South Korean eyewear poised to spark next global K-wave

As eyewear evolves into a key fashion statement, South Korea’s homegrown brands are setting their sights on the global stage with bold, unconventional designs that break away from traditional luxury eyewear styles of multinational haute fashion houses.

According to Lotte Department Store, one of Korea’s top three department store operators alongside Shinsegae and Hyundai, on Sunday, its eyewear sales – glasses frames and sunglasses – jumped 40% in 2024 from the prior year.

Eyewear sales at Shinsegae Department Store and Hyundai Department Store also increased 16% and 13.6%, respectively, over the same period, despite stagnant sales in the overall fashion category.

Their sales increase comes as eyewear, once seen solely as a medical device for vision correction, is now widely embraced as a fashion accessory.

“More people are willing to spend on eyewear, as it’s now seen as a fashion item – an affordable way to refresh their style, much like lipstick,” said Moon Kyung-sun, head of Euromonitor International Korea.

Demand for Korean brand eyewear has also surged recently, especially driven by the revival of so-called Y2K fashion and the rising popularity of the geek-chic trend, prompting people to seek stylish, budget-friendly alternatives that stand out from traditional luxury eyewear.

The recent jogging boom in Korea has also boosted demand for functional eyewear, such as sunglasses that can shield runners from UV rays and wind.

A RISE IN STORES

The growing demand for eyewear as a fashion accessory has led Korea’s major retailers to open dedicated stores for local eyewear brands.

Gentle Monster Co., famous for its rebellious designs and innovative retail experiences, has recently opened a mega store in the corridor, connecting a grand shopping mall and a luxury brands-dedicated department store operated by Lotte Department Store in Jamsil, the southeastern part of Seoul.

It also operates stores in other major department stores, including The Hyundai Seoul run by Hyundai Department Store Co., in other parts of the capital city.

Shinsegae Department Store has also opened pop-up stores for a new Korea-native eyewear brand, Reclow.

Such stores have successfully attracted not only local consumers but also foreign visitors to Korea, brightening the outlook of their overseas business.

In 2024, purchases of Korean brands’ eyewear by foreigners surged 70% from the previous year, said an official from Lotte Department Store.

“While more affordable than high-end European and Japanese counterparts, Korean brands offer comparable design and quality,” the official added.

ALREADY INTERNATIONAL  

Gentle Monster has already opened its stores across the US, from California and Texas to New Jersey and New York.

Founded in 2011, the Korean label, which has been making waves not only for its design but also its avant-garde approach to retail, has forayed into other countries in Asia, Europe, the Middle East and Southeast Asia.

Breezm, a Korean startup making customized eyeglasses with artificial intelligence and 3D technologies, opened its first US store in Manhattan, New York, in March last year.

It projected it would reap $1 million in US sales this year.

Blue Elephant, known for its unique designs and distinctive retail experiences at a more accessible price point than Gentle Monster, is set to open a store in Japan soon.

Korean fashion platforms, such as W Concept, are also tapping into the surging demand for eyewear.

W Concept, a major online shopping place for Korean designer brands, has recently introduced a custom-designed spectacle frame service after its eyewear sales more than doubled year-over-year last year.  

“K sunglass brands like Blue Elephant, Lash and Rieti are gaining popularity,” said an official from W Concept. “K-eyewear has become a trendsetter with bold, distinctive designs that set it apart from foreign brands.”  

Write to Hyun-jin Ra at raraland@hankyung.com
Sookyung Seo edited this article.