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

Lai (19), a student studying architecture at a university in Tokyo, was introduced to K-pop through his idol-loving sisters. His interest in Korea deepened when an elementary school friend began training as a trainee in Korea. He started following various audition programs on YouTube and began supporting his favorite idols.

Using money saved from part-time jobs, Lai attends K-pop concerts and buys various merchandise. Last summer, he traveled to Seoul with friends who also love Korea, indulged in Korean fried chicken, and took photo booth pictures as seen in K-dramas. This fall, he is focused on studying for the Test of Proficiency in Korean (TOPIK).

I have been living in Japan for 15 years, and I’ve noticed a shift in the ‘Hallyu’ wave that used to be popular among middle-aged women. Now, younger generations are showing interest in Korea. Even my 8-year-old child’s school friends respond naturally with phrases like “Hello” and “Delicious” when they learn I am Korean. Some kids study Korean with their parents to enjoy K-pop songs.

The scale of K-pop’s popularity has grown. Korean singers are now holding concerts in large stadiums, once reserved for global stars. Japanese media have reported on fans pressing their ears to walls outside sold-out venues to hear the music. Audiences of 30,000 to 50,000 fill these stadiums, holding Korean-language banners and singing along in Korean.

BLACKPINK and TWICE… Japanese teen girls mimic Korean idol fashion.

Japanese youth, especially the younger generatwicetion, have a deep admiration for Korean culture, driven by K-pop idols. For them, Korea is seen as a ‘cool and hip’ country, and K-pop idols are admired figures they wish to emulate from head to toe.

A recent article in Nihon Keizai Shimbun highlighted this trend, noting that Japanese teens’ enthusiasm for Korea translates into active consumption of Korean-related products. The article mentioned that teenage girls in particular immediately purchase items featured on Korean idols’ social media updates.

Fashion is a standout area. According to a survey by consumer trends analysis company Rakuten Insight, three out of four teenage female respondents cited Korea as their fashion reference point. Since 2019, around 70% of teenage girls have consistently named Korea as their top fashion inspiration. In contrast, the influence of the U.S. has decreased from 24.9% in 2016 to 8% in 2023.

Korean idols dominate the list of fashion influences, with BLACKPINK, TWICE, BTS, and LE SSERAFIM among the top names. Nearly half of the top 10 fashion influencers are Korean idols.

Experts cited in the media explain that becoming an idol in Korea guarantees global success, a principle that applies to hit products as well. BTS and BLACKPINK’s global popularity exemplifies this trend.

Japanese youths primarily access Korean fashion trends via Instagram (55.6%), YouTube (26.0%), and other internet sites (18.6%). They stay updated on the latest Korean trends through K-pop idols’ social media, leading to a keen interest in related products.

Beyond fashion, interest in the Korean language is growing, with more Japanese youths taking the TOPIK exam. The number of test-takers in Japan reached 41,059 in 2023, a significant increase from 1,529 in 1997. More Japanese students are also studying in Korea, with 5,733 in 2022 compared to 3,977 in 2018.

As these K-pop and Korean culture enthusiasts grow up, they are expected to play significant roles in society, potentially influencing future Japan-Korea relations.