Contrary to swimmers abroad who generally wear bikini or single -handed swimsuits, many Koreans opt for eruptive guards: a long -sleeved bath costume that covers the body. The preference is so widespread that among tourists, the rash guards have become a cultural identifier for the Koreans.
According to Zigzag, a Kakaostyle shopping platform, rash guard searches increased by 40% and sales increased by 35% on an annual basis between June 27 and July 10. This has far exceeded the 5% increase in bikini sales in the same period.
On the purchase of Naver, the products relating to the skin guard dominated the top 10 searches on the beach, reaffirming their status of A “National summer article”.
Why the eruptive guards? A mix of functionality and cultural values
The Koreans tend to enhance pale skin as a beauty standard and the eruptive guards offer effective UV protection. At the same time, the rules of cultural modesty discourage excessive exposure, making the guards rash a socially safe choice.
Designed taking into account comfort and mobility, the rash guards allow active aquatic sports such as swimming, snorkeling and surfing. They also reduce the minimum of exposure to the body and adapt to all types of body, increasing their charm for all ages.
A reflection of social awareness
Experts say that also the collectivist culture of Korea, in which social perception matters deeply, plays a role. The reckless guards are appropriate views in family or group environments, lowering anxiety for the judgment.
“We have gone from the emphasis of the shape of the body to the priority of comfort and practicality”, An expert in the retail sector said. “The rash guards reflect a movement from” showing the body “to feel comfortable in your body.”
Led by the MZ generation values
The increase in the popularity of the Rash Guard is not just a trend: it is a lifestyle led by the MZ (Millennials + Gen Z) generation. These younger consumers give priority to functionality, comfort and self-acceptance with respect to appearance.
Divarers such as 29 cm report a 90% increase on an annual basis for sales of eruptive guards, led by random swimming in the hotel, water parks and interior pools. The design brands are also expanding the style range with elegant covers such as shirts and zip-ups.
More than one trend
Ultimately, the eruptive guards offer more than sun protection: they serve as a symbol of healthy self -expression in the modern Korean society. By reducing the pressure around the image of the body and protecting the closures from the eyes of judgment, they became a firm point of summer fashion and trust.
