How New Balance Became a 1 Trillion KRW Brand in Korea
Creatrip Team
3 months ago
New Balance, operated in Korea by E-Land World, is on track for record sales of about 1.2 trillion KRW this year, growing from roughly 600 billion KRW in 2021 to over 1 trillion KRW. E-Land’s local, direct-to-consumer (D2C) strategy and strong retail know-how drove the brand’s 40-fold growth over 16 years. The company developed Korea-tailored models (e.g., the retro 530 series) using customer data on foot shape and preferences, and runs mostly company-owned stores. Bold marketing — pop-up stores, idol ambassadors (e.g., Yuna Kim, K-pop group aespa member Winter), and viral campaigns like the “Dad’s Gray” project — expanded the brand across age groups. New Balance also offers in-store 3D foot analysis and personalized running-shoe recommendations, and has promoted running culture through events like the “Run Your Way Seoul 10K,” helping the brand become both a fashion and performance favorite among younger consumers in Korea.
