"Not a Fake" Luxury Bag Worth 15 Million Won for Only 110,000 Won?…'Dupe' Is Trending [News Terms]

Mainly Low-Cost Products Modified from High-End Brands
Walmart's "Wirkin Bag" and Daiso's "Color Balm"
"Dupe Consumption" Takes Root Among Young People in Their 20s and 30s

'Dupe' is an abbreviation of Duplicate, referring primarily to low-cost products that slightly modify the design and functionality of high-end brand products. They are commonly called 'affordable alternatives.' There is a subtle difference from counterfeit or fake goods, which are simple copies intended to deceive consumers by passing off as genuine products. Although dupe products are distinguished from counterfeits and do not pose legal issues such as trademark infringement or patent violation, ethical concerns regarding business morals often arise since they are similar products.

The consumer behavior of seeking 'alternative products' to luxury goods is called 'dupe consumption.' As wallets of young people in their 20s and 30s have become thinner, dupe consumption has established itself as a culture. A recent example is Walmart's 'Wirkin bag' in the United States. The Wirkin bag is a combination of Walmart and Herm?s Birkin bag. The Wirkin bag closely resembles the design of the Herm?s Birkin bag, whose basic cowhide model retails for at least 15 million KRW, but it was sold online at a very affordable price of $78 (about 110,000 KRW), gaining popularity.

CNN analyzed the dupe consumption phenomenon, stating, "High-end brands like Herm?s attract public attention, but most people cannot access them due to the price." It added, "Nevertheless, consumers hungry for discounts are attracted to affordable, high-quality duplicates and enjoy indulging in them." It also explained, "Expensive brands such as Stanley water bottles and Lululemon leggings are competing with cheaper similar products."

Walkin Bag and Birkin Bag Review Videos
[Photo by TikTok]

According to a report released by the UK market research firm Mintel in November last year, 64% of Generation Z consumers and 67% of Millennial (M) consumers responded that they use dupe products to save costs. Fashion influencers have also contributed to the spread of dupe consumption. In fact, searching the hashtag '#dupe' on social networking services (SNS) such as TikTok reveals videos introducing or boasting about cost-effective products they have discovered, which have recorded high view counts.

Dupe consumption is not unfamiliar in Korea either. It is especially evident in the fashion and beauty industries, where trends move rapidly. Various cosmetics released by Daiso are representative examples. The Daiso Color Balm product (3,000 KRW), called the 'Chanel affordable alternative,' was sold at a 95% discount compared to the original Chanel product price, causing a sold-out frenzy.

The reasons young people are enthusiastic about dupes include economic recession, high inflation, and a tendency to prioritize cost-effectiveness. The Korea Broadcast Advertising Corporation's '2025 New Year Consumption Trend Outlook' also found that practical consumption will become the mainstream. Many respondents answered, "I only buy what is necessary and try to refrain from purchasing unnecessary items (80.7%)" and "I prefer practical consumption that satisfies me rather than visible consumption (89.7%)."