A floral quilted vest, long seen as an unfashionable grandma-style item in Korea and nicknamed the kimjang vest, is experiencing a revival as a trendy winter piece among young consumers. The trend gained momentum after BLACKPINK's Jennie and aespa's Karina posted photos wearing it on social media. Search interest has surged, propelling it to top spots on online shopping platforms.
The kimjang vest, a floral quilted garment traditionally worn by older women during winter kimchi-making, has long been viewed as practical but unfashionable. Yet it is now surging in popularity among young Koreans as a stylish winter item. According to Naver Data Lab trends on November 18, searches for quilted vests and terms like 'floral vest' among users aged 19 to 34 reached an all-time high of 100 the previous day, after peaking at 96 in December 2024, dropping to zero, and rebounding from mid-October.
BlackKiwi analysis shows searches this month rose nearly sevenfold, by 699.85 percent from the prior month. Users in their 20s accounted for 13.2 percent and those in their 30s for 36 percent, with women comprising 84.3 percent of searches. Experts link the revival to the 'choncance' trend of rural-themed relaxation and 'halmaenial' aesthetic embracing nostalgic grandma styles. Rural tourism has grown, with the Rural Development Administration reporting on October 29 that 43.8 percent of Koreans experienced rural travel, up from 35.2 percent in 2022.
The buzz intensified after global K-pop idols BLACKPINK's Jennie and aespa's Karina shared social media photos in the vest, captivating younger fans. Consequently, the item has topped bestseller lists on platforms like Zigzag and Ably, popular with women in their 20s, with prices ranging from 5,000 won ($3.85) to 40,000 won. The trend even extends to pet wear: On October 22, underwear brand BYC partnered with pet clothing label Gaeryas for a dog-sized version, which garnered attention at a Coex popup in southern Seoul.