"I Bought Lapupu Instead"... Why Young People Are Crazy About 'Dupes' [The World is Z Gold]

(33) "Dupe" Craze Sweeps the US Amid High Inflation
"Rational Consumption" Trend Grows Amid Economic Uncertainty
"No Need to Stick to Brands for Short-Lived Trends"

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is gaining attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [World is Z Gold], we shed light on the lives and values of Generation Z around the world, and explore how they are changing society.

Even at the end of the year, the trend of Generation Z choosing "dupes" (dupe·alternatives) over luxury goods is expected to continue. The term "dupe," derived from "duplication," refers to products that imitate the design or functionality of high-end brands and are released at a much lower price. As young consumers prioritize cost-effectiveness while trying not to fall behind trends, dupe products have consistently gained popularity.

"Trendy Items, But Cost-Effective"... Dupe Consumption Spreads

'Labubu' sold at Pop Mart. Pop Mart homepage

According to the "Holiday Outlook 2025" report recently released by global consulting firm PricewaterhouseCoopers (PwC), 82% of Generation Z consumers in the United States plan to purchase dupe products this holiday season.

Additionally, while 59% of Generation Z still preferred well-known brands, 41% expressed a willingness to purchase more affordable private label (PL) products. This aligns with the "rational consumption" trend, where people do not want to give up on trends even amid inflation and economic uncertainty. For example, instead of buying the popular "Labubu" figure from Chinese company Pop Mart, some consumers opt for "Lafufu," a similar product inspired by it.

Emily Huang, a consumer in her twenties living in Boston, also purchased dupe versions of Gucci, Prada, and Goyard wallets as gifts for friends while studying in Shanghai last year. The price ranged from $10 to $20 (about 14,000 to 28,000 won). In an interview with USA Today, Huang said, "There are a lot of well-made dupe products these days," adding, "My friends liked the wallet gifts, and unless you look closely, they look almost like the real thing." She further explained, "Since I don't earn much, I can't afford luxury goods, but I was satisfied with the quality of most of the dupes I bought," and added, "If it's an item that's obviously going to go out of style soon, there's no reason to buy a famous brand." Huang also mentioned that she bought shoes inspired by Crocs and sunglasses modeled after Prada.

This dupe phenomenon is especially prominent among Generation Z and other young consumers, as it allows them to enjoy high-end brand products in a cost-effective way. Shikha Jain of global consulting firm Simon-Kucher explained, "Dupes are products that make trendy items accessible to everyone," adding, "Generation Z and Millennials want to buy high-quality products at reasonable prices, so dupes are a trend targeting them." She continued, "Dupes are not just simple copies but are closer to a 'culture of positively embracing imitation,'" and emphasized that they are different from counterfeit products that falsely claim to be genuine.

Dupe Products Also Popular in Korea... Continued Growth Expected

A customer is looking at cosmetics at Daiso Emart Mokdong Branch in Yangcheon-gu, Seoul. Photo by Kang Jin-hyung

In Korea, dupe consumption is spreading, especially in cosmetics. Last year, Daiso collaborated with beauty brand Son & Park to launch the "Artis Spread Color Balm," which gained attention as an affordable version of a Chanel Beauty product and quickly sold out. While the Chanel product costs around 60,000 won, the Daiso version was sold for just 3,000 won, making it an instant hit. Recently, videos comparing luxury brand perfumes and ZARA fragrances have also become common on YouTube and other platforms.

As cost-effectiveness becomes a major focus for consumers, perceptions of the dupe phenomenon are also becoming increasingly positive. According to a survey conducted by market research firm Embrain Trend Monitor of 1,200 men and women aged 13 to 69 nationwide, 48.8% responded positively to the dupe phenomenon, far outweighing the negative responses (9.5%).

In particular, dupe products were viewed positively for enabling rational consumption that reduces financial burden (71.8%) and for providing an option to enjoy high-quality products at a lower price (56.4%). Additionally, 55.8% of respondents said it was more efficient to choose dupe products rather than pay high prices for items that are only briefly in fashion.

There are also projections that the dupe market will continue to grow. According to Shelftrend, a UK-based data analytics platform, the market size of "dupe perfumes," a representative category of dupes, is expected to reach about $2.71 billion (approximately 3.87 trillion won) this year, with an average annual growth rate of 15.8% projected through 2034.