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BLACKPINK’s Lisa and IVE’s Jang Won-young spark keyring craze among MZ generation

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By Hankookilbo
  • Published KST
  • Updated KST
BLACKPINK's Lisa, left, and IVE's Jang Won-young / Captured from social media of each

BLACKPINK's Lisa, left, and IVE's Jang Won-young / Captured from social media of each

Luxury keyrings have become the must-have accessory among Korea’s MZ generation, with top K-pop idols like BLACKPINK’s Lisa and IVE’s Jang Won-young driving the trend by showcasing their own distinctive styles.

Keyrings dominate the “bag decoration” craze

The bag decorating trend, known as “gakku” in Korean, has remained one of the strongest fashion waves in recent years, and keyrings are at the center of it. No longer just practical items, keyrings have evolved into personalized statement pieces that reflect individuality and fashion sense.

Among the biggest trendsetters is Lisa of BLACKPINK, who has repeatedly caught fans’ attention by pairing limited-edition character keyrings designed by a Thai artist with her luxury handbags. Her styling choices quickly went viral and sparked what fans dubbed the “Lisa keyring craze,” causing several of her featured keyrings to sell out within hours.

Jang Won-young fuels high-demand market

IVE’s Jang Won-young has also generated buzz after being spotted with a limited-edition character keyring designed by a Chinese artist. Like Lisa, her accessories have become highly sought-after items, popular among MZ consumers who value rarity, personalization and exclusivity.

Clockwise from top left, BLACKPINK's Lisa, ILLIT’s Moka, IVE’s Rei and i-dle’s Minnie / Captured from social media of each

Clockwise from top left, BLACKPINK's Lisa, ILLIT’s Moka, IVE’s Rei and i-dle’s Minnie / Captured from social media of each

Other K-pop stars are joining the movement as well. ILLIT’s Moka, i-dle’s Minnie and IVE’s Rei have all shown off their unique keyring styling. While Moka and Minnie lean toward playful, colorful character keyrings, Rei opts for practicality, wearing a strawberry-shaped pouch-style keyring from a fashion house where she serves as a global ambassador. The pouch retails at around 700,000 won ($520).

A lasting fashion statement

Industry insiders say the keyring trend shows no signs of slowing down, especially as limited-edition drops and seasonal collections continue to fuel demand. Among younger consumers, the question isn’t whether to accessorize — it’s who can make the boldest, most unique keyring statement.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.