South Korea Menswear Market

South Korea Menswear Market Size and Share:

The South Korea menswear market size was valued at USD 9.50 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 14.49 Billion by 2033, exhibiting a CAGR of 4.56% from 2025-2033.  Growing fashion consciousness among South Korean men is fueling demand for clothing that reflects personal style and identity. As consumers become more style-aware, they seek outfits that stand out and align with their individuality. This has led to a rising interest in customized and tailored clothing, offering better fit, exclusivity, and expression. Personalized fashion is now seen as a mark of sophistication and confidence, driving brands to offer bespoke services and unique design options to meet this evolving consumer preference thus impelling the South Korea menswear market share.

The global rise of K-pop, K-dramas, and Korean cinema has significantly influenced menswear trends in South Korea. Male celebrities especially idols and actors play a crucial role in setting fashion standards. Their styles often blend streetwear with high fashion, inspiring fans to replicate their looks. This cultural influence drives demand for trendy, statement pieces and contributes to the popularity of gender-fluid fashion. Fashion brands actively collaborate with stars, boosting visibility and consumer interest. As K-culture continues to expand globally, it reinforces South Korea’s position as a trendsetter in menswear, with celebrity-driven styles shaping consumer behavior both domestically and internationally.

The rapid growth of e-commerce has revolutionized how South Korean men shop for clothing. In 2024, the fashion e-commerce market generated around $25 billion, making up about 18% of the country’s total online sales, second only to electronics. This digital boom offers easy access to diverse brands, styles, and price ranges, encouraging men to experiment and explore niche trends. Online platforms, social media, and fashion apps enable consumers to discover new looks, compare options, and receive personalized recommendations. Mobile shopping dominates, with real-time feedback and influencer content heavily influencing purchases. This environment supports smaller, innovative brands and speeds up trend adoption. As convenience and customization become priorities, digital channels are key drivers shaping South Korea’s menswear market growth toward greater diversity and individuality.

South Korea Menswear Market Trends:

Casualization of Office Wear and Value-Driven Fashion

Men’s fashion in South Korea is steadily moving away from rigid formalwear, especially in professional environments. In the late 1990s, about 85% of male office workers wore suits regularly, but by 2024, that number has fallen to just under 70%. Traditional suits are increasingly being replaced by relaxed, smart-casual styles that prioritize both comfort and individuality. This shift enables men to express personal style by layering basic pieces with bold or luxury accents. The focus is less on displaying status and more on practicality and self-expression. Reflecting evolving workplace norms and broader cultural acceptance of individuality, this trend values versatility, allowing men to transition effortlessly from work to social settings without compromising style or comfort.

Sustainability and Fusion of Tradition with Modernity

A renewed focus on sustainability is influencing how Korean men approach fashion, emphasizing ethical materials and long-lasting pieces. This movement goes beyond eco-consciousness, sparking a creative revival of traditional Korean aesthetics. The hanbok is being reimagined with modern tailoring and minimalist designs, becoming a wearable symbol of cultural pride. This fusion of old motifs with contemporary silhouettes bridges generational tastes and resonates deeply with younger audiences seeking to express identity and heritage. The global impact of K-pop further amplifies this trend—BLACKPINK’s 2020 music video for “How You Like That,” featuring modernized hanboks, garnered over 100 million views in just 32 hours, sparking widespread interest. Sustainability in Korean menswear thus combines preserving tradition with innovation, blending the past and future into timeless, meaningful fashion statements.

Gender-Neutral and Androgynous Fashion

The boundaries of menswear in South Korea are expanding rapidly, driven by the rise of gender-neutral and androgynous fashion. Approximately 56% of global Gen Z consumers now prefer brands that offer gender-neutral collections, highlighting a generational shift toward inclusivity. More South Korean men are embracing styles that challenge traditional gender norms, opting for oversized cuts, soft fabrics, and fluid silhouettes. This movement emphasizes freedom of expression and individuality, allowing fashion to become a personal language rather than a set of rigid rules. Influential designers and cultural icons actively promote these progressive styles, creating collections that resonate with diverse tastes and identities. This evolving trend reflects youth culture’s core values of authenticity and self-expression, fostering a more inclusive and modern menswear landscape in South Korea.

