Don't you think you have had more opportunities to hear the word "Korean-style" lately? In fashion, cosmetics, cafes, interior design, etc., the expression "Korean-style" is frequently used in various situations on social media and in magazines. However, you might not have had many opportunities to think deeply about what exactly that "Korean-style" refers to.
In this third installment of our Gen Z Trend Report, we explore the true nature of the "Korean-style" trend that has gained immense support from Gen Z, and examine the store designs of Korean brands that they find noteworthy. We will explain this while incorporating the real voices of our Gen Z members, so please read until the end!
Did you know that the "-ppo" word has increased before you knew it?
Did you know that the word "-ppo" (suffix for "-ish") is being used a lot now? In recent years, the final "i" in "poi" (-ish) has been omitted, and it is used as a more casual expression.
In this way, the word "-ppo" is frequently seen in fashion magazines and on social media. In other words, "Korean-style" is a casual term that means "Korean-like" or "Korean-style."
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"Korean-style" = symbol of fashionable and cute
Although "Korean-style" is used for designs and items that feel Korean-like or Korean-style, its popularity can be seen from the fact that there are 368,000 posts with the #Korean-style tag on Instagram. Furthermore, there are over 100,000 posts each for #Korean-style cafe, #Korean-style outfit, etc. (As of December 2024)
Of course, although individual design preferences vary, there seems to be a strong tendency for Gen Z to feel that Korean-style items = cute/fashionable. Therefore, it is felt that "Korean-style" is not just a buzzword, but that Korean culture is deeply rooted in the lives of Gen Z.
Examples of corporate "Korean-style" promotion utilization
There are increasing examples of companies utilizing the "Korean-ness" that is popular among Gen Z for promotions. Two specific examples are introduced below.
Case 1
Studio Alice "Korean-style" Furisode Special Feature
Studio Alice introduces the "Korean-style" style as one of the coordinating special features on the page for the coming-of-age ceremony furisode rental & pre-shoot pack product "Furiho."
Shinjuku Prince Hotel [Easily Feel Like You're Traveling to Korea] Korean-style Experience Stay
The Shinjuku Prince Hotel, which is close to Shin-Okubo, one of Japan's leading Koreatowns, offers a plan to experience a pseudo-trip to Korea. In addition to experiencing hair and makeup at a photo studio and enjoying the feeling of being a K-POP idol, you can also enjoy Korean-style dessert drinks.
I think many people are aware that Korean culture has been popular with Gen Z in recent years.
The Korean boom has periodically seen excitement in Japan (the media sometimes calls the current Korean boom the 5th Korean Wave boom), but in recent years, along with the rising popularity of K-POP, many of Gen Z's trends are increasingly "from Korea."
In fact, in various fields such as fashion, cosmetics (makeup), gourmet, miscellaneous goods, interior design, and characters, the case of "something that became popular in Korea spreading in Japan as well" has become common.
For example, in Korean food trends, "Tanghulu" and "Greek yogurt" were particularly popular in 2024. In addition, "Dubai chocolate," which became a hot topic on Korean social media, is also attracting attention in Japan, and it is predicted that a full-scale boom will arrive in 2025.
Furthermore, there is no end to the list of cultures from South Korea that are trending in Japan, such as MBTI tests, patch work, Y2K, Newtro, Balletcore, Goddess Hair (Yeoshin-mori), and support advertisements!
Also, according to the "Latest High School Student Trend Ranking" announced in the spring of 2024, the "Cheek Heart (Luda Heart)" was chosen as No. 1 in the popular pose category. In this ranking, "Korean-style poses" occupy the top 3, showing that the trend of "poses" is also originating from Korean culture.
In this way, culture originating from Korea spreads in a short period of time starting from social media and has a major impact on Gen Z. The background to why Korean culture is becoming a trend one after another in Japan is the skill of social media dissemination by Korean brands and K-POP idols, and the magnitude of their influence. Also, the fact that social media culture where information is spread in real-time has taken root cannot be overlooked.
Exploring Korean brand stores: "Korean-style" as felt by Gen Z
We have explored the relationship between "Korean-style" and Gen Z so far, but what kind of design do Gen Z specifically imagine when they say "Korean-style"?
Our editorial department worked with Gen Z members, using Korean brand store spaces as examples, to summarize the characteristics of designs they feel are "Korean-style" into the following keywords.
KEYWORD
1. Simple design that "charms with products"
A minimalist design that highlights the product itself rather than flashy visuals or decorations is the mainstream. A sophisticated space that strips away unnecessary copy and appeals is cited as the first point.
For example, designs that show only the product rather than exhibition tools or advertisements with large model visuals seem to feel "Korean-like," or rather, an inorganic atmosphere feels "Korean-like." Regarding in-store tools as well, there were voices that compared to Japanese ones, the amount of copy is overwhelmingly small, and having only minimal information makes the beauty stand out.
KEYWORD
2. "One-tone" unified color usage
Designs composed of a single color tone or limited number of colors are also points that Gen Z feels are "Korean-style."
