By Phoebe Shin
London continues to be a beloved travel destination for Korean tourists. The latest 2024 end-of-year memoir statistics from Korean Air show that London tops the list of most visited cities in Europe as it continues to grow in popularity. Beyond Big Ben, Tower Bridge, and Buckingham Palace, numerous markets and vintage shops have become a necessity for any trip to the city.
Can anyone notice many Koreans in Shoreditch? Vintage shopping is taking over as a must-do for Korean tourists in London! And it’s easy to see why. Rich in culture, London has a range of shops that cater to anything from retro to modern designs. You would already know if you love hunting for unique pieces, Shoreditch is a vintage lover’s paradise globally. But the trend isn’t stopping there, Hackney is quickly becoming the next hotspot and drawing in even more Korean travellers.
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An array of stores inspired by London’s vintage fashion culture have also started to pop up in Korea. Hazzys, A Korean fashion store, received huge publicity for opening a shop inspired by London’s fashion, including a retro Haymarket theme, in May last year.
Hazzys’ Haymarket concept in Myeong-dong is the number one shopping destination for foreign tourists. They’ve replicated London’s vintage stores by stylising them with merchandise that revives their current pieces. Pushing various branding tactics to convey British culture innovatively, they even had a pop-up shop with a ‘British rowing’ theme. It’s clear that Koreans are catching the fever for British vintage fashion! But why this trend?
Professor Lee Young-ae from Incheon National University researched this new and upcoming trend. She expresses that once upon a time, Koreans thought “used” stuff was a no-go, but more and more people now see recycled items as eco-friendly and stylish. So, the stigma is fading fast.
A Big part of this shift comes from social media. Platforms like Instagram and YouTube are going viral with vintage fashion content, thanks to K-pop stars and influencers who are sharing their stylish finds. Take Kian84, a beloved comic artist, and artistic K-pop boy group member Song Minho. Their vintage shopping adventures in London have made everyone curious about the fashionable shops they visited. And don’t forget YouTuber HEYNEE, who has a knack for discovering the hottest vintage spots in London and sends her 67k subscribers on thrilling shopping missions!
A 22-year-old Korean tourist, Yoo Jeong-hee, who Revival met on the streets of Shoreditch, said that she had visited many of these stores after watching HEYNEE’s video. “Before the trip, I searched a lot for London vlogs and thought I should come to Shoreditch”, she said. The big help of social media has allowed tourists to venture to places they probably wouldn’t have known. According to her, the primary reason why most Koreans visit East London is likely due to YouTubers. She does recognise there’s a global vintage trend, but it’s not common in Korea and various other countries as well. This kind of social media presence naturally influences Koreans to want to visit South and East London for its vintage fashion and urban environments.
Next, vintage shops let tourists experience a slice of a different culture. Vintage shops are more than just stores; they are doorways into London’s culture and lifestyle. Rather than selling second-hand clothes, most vintage shops are places that preserve and redefine past fashion trends and give visitors a new experience. Minowa, owner of ‘Sarah’s Thread’ and ‘Tone Olmedo’ in Brick Lane Market, commented, “I tend to see Asians, including Koreans, dress in a way other than Londoners, and I admire their fashion sense, to be honest.”
She is delighted by the thought of visitors who will enjoy the vintage finds they purchase from her shops with their unique styles. She mentioned that her Asian customers have different preferences compared to people from London. This variety allows local shop owners to use different sales strategies, which gives them a big leg-up in the market.
Revival spoke with Noella, a Korean student studying an LCF foundation course at the University of Arts London. “Vintage items can be viewed in many ways, but I specifically collect vintage or archival products from high-end brands”, she said. “East has a lot of well-curated stores than any other area. I also appreciate the sustainability aspect of vintage shopping; I find value in the long lifespan of these items. I believe clothes have a life of their own, and they must tell a story. Having lived in London for just a year, I know I will miss this area when I return to Korea.” Her enjoyment of vintage shops is unlike anywhere in Korea. As she is a frequent shopper in these South and East London stores, it’s clear that it’s a hard thing to replicate anywhere else.
As the world becomes more eco-conscious, vintage fashion is booming in Korea! Brands are jumping on board, creating collections that scream vintage vibes and offering one-of-a-kind pieces. To dig deeper, let’s hear from Marco, a former editor at Dazed Korea, who is now a Creative Director at <A2Z> Fashion Magazine, with a creative eye. “Korea often culturally follows trends and is quite concerned about public perception, which restricts the variety of products available due to a more uniform fashion industry. In contrast, Londoners express their preferred cultures through their attire, unbothered by others’ opinions,” he said.
“Although this has seen some improvement recently, London still offers a broader range of products. I believe that travelling to London just to shop for fashion is such an amazing experience. As I mentioned earlier, “One reason people dig vintage shopping in London is that there’s way more variety than what you’d see in Korea,” emphasising what makes vintage treasures in London exciting.
London vintage shops offer Korean tourists a unique cultural experience. They create uniqueness in fashion, specifically vintage products, as they replicate the atmosphere of the city. It is clear that this trend is followed through to Korea and the uniqueness of these shops is being copied and replicated elsewhere so that these places might not be as popular in the future.
As second-hand markets and vintage shops in London gain popularity, these shops create more cultural exchanges in fashion, encouraging this form of shopping culture in Korea. To recycle more and introduce consumers to a new world of Western style.
Korean tourists visiting vintage shops contribute positively to the London community, going beyond mere consumption. The appeal of these shops plays a key role in promoting sustainability, enhancing the perception of sustainable fashion among both Londoners and tourists. Minowa adds, “In fact, vintage items tend to gain popularity during economic downturns. So, I believe foreign tourists are contributing positively, and I’m delighted to see their presence visit.” London’s increase in tourists has allowed designers to make vintage a new fashion trend. If more designers create quality pieces from pre-loved materials, then sustainability will be quite the trend.
Just like Oxfam’s runway show that launched London Fashion Week last September, called Style for Change, it displayed a collection made from second-hand fabrics, recycled materials, and designs aimed at producing no waste. Fashion in London can anticipate an increase in archive fashion and upcycled clothing.
If you’re heading to South or East London, you can waste away your hours digging through the vintage stores in Hackney and Shoreditch, discovering more about the new Korean fashion trends. London’s second-hand stores are cultural cross-overs with a link between the past and the future.
Gen Z, especially in London, has taken an interest in Korean styles. The owner of XU London, Tabuchi, has noticed a rise in interest in new South Korean labels. He’s put together a collection with pieces from brands like CRANK and ANOTHER YOUTH. It is expected that this kind of crossover will appear in South and East London Vintage’s shops. And in Korea, there will be a Londonisation of fashion.
So, why not jump into the vintage scene and experience Korean fashion in South and East London this weekend?