A floral quilted vest that was once considered an unfashionable piece of clothing worn by Korean grandmothers has experienced an unexpected comeback among young consumers, transforming into one of the hottest winter fashion trends. The garment, commonly known as the "kimjang vest" because elderly women traditionally wore it while preparing kimchi for winter storage, is now being embraced by fashion-conscious youth across South Korea.
Search data reveals the dramatic surge in popularity of this unlikely fashion item. According to Naver Data Lab's search trend analysis released on November 18, searches for quilted vests and related terms like "floral vest" among users aged 19 to 34 reached an all-time peak of 100 on November 17. The search platform assigns peak volumes a score out of 100 to demonstrate relative changes in interest. After previously hitting 96 in December 2024 before dropping to zero, the trend began climbing again in mid-October.
Additional search analysis from BlackKiwi platform confirms this explosive growth, reporting that vest-related searches increased by an astounding 699.85 percent in November compared to the previous month. The demographic breakdown shows that users in their twenties and thirties represented nearly half of all searches, accounting for 13.2 percent and 36 percent respectively. Women dominated the search patterns, making up an overwhelming 84.3 percent of all queries.
Fashion experts attribute this surprising revival to several emerging cultural trends that celebrate rural and nostalgic aesthetics. The phenomenon is closely linked to "choncance," a growing movement where young people actively seek out rural-themed relaxation experiences. Additionally, the "halmaenial" fashion trend, which embraces grandmother-style nostalgia, has gained significant traction among younger demographics. These retro influences have transformed the quilted floral vest from a symbol of older rural homemakers into an ironic and stylish statement piece that resonates with contemporary fashion sensibilities.
The cultural shift toward rural appreciation extends beyond fashion choices. According to a report released on October 29 by the Rural Development Administration, 43.8 percent of South Koreans reported experiencing rural travel in recent surveys, representing a notable increase from 35.2 percent recorded in 2022. This growing interest in rural culture has created a perfect backdrop for the kimjang vest's fashion renaissance.
The trend received a major boost when prominent K-pop celebrities began showcasing the vest on their social media platforms. Global superstars including BLACKPINK's Jennie and aespa's Karina shared photos of themselves wearing the quilted vests, instantly sparking widespread interest among their millions of young followers. These celebrity endorsements proved instrumental in legitimizing the garment as a fashionable choice rather than an outdated piece of clothing.
Commercial success has quickly followed the viral popularity. Related items have climbed to top-selling positions across major online shopping platforms throughout South Korea. On popular fashion apps that cater specifically to women in their twenties, including Zigzag and Ably, the floral quilted vest consistently ranks as a bestseller. The accessibility of the trend is reflected in its pricing, with options ranging from affordable 5,000 won ($3.85) versions to more premium 40,000 won alternatives.
The kimjang vest phenomenon has even expanded beyond human fashion into the pet clothing market. On October 22, Korean underwear brand BYC announced a collaboration with pet clothing label Gaeryas to create dog-sized versions of the quilted vest. This unique partnership generated significant attention during a popup event held at Coex, a major shopping and entertainment complex in southern Seoul, demonstrating how the trend has permeated multiple aspects of Korean consumer culture.
