The Unique Formula Among Foreigners: How to Instantly Spot Koreans at Vacation Destinations

The "Rash Guard = Koreans" Association Spreads on Global Social Media
Interpreted as "Conscious of Others' Gaze"... Some Argue "It's Just Comfortable"

As it has become common for Koreans to wear rash guards at vacation destinations around the world, a unique association of "Koreans = rash guards" is taking hold.

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On July 13, KakaoStyle, the operator of the shopping platform Zigzag, announced that between June 27 and July 10, searches for "rash guard" increased by 40% compared to the same period last year, while sales rose by 35%. This is a striking figure compared to the 5% increase in women's bikini sales during the same period. On Naver's "beachwear" search rankings, rash guards dominated the top 10 spots.

The primary reason Koreans prefer rash guards is their UV protection. Unlike Western cultures that enjoy tanning, Koreans tend to favor fair skin as a beauty standard, making rash guards a good fit for their aesthetic preferences. Another advantage is that rash guards can be worn comfortably like a T-shirt, both indoors and outdoors.

Yonhap News Agency

Additionally, some analysts suggest that this trend reflects the collective psychology of Koreans, who are highly conscious of others' gazes. Lee Eunhee, an honorary professor of consumer studies at Inha University, explained, "Many people feel psychologically uncomfortable when they wear revealing swimsuits and attract attention from others." In fact, many shopping mall reviews mention that rash guards are favored because "they cover the body well." Conversely, there is also an interpretation that the popularity of rash guards reflects a social atmosphere where people are less conscious of others' opinions.

On overseas social networking services such as Reddit and Quora, questions like "Why do Koreans swim with their clothes on?" are regularly posted. As a result, the image of "Koreans = rash guards" is being formed. This stands in contrast to Western countries, where rash guards are mainly seen as attire for surfers or marine sports enthusiasts.