South Korea Menswear Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the South Korea menswear market, along with forecast at the regional, and country levels from 2025-2033. The market has been categorized based on product type, seasons, and distribution channel.

Analysis by Product Type:

• Trousers
• Denims
• Shirts and T-Shirts
• Ethnic Wear
• Others

Based on the South Korea menswear market forecast, the trousers cater to both formal and casual wear, with styles ranging from tailored fits to relaxed cuts. Demand is driven by office wear and smart-casual trends. Comfortable fabrics and versatile designs are favored, appealing to men seeking polished yet practical wardrobe staples for various occasions.

In line with this, the denim remains a wardrobe essential, popular for its durability and casual appeal. Various washes and fits—from slim to relaxed—cater to diverse styles. Denim’s versatility allows easy pairing with both streetwear and smart-casual looks, making it a consistent bestseller among young and middle-aged consumers alike.

Additionally, the shirts and t-shirts form the foundation of everyday menswear. T-shirts dominate casual wear, emphasizing graphic designs and comfort, while shirts range from classic to fashion-forward cuts for both work and leisure. Seasonal variations influence fabric choices, with breathable materials for summer and layered styles for cooler months.

Moreover, the ethnic wear is gaining traction through modernized designs that blend tradition with contemporary fashion. Reimagined hanbok styles and culturally inspired pieces appeal to younger consumers seeking heritage expression. This category remains niche but is growing as cultural pride and sustainable fashion trends influence buying habits.

Along with this, the other category includes outerwear, knitwear, activewear, and accessories. Outerwear is crucial for seasonal style, while activewear reflects rising health-conscious lifestyles. Knitwear offers layering options, and accessories complete looks. Together, they provide variety and support the growing demand for multifunctional, stylish menswear.

Analysis by Season:

• Summer Wear
• Winter Wear
• All-Season Wear

Summer wear sees strong demand due to South Korea’s hot, humid summers. Lightweight fabrics, breathable designs, and casual styles dominate. T-shirts, linen shirts, and shorts are popular. Fashion-conscious consumers seek comfort without sacrificing style, prompting brands to focus on trend-driven, functional designs that support both streetwear and smart-casual looks.

Concurrently, the winter wear is a significant segment due to long, cold winters. Consumers prioritize warmth and layering, favoring coats, padded jackets, and knitwear. Fashionable outerwear is particularly important, often serving as statement pieces. Seasonal collections focus on both functionality and aesthetics, blending performance fabrics with stylish, urban-inspired silhouettes.

Apart from this, the all-season wear appeals to practical consumers seeking versatility and value. These items, such as denim, basic knits, and neutral-toned layers, work across climates and settings. Demand for timeless, mix-and-match essentials supports this segment, making it popular among minimalist shoppers and those aiming to build adaptable, year-round wardrobes.

Analysis by Distribution Channel:

• Supermarkets and Hypermarkets
• Exclusive Stores
• Multi-Brand Retail Outlets
• Online Stores
• Others

Supermarkets and Hypermarkets offer affordable, basic menswear targeting convenience-focused consumers. While not trend-leading, they serve price-sensitive shoppers looking for casual or workwear essentials. Their wide reach and accessibility make them popular in suburban and rural areas, though limited in fashion-forward offerings compared to specialized retail formats.

In line with this, the exclusive brand stores provide a premium shopping experience with curated collections and personalized service. They attract loyal customers seeking specific labels and quality. These outlets help reinforce brand identity and are often located in high-traffic urban areas, catering to fashion-conscious buyers looking for style, fit, and authenticity.

Additionally, the multi-brand outlets offer diverse styles under one roof, appealing to variety-seeking consumers. These stores balance affordability and trendiness, making them attractive to mainstream shoppers. Their ability to showcase both local and international labels fosters competition and gives consumers access to seasonal trends without committing to a single brand.

Also, the online platforms dominate the modern retail landscape, offering convenience, broad selection, and easy price comparison. They are especially popular with younger consumers who value accessibility and trend updates. Influencer marketing, virtual try-ons, and fast shipping further boost their appeal, making online channels a key driver of South Korea menswear market outlook.

