Younger consumers, who have become familiar with Korean culture through K-pop and K-dramas, are spending more money on Korean-style products such as fashion, tableware, and household goods.
Retailers in Los Angeles Koreatown report an increase in non-Korean customers seeking out K-pop idol fashions and accessories such as earrings, necklaces, and bracelets, as well as Korean products featured in dramas and movies.
Fashion items and household goods from popular idol groups such as BLACKPINK, TWICE, and Red Velvet are rapidly gaining popularity among overseas fans.
Elsis, located in California Marketplace in Koreatown, specializes in Korean products such as diffusers, incense sticks, plates, and cups, as well as homeware, clothes, and accessories.
“We’ve seen a 20 to 30 percent increase in customers purchasing products seen on K-pop idol groups or other Korean entertainment content,” said Yookyung Lee, CEO of Elsis. “Products with cute designs that are hard to find in the U.S., like character cups and artistically designed diffusers, are particularly popular,” she added. One of the best-selling items is a cup with a bear character, as seen being used by Jennie of BLACKPINK. At Elsis, prices range from $5 to $20 for accessories, $20 to $100 for clothes, and between $20 and $50 for household items, depending on the product.
Taiwanese-American Monica Huang said, “My favorite idol group is New Jeans. When I was looking for clothes similar to New Jeans’ stage outfits, I found a Korean clothing store, and I often visit the store because they are smaller in size than American clothes and have many unique items.” She bought a pair of skirt pants that became popular for the New Jeans’ stage outfit.
Little Light in Koreatown’s Madang Courtyard also offers accessories, clothes, and lifestyle products imported directly from Korea. Next door to Little Light is a K-pop music store, which attracts many customers interested in K-pop. Mia Miller, a K-pop fan who stops by both the K-pop music store and Little Light store whenever she comes to the mall, said, “I became interested in Korean products because I love K-pop,” adding, “I buy them often because they are cute and durable so that they last a long time.”
The furniture store 6IXTH Sense LA offers a selection of popular items from Korean, European, and American brands. Sixty percent of its customers are non-Korean, with younger generation customers in their 20s and 30s being frequent visitors. The best-selling items are dishes, forks, and spoons. “Recently, we have seen an increase in younger customers who are looking for Korean products and design,” says Andy Kim, CEO of 6IXTH Sense.
BY HAEUN CHUNG, HOONSIK WOO [chung.haeun@koreadaily.com]
