This winter in South Korea, once-dismissed ‘grandma’ styles have become trendy among MZ (millennial + Gen Z) shoppers who prioritize warmth, comfort and value. Quilted, colorful “kimjang vests” (traditional padded vests often worn during kimchi-making), loose fleece “granola looks” (outdoor-inspired, unstudied cozy outfits), babushka headscarves (Russian-style head scarves tied under the chin), and ear-covering “roasted chestnut seller hats” are all seeing renewed popularity after exposure by K-pop idols like Jennie, Karina and Taeyeon. Search interest and sales for these retro items have surged, with brands even selling high-end versions that quickly sell out. Analysts say the trend reflects a practical, experience-sharing culture on social media and a preference for fun self-expression combined with comfort and cost-effectiveness.
