From Labubu to Chagee, Chinese life-style manufacturers discover rising market in Korea

On a current afternoon in Seoul’s Yongsan I’Park Mall, dozens of shoppers lined up for drinks from Chinese tea chain Chagee. Inside the identical mall, different buyers browsed cabinets stocked with Labubu, the quirky collectible dolls that sparked a shopping for frenzy amongst younger customers final 12 months.

The scene highlights a notable shift in Korea’s client panorama. While anti-China sentiment steadily surfaces in political and diplomatic discussions, Chinese meals, toys, journey locations and life-style manufacturers have gotten more and more acquainted components of on a regular basis life for Korean customers.

Industry specialists say the pattern is being pushed by altering client preferences in an period the place social media, journey and international cultural exchanges more and more form buying choices.

Children in Korea develop up consuming “malatang,” a spicy Chinese noodle soup dish, and “tanghulu,” a conventional Chinese snack manufactured from sugar-coated fruit skewers.

Young adults are visiting cities reminiscent of Shanghai and Chengdu in rising numbers and bringing residence consumption developments they uncover there. Older generations have lengthy embraced Chinese-style scorching pot and lamb skewer eating places as common gathering spots.

Cho Yoon-ju, director of the Korean Food Grand Master Center, mentioned the rising reputation of Chinese merchandise ought to be considered as a part of a broader technique of cultural globalization.

“Whether a food or brand comes from China is not the most important factor,” Cho mentioned. “As Korean food has spread globally and adapted to local cultures overseas, overseas cultures are naturally entering Korea as well. It is part of a broader process of cultural exchange.”

Cho added that Korean customers have already embraced a variety of overseas cuisines through the years, together with Vietnamese pho, Japanese sushi and milk tea drinks. In her view, customers finally decide which merchandise survive available in the market based mostly on high quality and private desire relatively than nationwide origin.

“Consumers ultimately decide what succeeds,” she famous. “People choose products because they fit their tastes and lifestyles, not simply because of where they come from.”

Travel main the pattern

The pattern is particularly seen in journey.

According to journey company Yellow Balloon, China accounted for 25 p.c of bookings for the May vacation season this 12 months, trailing solely Japan at 27 p.c. The firm attributed China’s reputation as a vacation spot to its proximity, comparatively inexpensive journey prices and a rising curiosity in city locations.

Heo Yul, head of Yellow Balloon’s promotion group, mentioned journey in China was as soon as largely related to scenic locations favored by older vacationers. Recently, nevertheless, youthful vacationers have been reserving journeys to main cities.

“Travelers using package tours to China used to visit scenic destinations such as Zhangjiajie or Mount Paektu and were largely popular among middle-aged travelers,” Heo mentioned. “But recently, we have seen more young customers booking trips to big modern cities such as Shanghai, Beijing and Qingdao.”

He mentioned journey demand is more and more being pushed by youthful customers looking for fashionable eating places, visually interesting sights and social media pleasant experiences.

Another journey business insider who requested anonymity mentioned many youthful Korean customers do not see journey and life-style selections as inherently tied up in political points.

“Many young travelers simply see China as an interesting destination with modern attractions, good food and relatively affordable costs,” they mentioned. “Political issues and travel decisions are often viewed separately.”

Food & retail

The shift can be evident within the meals and retail sectors.

Chinese scorching pot chain Haidilao has turn into some of the profitable examples. Haidilao Korea noticed its 2025 income surge 50.9 p.c year-on-year to 117.7 billion gained ($78 million), up from 78 billion gained in 2024, in line with its filings with the Financial Supervisory Service. During the identical interval, its working revenue jumped 84.3 p.c to twenty.2 billion gained from 10.96 billion gained.

Chinese tea manufacturers are additionally gaining momentum.

Chagee just lately opened its first Korean shops and has attracted lengthy strains of shoppers desperate to attempt its merchandise. Unlike previously, many Chinese manufacturers now brazenly emphasize their Chinese id relatively than downplaying it.

The model had already gained recognition amongst Korean customers earlier than its native debut after Jang Wonyoung of Ok-pop woman group IVE livestreamed her go to to one in all its shops earlier this 12 months.

Consumer items

Consumer items inform an identical story.

Labubu, a set of dolls from Chinese toy firm Pop Mart, grew to become one of many hottest collectibles amongst Korean customers final 12 months. Limited-edition releases bought out shortly and resale costs surged as demand exploded.

However, the craze seems to have light nearly as shortly because it emerged.

“Last year everyone was desperate to get a Labubu,” mentioned a 13-year-old woman passing by a Pop Mart retailer in Seoul. “If they could not get a genuine one, they wanted a fake one instead. Nobody really cared why. It was just trendy and everyone wanted one. But now people seem to have lost interest. I think it was simply a trend that passed.”

Her commentary displays what many business watchers describe as the character of recent client tradition. Products rise and fall based mostly on social media publicity, viral content material and altering tastes relatively than their nation of origin.

Kim Dae-jong, a professor of enterprise administration at Sejong University, mentioned the rising reputation of Chinese manufacturers displays a broader transformation in how customers consider merchandise.

“The most important factor today is not whether a product comes from China or another country,” Kim mentioned. “What matters is whether the brand offers appealing design, emotional value and experiences that resonate with consumers.”

He mentioned the success of merchandise starting from Labubu to exploit tea demonstrates that Korean customers are more and more making buying choices based mostly on high quality, design and cultural relevance with out a lot consideration of origin.

“Koreans are highly connected to the global economy and are among the world’s most active travelers,” Kim mentioned. “As a result, there is relatively little resistance to foreign brands. If a product is attractive and enjoyable, consumers are willing to embrace it regardless of where it comes from.”