From Labubu to Chagee, Chinese lifestyle brands find growing appeal in Korea

Customers wait outside a Chagee milk tea store at Yongsan I'Park Mall in Seoul, June 9. Korea Times photo by Baek Byung-yeul

On a recent afternoon in Seoul's Yongsan I'Park Mall, dozens of customers lined up to get drinks from Chinese tea chain Chagee. Inside the same mall, shoppers still browsed shelves stocked with Labubu, the quirky collectible dolls that sparked a buying frenzy among young consumers last year.

The scene highlights a notable shift in Korea's consumer landscape. While anti-China sentiment frequently surfaces in political and diplomatic discussions, Chinese food, toys, travel destinations and lifestyle brands are becoming increasingly familiar parts of everyday life for Korean consumers.

Industry experts say the trend is being driven less by changing consumer preferences in an era where social media, travel and global cultural exchanges increasingly shape purchasing decisions.

Children in Korea grow up eating malatang, a spicy Chinese noodle soup dish, and tanghulu, a traditional Chinese snack made of sugar-coated fruit skewers.

Young adults are visiting cities such as Shanghai and Chengdu in growing numbers and bringing home consumption trends they discover there. Also, older generations have long embraced Chinese-style hot pot restaurants and lamb skewer eateries as regular gathering spots.

Jang Wonyoung of K-pop girl group IVE introduces a Chagee milk tea on Berriz, a fan communication platform, in January. Captured from Berriz

Cho Yoon-ju, director of the Korean Food Grand Master Center, said the growing popularity of Chinese products should be viewed as part of a broader process of cultural globalization.

"Whether a food or brand comes from China is not the most important factor," Cho said. "As Korean food has spread globally and adapted to local cultures overseas, overseas cultures are naturally entering Korea as well. It is part of a broader process of cultural exchange."

Cho added that Korean consumers have already embraced a wide range of foreign cuisines over the years, including Vietnamese pho, Japanese sushi and milk tea beverages. In her view, consumers ultimately determine which products survive in the market based on quality and personal preference rather than national origin.

"Consumers ultimately decide what succeeds," the director said. "People choose products because they fit their tastes and lifestyles, not simply because of where they come from."

Travel leading the trend

The trend is especially visible in travel.

According to travel agency Yellow Balloon, China accounted for 25 percent of bookings for the May holiday season this year, trailing only Japan at 27 percent. The company attributed the popularity to China's proximity, relatively affordable travel costs and growing interest in urban destinations.

Heo Yul, head of Yellow Balloon's promotion team, said Chinese travel products were once largely associated with scenic destinations favored by older travelers. Recently, however, more young travelers have been booking trips to major cities.

"Tourists using package tour program to China used to visit scenic destinations such as Zhangjiajie or Mount Paektu and were largely popular among middle-aged travelers," Heo said. "But recently, we have seen more young customers booking trips to big and modern cities such as Shanghai, Beijing and Qingdao."

He said travel demand is increasingly being driven by younger consumers seeking trendy restaurants, visually appealing attractions and social media friendly experiences.

Another travel industry insider who requested anonymity said many younger Korean consumers separate travel and lifestyle choices from political issues.

"Many young travelers simply see China as an interesting destination with modern attractions, good food and relatively affordable costs," the official said. "Political issues and travel decisions are often viewed separately."

Food, retail

The shift is also evident in the food and retail sectors.

Chinese hot pot chain Haidilao has become one of the most successful examples. Haidilao Korea saw its 2025 revenue surge 50.9 percent year-on-year to 117.7 billion won ($78 million), up from 78 billion won in 2024, according to its filings with the Financial Supervisory Service. During the same period, its operating profit jumped 84.3 percent to 20.2 billion won from 10.96 billion won.

Chinese tea brands are also gaining momentum.

Chagee recently opened its Korean stores and has attracted long lines of customers eager to try its products. Unlike in the past, many Chinese brands now openly emphasize their Chinese identity rather than downplaying it.

The brand had already gained recognition among Korean consumers before its local debut after Jang Wonyoung of K-pop girl group IVE shared the brand earlier this year.

The exterior of a Pop Mart store at COEX in Seoul, June 17. Korea Times photo by Baek Byung-yeul

Consumer goods

Consumer goods tell a similar story.

Labubu, a character from Chinese toy company Pop Mart, became one of the hottest collectibles among Korean consumers last year. Limited-edition releases sold out quickly and resale prices surged as demand exploded.

However, the craze appears to have faded almost as quickly as it emerged.

"Last year everyone was desperate to get a Labubu," said a 13-year-old girl passing by a Pop Mart store in Seoul. "If they could not get a genuine one, they wanted a fake one instead. Nobody really cared why. It was just trendy and everyone wanted one. But now people seem to have lost interest. I think it was simply a trend that passed."

Her observation reflects what many industry watchers describe as the nature of modern consumer culture. Products rise and fall based on social media exposure, viral content and changing tastes rather than their country of origin.

Kim Dae-jong, a professor of business administration at Sejong University, said the growing popularity of Chinese brands reflects a broader transformation in how consumers evaluate products.

"The most important factor today is not whether a product comes from China or another country," Kim said. "What matters is whether the brand offers appealing design, emotional value and experiences that resonate with consumers."

He said the success of products ranging from Labubu to milk tea brands demonstrates that Korean consumers are increasingly making purchasing decisions based on quality, design and cultural relevance rather than national origin.

"Koreans are highly connected to the global economy and are among the world's most active travelers," Kim said. "As a result, there is relatively little resistance to foreign brands. If a product is attractive and enjoyable, consumers are willing to embrace it regardless of where it comes from."