A survey conducted by the Japanese second-hand shopping site Rakuten Rakuma has revealed that 75.9% of Japanese teenage girls chose Korea as the “country they refer to for fashion,” marking the eighth consecutive year Korea has held the top spot. The survey, which tracked fashion preferences among women in their teens to 40s and those over 60, found that Korea was the top choice across all age groups last year.
The Nihon Keizai Shimbun (Nikkei) reported extensively on July 15 about the phenomenon of Korean products gaining immense popularity in Japan, attributing this trend to the significant influence of K-pop idols. The report highlighted that from January to April, 890,000 Japanese visited Korea, underscoring the close cultural and economic ties between the two countries.
The survey results indicate that the United States came in second, with only 8% of respondents choosing it as their fashion reference. This stark contrast underscores the dominant influence of Korean fashion in Japan, particularly among the youth. The popularity of Korean fashion products is closely linked to the global influence of K-pop, with groups like BTS, BLACKPINK, and NewJeans setting trends that their fans eagerly follow.
A visitor to an eyewear store in Shibuya, Tokyo, commented, “(I saw these glasses) being used by a K-pop singer,” reflecting the direct impact of K-pop idols on fashion choices. This trend was particularly evident from February to March this year, when inquiries about rectangular metal frame glasses, frequently worn by K-pop idols, surged in Japan.
The cultural phenomenon known as “Oshikatsu” in Japan, where fans support their favorite celebrities by attending concerts or purchasing related merchandise, plays a crucial role in the adoption of Korean fashion trends. This fan culture, combined with the pervasive influence of social media platforms like Instagram, TikTok, and YouTube, facilitates the rapid dissemination of fashion trends from Korea to Japan.
The historical and cultural exchanges between Japan and Korea have been complex, marked by periods of tension and cooperation. However, in recent years, there has been a notable increase in cultural exchange and mutual influence, particularly in popular culture and fashion. This is further evidenced by the performance of the group NewJeans at the fan meeting “Bunnies Camp” held at Tokyo Dome on July 26 and 27, which drew significant attention from Japanese fans.
Nikkei predicts that as Korea-Japan mutual exchanges become more intimate, the trend of Japanese youth viewing Korea as a fashion icon is expected to continue. This ongoing cultural exchange is likely to further solidify Korea’s position as a leading influence in the fashion choices of Japanese teenagers and beyond.