"Not a Waste of Money" Another Flex After Golf... MZ Enjoying the "Noble Sport" Tennis

MZ Generation Captivated by High-End Sports
MZ Generation Does Not Hesitate to Spend on Enjoyable and Valuable Consumption

[Asia Economy Intern Reporter Kim Nayeon] Following the golf craze, now there is a tennis craze. The MZ generation (Millennials + Generation Z, born from the early 1980s to early 2000s), which boosted the golf industry, is falling for the charm of tennis, a "noble sport."

With the end of social distancing and the transition to the COVID-19 endemic era, the compensatory psychology for more than two years of staying at home exploded. Naturally, interest in outdoor activities as well as health increased. Especially among the younger generation sensitive to trends, interest in team ball sports such as tennis and soccer has surged, replacing home-based sports.

According to a survey by Auction on sports leisure consumption trends among people in their 20s and 30s for about two months (April 18 to June 20) after the full lifting of social distancing, sales of products related to ball sports increased up to eight times compared to the same period last year.

During the same period, tennis equipment sales increased by 210%, with tennis racket sales rising nearly eightfold (693%). Additionally, tennis apparel (207%), tennis shoes (182%), tennis balls (25%), and tennis bags (24%) all showed overall growth.

Team ball sports are also popular. Soccer equipment sales increased by 65%, with soccer balls up 93%, soccer apparel up 45%, and soccer shoes up 21%. Soccer vests (98%), goalkeeper gloves (194%), shin guards (36%), and soccer bags (41%) were also popular, and foot volleyball equipment increased by 55%.

Actress Soyoujin is enjoying playing tennis. Photo by Soyoujin Instagram

People in their 20s and 30s, who do not hesitate to spend on what they like and consider valuable, show off their 'flex' lifestyle by posting certification shots on social networking services (SNS). The desire to imitate the hobbies of famous celebrities and CEOs has also increased. Actress Soyoujin and cooking researcher Baek Jongwon’s love for tennis became a big topic. SK Group Chairman Chey Tae-won also posted a certification shot in tennis attire, saying "Saturday is Tennis Day." As of the 26th, there are about 260,000 posts on Instagram related to '#Tereni' (a newly coined word combining tennis and children). The so-called 'tennis skirt' is a mini skirt with vertical pleats that makes the figure look attractive and showcases healthy beauty, making it a popular photo for Tereni certification shots.

The largest tennis pop-up store in Korea, 'The Court'.
[Image source=Yonhap News]

The distribution industry is also sensing the tennis craze and making changes. Lotte Department Store is opening an experiential tennis pop-up store called 'The Court' at Jamsil World Mall, with a size of 357㎡ (about 108 pyeong), larger than an actual tennis court. It gathers famous brands such as Wilson, a tennis equipment brand, as well as Nike, Babolat, and Yonex in one place. There are not only product display areas but also event spaces, rest areas, and a mini tennis court with a ball machine where visitors can actually play tennis.

Meanwhile, experts have diagnosed that the strengthened individualistic tendencies due to COVID-19 will not revert to the past, and small-group sports cultural activities will continue for some time.