Besides this, the others category includes department stores, pop-up shops, and mobile vendors. Department stores offer a blend of luxury and accessibility, while pop-ups create buzz and test new trends. Though smaller in scale, these channels provide niche experiences and local engagement, complementing larger retail formats in reaching diverse consumer segments.

Regional Analysis:

• Seoul Capital Area
• Yeongnam (Southeastern Region)
• Honam (Southwestern Region)
• Hoseo (Central Region)
• Others

As the fashion and cultural hub of South Korea, the Seoul Capital Area leads menswear trends. It hosts flagship stores, luxury boutiques, and fashion events, drawing trend-conscious consumers. High digital engagement and exposure to global styles make it a primary market for innovation, premium fashion, and youth-driven trends.

Additionally, the Yeongnam, including cities like Busan and Daegu, blends urban sophistication with traditional influences. It has a strong local fashion scene with growing retail infrastructure. Consumer preferences here balance modern and practical styles, supporting both streetwear and business casual. Regional pride and cultural identity also shape unique menswear choices and loyalty.

Moreover, the Honam region, less urbanized than others, shows growing interest in fashion driven by digital media and younger consumers. While slower in trend adoption, it’s emerging as a market for affordable and casual menswear. Local consumers value comfort and practicality, with rising demand for trendy yet accessible clothing options.

Besides this, the Hoseo, including Daejeon and surrounding areas, is a developing menswear market with increasing exposure to national trends. Consumers here lean towards balanced styles—smart-casual looks suitable for work and daily wear. As e-commerce and social media reach expand, fashion awareness and brand engagement are steadily growing in this region.

Furthermore, the others in smaller cities and rural areas, menswear preferences tend to be conservative and functionality-driven. Fashion adoption is slower, with emphasis on durability and affordability over trendiness. However, increased internet access and nationwide brand campaigns are gradually influencing style choices, creating new opportunities for market growth beyond urban centers.

Competitive Landscape:

The competitive landscape of South Korea’s menswear market is dynamic and fast-paced, shaped by a blend of traditional fashion houses, innovative startups, and global influences. Consumers are highly trend-sensitive, driving brands to constantly adapt and refresh their offerings. The market is split between premium fashion and accessible everyday wear, with players competing on style, price, and brand identity. Online channels intensify competition by lowering entry barriers and enabling rapid trend diffusion. Collaborations, limited-edition drops, and digital marketing are key tactics used to capture attention. Success depends on understanding cultural shifts, embracing digital tools, and delivering a clear, authentic message that resonates with fashion-conscious, value-driven consumers.

The report provides a comprehensive analysis of the competitive landscape in the South Korea menswear market with detailed profiles of all major companies.

Latest News and Developments:

• May 2025: PUMA launched its global H-Street experience in Seoul, celebrating the new H-Street trainer. The immersive four-day event at Layer 41 featured collaborations with Korean creatives, offering a blend of sport, style, and culture. The experience highlighted PUMA’s low-profile silhouettes and showcased menswear-inspired designs.
• April 2025: South Korean fashion brand JiyongKim opened its first flagship store in Seoul, a gallery-like space in a former residential building. Known for its sun-bleached menswear, the store offers a minimalistic, exhibition-style setting to showcase its one-of-a-kind collections, with plans to feature other brands in the future.
• February 2025: South Korea’s Athler secured KRW 4 billion (USD 3 million) in Series A funding to invest in menswear for men in their 30s and 40s. Specializing in personalized shopping experiences, the platform features over 600 brands across casual, formal, and outdoor wear, with plans to expand into sports and electronics.
• January 2025: Salomon Korea launched the Slate Collection, blending high fashion and technical functionality for menswear. Inspired by "Engineered to Explore", the range features earth-toned designs with GORE-TEX and ventilation for outdoor activities. Key pieces include the NOVA Slate Jacket, showcasing sleek, futuristic aesthetics with practical features.
• July 2024: Gen.G launched a collaboration with streetwear brand LIBILLY to release the "2024 Gen.G x LIBILLY Collection". The line features official jerseys, jackets, t-shirts, sweatshirts, and caps, with Gen.G's gold accents and "Change the Game" slogan, blending e-sports and fashion.

South Korea Menswear Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the South Korea menswear market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the South Korea menswear market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the South Korea menswear industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.