Wear a worldview, not fashion
Although trends may change, it is an extension of the same phenomenon.
Korea’s acubi style captivates the global Gen Z.
Regardless of region—Asia, the US, Europe—interest in Generation Z is immense. Terms like Korea’s Generation Z, China’s Linglinghou (born in the 2000s), and Japan’s JK (joshi kousei) all refer to this generation, emerging as future consumers. While their current spending scale may not be significant, given their influence on consumer markets and trends, they represent a consumer segment worth understanding. Above all, with growing interest and aspirations in entering the Asian market, it’s crucial to understand Generation Z in East Asia, including Korea, China, and Japan.
#Wear a worldview, not fashion
By the first half of 2025, East Asian Generation Z will be actively consuming the philosophies and worldviews presented by brands through fashion. China’s Jing Daily analyzed that despite the differing style trends across Korea, China, and Japan, a common trend is a preference for “storytelling-centric” brands. It advised that consumers focus on the context and meaning behind the clothing itself, considering the brand’s background, message, and production method when making their choices.
Below are the characteristics of Generation Z in Korea, China, and Japan, and the fashion trends they particularly like.
#Korea — Tech-savvy and forward-looking branding
Gen Z fans around the world are drawn to the ‘Akubi’ style.
Korean Generation Z is increasingly androgynous and sexually fluid, blurring traditional boundaries between masculinity and femininity. Examples include the emergence of new terms like “agenam” (egenam) and “tetonyeo” (tetonyeo), as well as the use of makeup and nail polish by young men .
The Acubi style, a blend of Y2K and minimalism, originated in Korea and is now influencing the West. Meanwhile, a wave of futuristic gothic and punk fashion is emerging, particularly in Japan and Korea.
Fashion brands are sensitive to not only functional quality but also the identity and experiential elements they offer. Matin Kim interprets fashion as an experience built on brand storytelling, not simply a product. In its offline stores, it incorporates DJ booths, fragrance brands, and 3D holographic displays, transforming physical spaces into sensory platforms. The brand’s worldview focuses on the values it conveys rather than the clothes themselves, and consumers express themselves through these elements.
The ‘Akubi’ style that became a trend in Korea. Source: lewkin
#China — Consumption Focused on Color Combinations and Emotional Images
Canelé style Ruricore?
Source: SHUSHUTONG Instagram
If ballet core is popular in Korea, the trend representing Generation Z in China is Lulicore.
Derived from the French word “canelé,” luricor essentially refers to a color combination of brown and bright pastel tones. It embodies the dreamy, coastal femininity and is styled with airy dresses, ruffled blouses, and pastel knits.
In content based on the Xiaohongshu platform, consumers create their styles based on color formulas like “Mocha mousse brown + Morandi pink = Rose Lulicore.” This aligns with Generation Z’s consumer patterns, which prioritize image presentation and emotional attitude over simple fashion coordination.
Chinese consumers value the message and story behind a brand more than its appearance. Brand slogans, product design intentions, and material information are essential elements to consider, and content formats like “styling tutorials + summary of brand philosophy” are gaining popularity.
Also, in China, water drop patterns and ribbons are popular for their cute image and playful style, and brands that make good use of this include ‘Shu Shu Tong’ and ‘Mark Gong’.
#Japan — Preference for local brands based on craftsmanship
Generation Z, the “Mottainai” generation, needs to satisfy both trends and value.
Source: Still By Hand Instagram
Japanese Gen Z prefers brands that prioritize craftsmanship and detail over logo-centric consumption. A prime example is Still By Hand, which adheres to the brand philosophy of “plain, simple, yet delicate” and carries out all manufacturing processes in Japan. They embrace subtle differences in fabric, sewing, and silhouette, even in a single T-shirt, and embrace a slow consumption approach.
The “mottainai” trend among Japan’s Generation Z, a consumer trend that prioritizes waste and discards, favors relatively inexpensive, cost-effective brands. This explains the popularity of brands like “Moussy” and “Sly,” which combine trendy styles with reasonable prices.
Asics has expanded into a sportswear-based lifestyle brand, broadening its reach with Gen Z consumers. Its product strategy, combining functionality and everyday appeal, is proving effective and driving the casual sportswear trend in Japan.
#Strengthening consumption centered on brand storytelling
East Asian Generation Z understands fashion not simply as a means of expressing a worldview, but as a means of conveying a brand’s message. The story a brand tells and whether that narrative resonates with them play a key role in their purchasing decisions. A growing number of consumers are responding to messages over logos, context over trends, and identity over price.
The East Asian fashion market demands answers to the question, “Why do you wear it?” rather than simply “What do you wear?”
Editor Yongjae Jeong [email protected]