The 'Thermal Underwear Competition' Behind the Scenes of the Severe Cold Wave

Heating function and design combined... 'Balhyeol Naeui' market steadily growing
From thick, bulky underwear to body-fitting designs enhancing the fit
Experts say "High potential to remain popular like leggings"

As the strongest cold wave begins, children

[Asia Economy Reporter Han Seung-gon]? The cold wave is raging. Even when wearing a thick coat, the chill that seeps through the collar cannot be avoided. At times like this, what comes to mind is thermal underwear. Wearing thermal underwear helps retain heat due to its warming effect.

Thermal underwear has now become more than just a cold-weather essential; it has established itself as a fashion item. Since the mid-2000s, as social trends focusing on health became prominent, well-being thermal underwear emerged. Made from 100% natural materials such as silk, organic cotton, and featuring antibacterial and odor-prevention functions, thermal underwear has evolved beyond its basic function to promote health when worn.

Meanwhile, recently, instead of thick and bulky thermal underwear, so-called 'fashion thermal underwear' has captivated the public. Thermal underwear designed to fit closely to the body and accentuate the fit is very popular. Examples include Uniqlo's Heattech and Topten's On Air, which have emerged as thermal underwear that can also be considered fashion items.

The market for heat-generating innerwear that has captivated customers continues to grow. According to the Korea Fashion Market Trend, as of 2019, the domestic underwear market size was approximately 2.1 trillion KRW. Among this, the women's underwear market accounted for about 1.5 trillion KRW, representing 72.5% of the total market. According to the e-commerce specialized data analysis platform Item Scout in 2022, 'women's seasonal innerwear' with functions similar to heat-generating innerwear recorded sales of 12.9 billion KRW, a 1665% increase compared to the previous year.

Especially during cold waves like these, sales of heat-generating innerwear jump significantly. This is because consumers increasingly seek heat-generating innerwear that is light to wear under clothes and offers good cold protection, rather than higher-priced items like padding or coats.

Fierce Competition Amid Cold Wave... Who Will Win the Heat-Generating Innerwear Battle?

According to Topten, an SPA brand operated by Shinseong Tongsang, sales of the functional heat-generating innerwear 'On Air' increased 5.5 times (450%) over two days (November 30 and December 1), when the first cold wave warning was issued, compared to the same two days the previous week (November 23-24).

BYC also launched the functional heat-generating innerwear 'Body Heat,' and sales on its official online store nearly tripled (181%) during the same period compared to the previous period. Sales growth of Body Heat at direct stores was also recorded at 179%.

Sales of thermal underwear from the underwear brand Vivian also surged. Average sales of thermal underwear last month increased by 65% compared to the same period last year. Ssangbangwool released 'Try Heat Up,' which enhances heat retention, and 'Heat Up Light,' suitable for outdoor sports. Hyosung TNC, a subsidiary of the Hyosung Group, introduced 'My Heat' in collaboration with the domestic online fashion platform Musinsa to target the heat-generating innerwear market.

Shinsegae International's lifestyle brand Jaju and E-Land Retail's innerwear brand 'Anybody' are also focusing on the Heattech market by launching new products. Behind the cold weather, fashion companies are fiercely competing.

Experts predict that the heat-generating innerwear market will continue to grow. Professor Lee Eun-hee of Inha University's Department of Consumer Studies analyzed, "Heat-generating innerwear that considers both warmth and design is gaining popularity in the market. This phenomenon is similar to that of leggings." Just as leggings have firmly established themselves as a fashion item, thermal underwear is also becoming a kind of fashion.