perfume brand Ex Nihilo saw sales surge 120% this year, with over 60% of buyers in their 20s and 30s. Other second-generation niche perfume brands, such as France’s Memo Paris, are also posting double-digit annual growth. Luxury cosmetic brands are booming as well, with Dolce & Gabbana Beauty sales up 157% this year.

    Haircare is joining the “small luxury” trend. Italian brand Davines saw its 120,000 KRW shampoo rank No.1 in sales, with revenue up 42% and 75% of buyers from the MZ generation. Likewise, Oribe, known as the “Chanel of shampoos,” is enjoying strong demand for its 280,000 KRW shampoos and hair oils.

    Industry experts believe this premium consumption trend will continue, driven by younger consumers who value rarity and individuality.