Surge in Ballet Outfits and Warmers Sales as "Chui-baller" Trend Grows
"Balletcore" Consumption Spreads Among Women in Their 20s and 30s
The number of so-called "chwi-baller"-people who are starting ballet as a hobby-has been rising as celebrities such as singer and actor Suzy and actor Park Jihyun share their ballet activities on social networking services (SNS), coinciding with increased demand for indoor exercise during the winter. As a result, sales of related products such as ballet outfits, warmers, and hair nets have surged several dozen times compared to the previous year, establishing a new consumer trend.
Actor and singer Suzy sharing her daily life enjoying ballet on her social networking service (SNS). Suzy Instagram
Zigzag, the fashion platform operated by Kakao Style, announced on December 8 that sales of ballet-related products in November soared up to 32 times compared to the same period last year. During the same period, searches for "ballet" reached approximately 12,000, more than tripling from the previous year, with about 80% of those searching in their 20s and 30s. This indicates that the ballet trend is spreading primarily among younger consumers.
As the weather has turned colder recently, demand for indoor exercise has increased, leading to greater interest in ballet. In addition, celebrities such as singer and actor Suzy and actor Park Jihyun have shared photos and videos of their ballet practice on SNS, which has contributed to the growing popularity of ballet as a hobby and further fueled demand.
A representative from Kakao Style stated, "With temperatures dropping sharply, demand for indoor exercise has risen. Ballet is gaining popularity because it is highly effective for posture correction and weight loss, and people enjoy choosing workout outfits that suit their preferences."
As ballet gains popularity, the transaction volume of ballet-related products has recently surged up to 32 times. Zigzag
This growing interest in ballet has translated into actual product purchases. In November, Zigzag's transaction volume for "ballet outfits" increased by 530% compared to the same period last year, while sales of "leotards," a basic ballet item, skyrocketed more than 32 times. Transaction volumes for "wrap skirts" and "strap cardigans," which are worn over ballet outfits, rose by 68% and 50%, respectively. Other related items also saw significant growth, including "ballet shorts" (1,383%), "ballet warmers" (619%), and "ballet tights" (209%).
Accessories are also gaining popularity. During the same period, the transaction volume for "ballet bags" increased by 933% year-on-year, and sales of "hair nets," which complete the ballet hairstyle, rose by 116%.
Kakao Style commented, "Since the 'balletcore' trend two years ago, ballet has become part of everyday life, and this year it has emerged as a popular exercise among women in their 20s and 30s. Ballet outfits can also be used for various indoor exercises such as yoga and pilates, so we expect demand to remain steady."
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