Japanese Beer and Fashion See Surge in Popularity in South Korea

 
Consumer interest in Japanese products, which had declined during the 2019 boycott, is rebounding in South Korea. In the first half of this year, imports of Japanese beer reached their highest levels in a decade, while Japanese fashion brands are opening stores in key areas of Seoul. This shift is attributed to a growing preference for price, quality, and style over origin, as well as an increase in demand for products encountered during trips to Japan.

According to data from the Korea Customs Service, the volume of Japanese beer imports in the first half of this year was 58,305 tons, a 33.5% increase compared to the same period last year. This marks the highest volume for the first half of any year in the past decade, surpassing the pre-boycott figures of 42,962 tons in 2018 and 41,535 tons in 2019. The import value also rose to $45.92 million, a 30.1% increase from the previous year, exceeding the previous high of $39.29 million in the first half of 2018 by 16.9%. Japanese beer now accounts for 46.9% of total beer imports, up from 38.0% in the same period last year.

Sales of Japanese beer are also increasing in convenience stores and large supermarkets. From January to July this year, sales of Japanese beer at CU rose by 30.2% compared to the same period last year, while GS25 reported a 30.1% increase. Sales through off-trade channels, including convenience stores and supermarkets, reported a 52% increase in the first half of the year, according to domestic distributor MZ Beverages. A pop-up store for Sapporo beer, established in July last year in Seoul's Seongsu-dong, attracted 47,000 visitors over the year, serving 96,000 pints of draft beer.

In the fashion sector, Japanese brands are also making inroads into the South Korean market. Last month, Japanese fashion company Tokyo Base opened its first United Tokyo store in Apgujeong, Seoul. The brand emphasizes its 'All Made in Japan' approach, highlighting the quality of materials and craftsmanship. Tokyo Base is expanding its presence in South Korea after previously launching the concept store Studio.

Sales of Japanese brands at domestic retailers are also on the rise. Approximately 20 Japanese brands, including Maison Mihara Yasuhiro and Kamiya, saw sales increase by over 50% from January to July this year at the Muie concept store operated by the Hyundai Department Store Group's fashion subsidiary, Hanssem. About 60% of customers were in their 20s and 30s. The Japanese designer brand Akira Naka, set to open in 2024 at the Raum concept store operated by LF, has seen over 70% of its customers return for repeat purchases each season. The average transaction value per customer increased by about 30% from the spring/summer season of 2024 to that of 2026.

These changes in consumer behavior align with an improvement in perceptions of Japan. A survey conducted by the East Asia Institute and the Japan Foundation from July 17 to 21 found that 54.3% of South Koreans hold a positive view of Japan, the highest since the survey began in 2013. The reasons cited for this positive perception included the 'kind and orderly nature of the people (66.9%)' and the 'appeal of food culture, shopping, and travel (43.9%)'.

Increased travel to Japan is also broadening the intersection of product consumption. According to the Japan National Tourism Organization, 5,675,100 South Koreans visited Japan in the first half of this year, an 18.6% increase from the same period last year, making them the largest group of visitors by nationality. An industry insider noted, "In the past, political and diplomatic issues directly influenced the purchase of Japanese products, but now consumers are focusing more on price, quality, and design. The trend of purchasing products encountered during trips to Japan is expanding, increasing demand for both beer and fashion."