A once-mocked “kimjang vest” is gaining popularity among younger generations

Once mocked as a symbol of unfashionable design, the so-called kimjang vest is gaining traction among younger generations. Recent data from Naver Data Lab show that searches for “kimjang vest” and related keywords (such as floral vests) reached 77, on a scale where 100 marks the peak. The peak value of 100 was recorded last December, but searches cooled with the weather before surging again in mid last month.

Keyword analyses also indicate a sustained rise. By November 16, searches for kimjang vest and related terms rose roughly sevenfold (about 699.85%) from the previous month. The share of searches by those in their 20s and 30s accounted for about half of all ages, with women making up a large majority—around 84.3%.

The revival appears linked to cultural trends like “chon-cangse” (countryside leisure) and “halmae-ni-yeol” (grandma-millenial), which have led younger people to reinterpret the style as fashionable. As people seek countryside escapes for relaxation, the kimjang vest has spread as a fashion item among the 2030 generation.

Demographic and market context supports the shift. Last month, a government briefing noted that 43.8% of the population had experienced rural tourism, up from 35.2% in 2022, with escape, rest, and healing cited as the top reasons (54.0%). The trend continues to be reinforced by nostalgia for earlier eras among older generations, while younger trendsetters adopt the look as a new form of chic.

Celebrity influence has also played a role. Since Jennie and Karina posted photos wearing kimjang vests on social media last year, the trend has drawn more attention. In fashion platforms popular with young women, such as ZigZag Best, padded vests remain in the top 10, with price ranges from around 5,000 to 40,000 won.

In addition, the trend has even extended to pets. A pop-up by Garyas, the dog clothing line of BYC, showcased dog kimjang vests that gained popularity at Coex, illustrating how far this style has permeated everyday life.