Jelly Shoes Surge in Popularity as the "Dry Monsoon" Persists
Vacation Items Replace Rain Boots in Retail and Fashion Promotions
As the "dry monsoon" continues, jelly shoes are flying off the shelves, replacing rain boots, which are typically popular fashion items during the monsoon season. Jelly shoes, which were a hit in the 2000s, are known for their excellent waterproofing and breathability. The growing interest in the 2000s "Y2K" trend appears to be driving more consumers to seek out jelly shoes.
According to fashion platform Ably on July 8, the transaction volume of jelly shoes surged by 79% and search volume by 69% from June 30 to July 6. At Musinsa, search volume for jelly shoes during the same period increased by 73% compared to the same period last year.
Suecomma Bonnie, a footwear brand under Kolon FnC, introduced both "rain boots" and "jelly sandals" as monsoon items this year, but sales of jelly sandals have risen sharply. From June 14 to 20, the sales rate of "ribbon jelly sandals" reached 77%, and all black and gray jelly sandals sold out, prompting restocking orders.
This jelly shoe craze is attributed to the effects of the dry monsoon. The monsoon season occurs when the southern North Pacific air mass and the northern Okhotsk Sea air mass collide, forming a monsoon front that brings continuous rain from late June to late July (the average period is June 25 to July 26). The average number of rainy days is 17.7, and the average precipitation is 378.3 mm. In both 2023 and last year, the monsoon lasted longer and brought more rain than average.
However, this year, the monsoon front has moved northward as far as Hamgyeong Province in North Korea, resulting in almost no monsoon rain, while an early heat wave has also arrived. This has led to jelly shoes gaining popularity as a must-have item for the monsoon season, replacing rain boots. A fashion platform representative explained, "Items that can be worn lightly and consistently regardless of the weather are popular. In particular, jelly shoes with perforated, semi-transparent (see-through) designs are highly breathable, making them suitable for use even in hot and humid weather, which is driving up sales."
The retail industry is also putting vacation items front and center instead of monsoon-season fashion products. At Lotte Department Store, the "Summer Shoes Event," which features sandals and jelly shoes, started about two to three weeks earlier than last year, and the stock was increased by about 20 to 30%. A pop-up for swimwear, a summer item, is also underway. The number of swimwear pop-ups has increased by about 30% compared to last year, with a total of 16 pop-ups now in operation.
Fashion platform W Concept is holding its "Swimwear Week" event, which usually takes place after the monsoon season. The company had been running a "Rainy Day" promotion targeting the monsoon, featuring related products on the main screen of its app, but as the monsoon quickly ended, it shifted to a vacation season promotion. W Concept will continue the event until July 14, focusing on sunscreen, swimwear, and vacation goods.
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