Korea’s running trend shows no signs of slowing in 2026

Participants, including rapper Noh Seung-hwan, also known as Sean, start the 'Give Runway' charity marathon for child cancer patients organized by Korea Airports Corp. at Yongdam Park in Jeju City, Oct. 30, 2025. Korea Times photo by Choi Joo-yeon

By Lee Hae-rin

• Published Jan 2, 2026 12:00 PM KST
• Updated Jan 5, 2026 4:40 PM KST

10 million runners fuel marathon, 'run trip' tourism, sports retail boom

Korea’s streets, parks and even travel itineraries are being redrawn by the sound of pounding feet, as a nationwide running trend shows no sign of slowing.

Once a preserve of a small group of enthusiasts, running has evolved into a mass hobby, with some 10 million people — roughly double the figure from 2015 — now estimated to identify themselves as runners and lace up regularly, according to industry and tourism data.

Marathons and road races are multiplying across the country, and running-themed trips, dubbed "run trips," that combine travel and races are emerging as a new form of leisure.

For office worker Yoo Jae-moon, 38, the trend began last fall with a suggestion from a colleague.

"I used to struggle even with walking fast," Yoo said. "Now I run 5 kilometers very slowly after work or on weekends, and just hitting 30 or 40 minutes feels like a big achievement." Running, he added, has helped him lose weight and feel stronger in his back and shoulders, and he is now considering his first half marathon this year.

The appeal for many lies in simplicity and autonomy. After the COVID-19 pandemic pushed people away from crowded indoor gyms, outdoor activities like hiking and tennis surged — and that same desire for fresh air, flexible schedules and solo workouts has since propelled running into the mainstream. Compared with other athletic activities, running requires minimal equipment and can be done almost anywhere, making it especially attractive to busy urban workers.

For Seoul office worker Choi Jae-hee, 36, the mental payoff outweighs the physical strain. Having cycled through ballet, Brazilian jiu-jitsu and Pilates, she now calls running her preferred exercise.

"When I run, I just start smiling," she said. "It gives me way more dopamine than any other cardio and really shifts my mindset in a positive way." Running outdoors, she added, lets her "feel the wind, watch people and scenery go by" at her own pace.

Last year, she completed a city marathon last year, which she described as "overwhelming in the best way." Large-scale races, she said, turn what is usually a solitary activity into a communal celebration.

"Hearing people cheer along the course gives you so much strength," she said.

She is now aiming for a half marathon this year, though soaring demand and rising entry fees have made securing a spot harder. "Even so, I keep running because there’s nothing like it for maintaining a healthy mindset. I also bought a lot of running gear on Black Friday," she said.

At the more competitive end of the spectrum is Shin Chul-woo, 38, who has gradually built his life around running. He began with short solo runs during the pandemic and joined a running crew in March 2024. Since then, he has completed one ultramarathon, four full marathons and one half marathon.

"Running is really honest," he said. "If you train hard, your times will improve. This year, I’m planning five more full marathons to hit 10 in total."

Koreans’ love for running comes amid a broader focus on long-term health and wellness, often framed as a "slow-aging" lifestyle that includes regular exercise.

The number of marathon events in Korea jumped from 19 in 2020 to 254 in 2024 with over 1 million total participants, according to police data. Card data shows spending at running specialty stores in Korea jumped 216 percent over the past two years, with people in their 30s driving most of the increase.

The culture now spills well beyond urban tracks and riverside paths. Jeju Island and Busan market their coastal and trail routes as "run trip" destinations, blending natural scenery, local food and community races. Travel agencies promote overseas packages combining races and sightseeing in places like Saipan, Vietnam and beyond to attract Koreans chasing both finish lines and beach sunsets.

Social media is thick with runners sharing their GPS maps, pace charts and sweaty selfies, often tracked and gamified through fitness apps and smartwatches.

The boom has also reshaped the retail landscape. Premium foreign brands have rushed into Korea with flagship stores in trendy districts, while domestic and global retailers alike are carving out running-focused spaces with coaching, community events and curated product lines. Online resale platforms report surging demand not only for running shoes but also for caps, socks, windbreakers and other accessories.

The explosive growth has not come without friction. Complaints from residents about noise, crowding and shirtless runners recently led several popular parks in Seoul to post notices limiting large group runs and loud cheering. The rapid proliferation of marathons — with some streets closed weekend after weekend — has also sparked debate about public inconvenience, safety and the commercialization of public spaces.

Still, for runners like Yoo and Choi, the simple act of putting one foot after the other remains deeply personal.

"I just want to protect this healthy mindset," Choi said. "If I keep running, I feel like other parts of my life will follow."

Yoo added, "It’s good that you can do just as much as you want, as much as you can. I realized if I run slowly, I can run for a long time."