Why 2030 Koreans Are Choosing Colorful Puffer Jackets over Black
Creatrip Team
3 months ago
Colorful puffer jackets are overtaking neutral black and gray as this winter’s outerwear trend in South Korea, driven largely by younger consumers (the MZ generation) who view color as a way to show personality. Resale platform KREAM reported a sharp rise in transactions for vivid and unique-toned puffers in November, and idol sightings (e.g., members of RISE, STAYC, Red Velvet’s Seulgi) boosted demand and search traffic. Limited-edition hues like C.P. Company’s Korea-only “Luna Rock” sold out quickly and saw huge increases in saves on resale apps. Mainstream retailers such as Musinsa also show bright, muted, and vintage-toned puffers ranking highly, indicating the trend has moved from niche to mass market. Consumers say black feels “too common,” and the trend is spreading beyond coats to padded footwear (e.g., SUBU), which has seen major search and resale growth. Analysts say the market has shifted from practical neutral purchases to “individuality consumption,” with color and texture now key style factors.
