K-Pop Fashion Takes Over Tokyo: A First in 15 Years

Nineteen-year-old Lai, currently a student of architecture at a university in Tokyo, was first introduced to K-pop by his sisters, who were avid fans of the genre. As he kept up with his friend from elementary school, who had started training as a trainee in Korea, Lai’s fascination with Korea grew. He began avidly watching audition programs on YouTube and showing his support for his favorite K-pop idols.

Lai is able to attend K-pop concerts and purchase different merchandise thanks to the money he saved from his part-time jobs. In the previous summer, he went on a trip to Seoul with friends who share his love for Korea. They enjoyed indulging in Korean fried chicken and even took photo booth pictures like the ones seen in K-dramas. Currently, he is dedicated to preparing for the Test of Proficiency in Korean (TOPIK) this fall.

I have resided in Japan for 15 years and have observed a change in the popularity of the ‘Hallyu’ trend, which was previously favored by middle-aged women. Presently, it is the younger generation that has taken a keen interest in Korean culture. Even my 8-year-old child’s peers effortlessly use phrases like “Hello”and “Delicious”upon learning of my Korean nationality. Some children even learn Korean alongside their parents to appreciate K-pop music.

The popularity of K-pop has increased significantly, with Korean artists now performing in huge stadiums that were previously only used by international superstars. According to Japanese media, fans have been seen pressing their ears against walls outside of sold-out venues just to hear the music. These stadiums are now filled with crowds of 30,000 to 50,000, waving Korean-language banners and singing along to the Korean songs.

Japanese Teen Girls Emulate Korean Idol Fashion Inspired by BLACKPINK and TWICE

Japanese youth, particularly the younger generation, are highly fascinated by Korean culture, largely influenced by K-pop idols. They perceive Korea as a trendy and modern country, and aspire to emulate the admired figures of K-pop idols in every aspect.

According to a recent Nihon Keizai Shimbun article, there has been a noticeable trend of Japanese teens showing a strong interest in Korean culture and actively purchasing Korean-related products. The article specifically pointed out that teenage girls are quick to buy items promoted on social media by Korean idols.

In terms of fashion, Korea stands out as a top contender. A recent survey conducted by consumer trends analysis company Rakuten Insight revealed that three out of four teenage girls consider Korea to be their main fashion influence. This trend has remained consistent since 2019, with approximately 70% of teenage girls consistently naming Korea as their top source of fashion inspiration. In contrast, the influence of the U.S. has declined from 24.9% in 2016 to 8% in 2023.

Korean idols continue to hold a strong presence on the list of fashion influencers, with BLACKPINK, TWICE, BTS, and LE SSERAFIM ranking among the top names. In fact, almost half of the top 10 fashion influencers are Korean idols.

According to experts quoted in various media outlets, achieving idol status in Korea is a surefire way to achieve worldwide success, a concept that also applies to popular products. The immense global fanbase of BTS and BLACKPINK serves as a prime example of this phenomenon.

The main way for Japanese youths to keep up with Korean fashion trends is through Instagram (55.6%), YouTube (26.0%), and other internet sites (18.6%). They stay informed about the newest Korean trends by following K-pop idols on social media, which has sparked a strong interest in related products.

The Korean language is gaining popularity beyond just its use in fashion, as evidenced by the growing number of Japanese youths taking the TOPIK exam. In 2023, the number of test-takers in Japan reached 41,059, a notable rise from 1,529 in 1997. Furthermore, there has been an increase in Japanese students studying in Korea, with 5,733 in 2022 compared to 3,977 in 2018.

As these K-pop and Korean culture enthusiasts mature, they are anticipated to have important roles in society, potentially shaping the future of Japan-Korea relations.