Women and Dogs Prohibited? 'Woman Power' Breaking Down Golf Course Walls

One in Four Golfers in Korea Is Female
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Women golfers in their 20s and 30s are rapidly emerging as major players on the field. Photo by Hanseom

[Asia Economy Reporter Jang Hee-jun] 'Women power' is establishing itself as a major force on the field.

According to the Korea Leisure Industry Research Institute on the 24th, the domestic golf population was recorded at 5.64 million last year. Compared to 2019, before the domestic influx of COVID-19, it increased by 940,000. A noteworthy point is the proportion of female golfers. As of last year, it was 25.5%, surpassing Japan (19.3%), where accessibility to golf is high.

For example, the average number of times women in their 20s visited golf courses last year was 16.3. Compared to 2.6 times in 2019, it surged more than sixfold in two years. The flood of golf wear targeting the young generation, especially women, who do not spare spending on 'style,' also proves this. Wearing flashy clothing and posting photos on social networking services (SNS) such as Instagram has become a trend, which is cited as a background for the popularity.

"Record-breaking boom"... The golf industry is now a 'women's kingdom'

The active entry of women into golf is leading the boom in related industries. The most prominent influence is in golf wear. For example, Shinsegae Department Store's golf wear sales grew by 56.3% year-on-year last year. Hyundai Department Store also saw a sales growth rate of 65.5% last year. This contrasts with the 10% range growth rate in golf wear sales in 2020.

Women show purchasing power befitting 'big spenders.' According to recent data released by the Korea Federation of Textile Industries, the group that spends the most per purchase when buying golf wear is 'women in their 30s.' While the average consumer spends 286,000 KRW on golf wear, women in their 30s spent 310,000 KRW. In terms of purchase frequency, women in their 30s were also the highest.

Golf courses as forbidden spaces for women? That's a thing of the past

Golf courses were not always open spaces for women. In Scotland, the birthplace of golf, there is a golf course famous as a 'forbidden space for women.' Muirfield in East Lothian, the venue where the final major tournament of this year's LPGA Tour, the AIG Women's Open, was held earlier this month. It was the first time a women's professional tournament was held at this course, which opened in 1744.

Muirfield once displayed the famous sign "No dogs or women allowed." This golf course, which accepted only male members for over 270 years, opened its doors to female members only in 2017. In fact, female members joined in 2019, meaning that the wall of gender discrimination on the field remained firmly in place until recently.

In neighboring Japan, there was also a golf course that discriminated against women. It is Kasumigaseki Golf Club located in Saitama Prefecture. Selected as a venue for the 2020 Tokyo Summer Olympics in 2017, it became controversial for not accepting women as full members and banning women's rounds on holidays. After the International Olympic Committee (IOC) issued a warning that the venue could be changed, the club eventually granted full membership rights to women as well.

Golf courses in Korea still do not accept 'female members'

Female golfer. Photo by Getty Images/Multivitz

While historic overseas golf courses have opened their doors to women, some golf courses still exclude women. This is a story about Korea. Two member-only golf courses in Yongin City, Gyeonggi Province, recently became controversial. Both courses opened in the 1980s and 1990s. At that time, golf was socially recognized as a men's sport, and membership qualifications were set as 'men aged 35 and over.' This condition has been maintained to this day.

Eventually, petitions flooded in, and the National Human Rights Commission of Korea ruled in June that the condition was a 'discriminatory act infringing on the right to equality.' The commission pointed out, "Even if women can use the golf course in other ways, there is a significant difference from the benefits enjoyed by full members," and "It is hard to see a reasonable reason for maintaining the standards set at the time of opening until now, when the proportion of women among golf populations has significantly increased."

It is not only these two golf courses. Looking at the membership market, many golf courses still discriminate against women. An official from a membership trading office said, "Some golf courses still restrict women's admission or apply different benefits," adding, "Since the supply of male memberships is relatively large, female memberships can be expensive, ranging from tens of millions to hundreds of millions of KRW."

Women with economic power lead trends on the field

So, what is the reason for the active participation of women in golf, unlike in the past? It is not just the trend of wearing flashy golf wear and posting photos on SNS. Experts believe that the increased social participation of women, along with their elevated economic and social status, has been decisive.

Professor Eunhee Lee of the Department of Consumer Studies at Inha University said, "In the past, golf courses were 'business spaces for men,' but now the perception of golf is changing to a sport for enjoying leisure with acquaintances," adding, "With women gaining economic power, entry into golf has become easier, and this female influence is expected to strengthen further."

However, there are clearly challenges to be addressed. Seocheon Beom, director of the Korea Leisure Industry Research Institute, said, "Women's participation in golf has already surpassed Japan and reached a level similar to the United States," but "Going forward, there is a possibility that the population may shift to other leisure activities as the COVID-19 pandemic subsides, rather than dramatic growth."

He continued, "For women's participation in golf and the industry's growth to continue, popularization as 'a sport that anyone can enjoy affordably' must be achieved."