"100% Korean" What is the 'Korean Identification Method' that everyone knows?

[Financial News] “Anyone wearing a rash guard at a swimming pool or beach is 100% Korean”

The rash guard, a 'summer vacation essential item' for Koreans, has established itself as a 'Korean identification method' at overseas resorts.

According to KakaoStyle, which operates the shopping platform 'Zigzag', the search volume for 'rash guard' from June 27 to July 10 increased by 40% compared to the same period last year, and sales increased by 35%.

This contrasts with the 5% increase in sales of women's bikinis during the same period. Rash guards filled the top 10 search rankings in Naver's 'beachwear' category.

The love for rash guards among Koreans can also be confirmed through questions frequently posted on overseas social networking services (SNS) or online communities. Sites like Reddit or Quora have consistently seen questions such as “Why do Koreans swim with clothes on?”, “Why do Korean idols wear rash guards instead of swimsuits?”, and “Why do Korean women wear rash guards at the beach?” being posted for over 10 years.

The main reason Koreans prefer rash guards is because they are functional clothing that blocks ultraviolet rays. Additionally, the fact that they can be worn comfortably at resorts, both indoors and outdoors, is another reason for their popularity.

There is also an analysis that the collective psychology of Koreans, who are very conscious of others' gazes, is reflected in this. Lee Eun-hee, an honorary professor of consumer studies at Inha University, explained to Yonhap News that “it is psychologically uncomfortable when others stare at you when wearing revealing swimsuits.”

At the same time, there is an interpretation that rash guards are trending because people care less about others' attention than before. There is also an interpretation that this testifies to the trend of caring less. Professor Koo Jung-woo of the Department of Sociology at Sungkyunkwan University said, “In the past, didn’t people focus on beautifying their bodies to wear bikinis?” and expressed the opinion that “(the popularization of rash guards) is the result of active thinking and habits that pursue freedom and comfort.”

The fashion industry views the trend cycle of swimsuits as changing every 10 years. Since rash guards started trending in the mid-2010s, it remains to be seen whether the 'Korean=rash guard' formula will continue to be loved. However, there is also an analysis that rash guards have already established themselves as a 'basic item', unlike traditional swimsuits, similar to winter padding.
bng@fnnews.com Kim Hee-sun Reporter