Designs with simple color usage and fewer colors than colorful designs, or designs where the tone is unified even if multiple colors are used, are considered "fashionable." For example, pale pastel colors and monotone are often used in store design, attracting attention from Gen Z.
KEYWORD
3. "Unique objects" that look great on social media
It is also a characteristic of Korean brand stores that "unique objects" are installed.
In the Garosugil area (the center of trends in Seoul), known as "Korea's Omotesando," there are many shops lined with unique objects, which are also popular as photo spots. When Korean brands expand their stores into Japan, these "unique objects" are also being incorporated.
For example, at the first flagship store in Japan for the eyewear brand "GENTLE MONSTER," a huge face object became a hot topic. This object is also developed in the stores in Garosugil, Korea, and is an iconic presence.
Setting photogenic elements inside a store that make you want to post on social media in this way is an essential element for Korean brand store creation.
[Case Study] Korean brand pop-up stores constructed by BEEATS
Various Korean brands are developing pop-up stores in Japan, and three keywords can also be felt in the pop-up stores developed in Japan. Among the Korean brand store cases that BEEATS has actually constructed, we will introduce a case that feels the element of "unique objects" that look great on social media, which we introduced as the third keyword.
◆◆◆ "Avie muah" Pop-up Store
Pop-up store for the popular Korean brand "Avie muah" handled by Kang Min-kyung of the K-POP duo DAVICHI, held in November 2024. On the wall, a huge object that boldly enlarged the smartphone grip, which is the brand's icon product, was installed, becoming a point that visitors instinctively wanted to take pictures of.
At the pop-up store for the leather goods brand "SMITH&LEATHER," held in July 2024, unique objects using leather—the brand's symbol—attracted attention. They have become impressive objects that visually represent the brand's worldview.
At the first real store in Japan (Lumine Est Shinjuku) for "nugu," a fashion EC site launched by an influencer from South Korea that opened in September 2023, objects made of vibrant color balls attracted significant attention. Many visitors enjoyed taking pictures as a photo spot inside the store.
The "K-Beauty Select Store" is organized by "Leferi," one of South Korea's largest beauty MCNs. This store, which gathers brands carefully selected by beauty influencers, has been held repeatedly within South Korea and is attracting a great deal of attention. As this notable project makes its debut in Japan, BEEATS participated as a partner to bring its domestic expansion to life. We supported the creation of a space where people can realistically experience the latest Korean trends.
Summary: Why the appeal of Korean brand stores is supported by Gen Z
The "Korean-style" vibe supported by Gen Z is packed with simple beauty, sophisticated design, and features that look great on social media. Korean brand stores are highly regarded in the Japanese market due to their strategic space creation that incorporates these elements.
When thinking about spatial design and sales promotion tools for Gen Z, why not incorporate these "Korean-style" vibes as a hint?
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A must-read for those considering a pop-up store targeting Gen Z!
For spatial design & promotions for Gen Z, leave it to BEEATS!
As introduced in this article, BEEATS has handled numerous pop-up stores for Korean brands that are popular with Gen Z.
While making the most of the brand's worldview, we have supported space creation that cherishes the points that Gen Z feels are "cute!" such as simple and stylish designs and unique objects that look great on social media.
Furthermore, BEEATS can provide total support, from planning and execution of promotions utilizing the space, not just spatial design and construction. We will draw out the brand's appeal to the maximum with plans that incorporate the elements Gen Z finds attractive!
Companies considering "spatial design or promotions for Gen Z," please feel free to consult with BEEATS. We will help you capture the hearts of Gen Z with designs and promotions that incorporate trends!
An explanation of the spatial design of Seoul, South Korea, where brands popular with Gen Z gather!
We have released a report that thoroughly investigates trending stores in the most cutting-edge fashion areas and analyzes the latest trends in spatial design. For more details, please visit the Seoul Latest Store Design Trends 2026 Autumn/Winter Issue page. ※ Materials are available in Japanese only.
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A1. "Korean-style" is a casual term meaning "Korean-like" or "Korean-style." It is used as a symbol of "cute" or "fashionable," mainly among Gen Z in fashion, cosmetics, cafes, interior design, etc., and has spread widely in social media hashtags and magazines.
Q2. What are the characteristics of "Korean-style" that Gen Z feels in Korean brand stores?
A2. There are 3 characteristics of "Korean-ness" that Gen Z feels. They are a "simple design" that strips away solicitations that highlight the product itself, "monotone color usage" that aligns single colors or tones, and the point of placing "unique objects" in the store that make people want to post on social media.
Q3. How do companies utilize "Korean-style" for promotion?
A3. As an example of corporate utilization, there are examples where Studio Alice proposed a "Korean-style" look in a coordinating special feature for coming-of-age ceremony furisode, and the Shinjuku Prince Hotel provided a "Korean-style experience stay" plan where you can feel like a K-POP idol; these are utilized in measures that capture the trends of the young generation.
Q4. What is effective space production for a Korean brand pop-up store?
A4. Placing "unique objects" inside the store and making them a photo spot is effective. As an example, by installing huge objects that enlarge iconic products, three-dimensional objects using leather, and colorful ball objects, you can provide an experience that makes visitors want to post photos on social media.
