'Ddaengddaengi' Searches Surge 2500%... What's Happening to the Jalpase Generation Saying "I Have to Buy It Too"?

Netflix Drama 'Poksak Soksassuda' Becomes a Hit
Retro Styles in the Spotlight... Dot Search Volume Up 26 Times
"Modernly Reinterpreted Items Remain Steadily Popular"

The retro trend is heating up in the domestic fashion industry. With the Netflix drama 'Poksak Soksassuda' gaining sensational popularity, retro styles including the 'ddangddangi pattern' are drawing attention on major fashion platforms.

Last month, the search volume for 'dot' (round spots) on the fashion platform increased 26 times (2500%) compared to the previous year. Searches related to retro patterns such as 'check' (70%), floral patterns (120%), 'flower' (90%), and 'check shirt' (123%) also rose simultaneously.

So-called 'retro chic' (styles from the 1960s to 1990s reinterpreted in a modern way) and 'grandma core' (styles that look like they were taken from a grandmother's wardrobe) inspired by past fashion have become established fashion trends.

According to the fashion platform Musinsa on the 5th, the search volume for 'dot' (round dots) last month increased 26 times (2500%) compared to the previous year. Searches related to retro patterns such as 'check' (70%), floral patterns (120%), 'flower' (90%), and 'check shirts' (123%) also rose simultaneously.

On the fashion platform 29CM, during the same period, searches for 'dot pattern' increased 8 times, and 'check pattern' searches rose by 58%.

Retro style is also popular on competing platforms. On Zigzag, during the same period, searches for 'dot' and 'flower' increased by 721% compared to the previous year. On Ably, from the 12th to the 25th of last month, the two-week search volume for 'dot' increased 15 times (1400%), and 'ddangddangi' increased more than 9 times (820%). Searches for 'floral patterns' also more than doubled (125%).

Some scenes from Pokssak Soksassuda. Netflix.

I was completely fooled. Netflix.

In particular, the point items worn by Aesun (IU), the main character of the drama 'Poksak Soksassuda,' are gaining spotlight. On Ably, in the recent two weeks, searches for 'dot scarf' increased more than 4 times (345%), and transaction amounts rose nearly 8 times (680%). Searches and transaction amounts for 'floral vest' also increased by 3.7 times (270%) and 2.5 times (165%) respectively. Searches for 'floral sleeveless (nashi)' increased 3 times (200%).

On Zigzag, searches for related items such as dot scarves (248%), dot pants (222%), and dot stockings (191%) all increased simultaneously, and more people are looking for flower sleeveless tops (153%), flower shirts (175%), and flower skirts (51%).

These platforms have a high usage rate among the 'Jalpase generation' (a compound term for Generation Z born from the mid to late 1990s to early 2000s and Generation Alpha born after 2010). The fashion industry generally considers the revival of retro styles during economic downturns as a given. It is said that people find comfort in harsh daily life by recalling nostalgia from the past.

In fact, during the COVID-19 pandemic, retro styles such as 'Y2K,' which were popular around the year 2000, showed strong trends, but recently even older fashion styles have been summoned.

A fashion industry insider said, "The retro mood such as Y2K has continued for the past few years, but recently, retro fashion going further back than Y2K is gaining popularity. Generation Z, who like to express their individuality, complete unique outfits with modern touches like dot windbreakers and dot stockings," adding, "As newtro styles combined with street and balecore gain popularity, the retro trend is expected to continue."

In the fashion industry, styling that modernly reinterprets retro fashion items is gaining popularity. According to 29CM, on this platform, Saenggin Studio's 'Banding Ruffle Dot Sha Skirt,' which adds dot patterns and frill details to an avant-garde silhouette, is receiving high attention. Items in the 'push bow' style, tying a large ribbon around the neck, have also appeared. Ribbon bow blouses by Lonlon and long tie shirts by Hocuspocus are also popular.

In the February 'Musinsa Monthly Ranking,' retro fashion items based on checks ranked high. In the shirts and blouses category, Filluminate's 'Overfit Forest Check Shirt' ranked 2nd, Take Easy's 'Vintage Over Duplin Check Shirt' ranked 7th, and Standard Error's '87-STAN083 Retro Plaid Overfit Pocket Long Sleeve Shirt' ranked 11th.