Golf trend attracts young girls

In Korea, more and more young people are interested in golf, leading to a sharp increase in sales of items related to this “aristocratic sport”.

The Korea JoongAng Daily reported that golf is one of the businesses that can win the COVID-19 pandemic in Korea, while tourism, entertainment and sports businesses face difficulties.

In Korea, a growing interest in golf among young people has led to a sharp increase in sales of items related to this “aristocratic sport,” from clubs to golf clothing.

In December 2021, Suh Soo-min (30 years old) went shopping at a department store and brought back a set of golf clothes worth 600,000 WON.

“For people my age, the golf course is a bit of a bragging place, so we tend to buy well-known brands even if they’re expensive. During the COVID-19 outbreak. back, I was planning to play golf in February 2022 instead of going abroad”, Soo-min shared with Korea JoongAng Daily.

Model posing with winter golf outfit at Lotte Department Store. Photo: Lotte Department Store.

Last winter, golf-related businesses faced a gloomy situation because there were few interested customers. However, by 2022, demand from professional and retail sellers has driven sales up.

An employee of Shinsegae Department Store (Seoul, South Korea) said: “In November 2021, sales of golf apparel increased by 61% compared to a year ago. In the first 11 months of 2021, purchases by customers in their 20s and 30s increased by 65% ​​compared to the same period last year, and in November alone, this number increased by 84%.

Lotte Department Store said that sales of golf wear in November increased 37% year-on-year. Sales to those in their 30s increased 59%, those in their 40s 43% and those in their 20s 37%.

Housewares channel CJ Onstyle has added golf wear demonstrations as products sold out last month sold out quickly at each show.

G Fore store at high-end brand street in Cheongdam-dong, Gangnam, Seoul. Photo: KOLON INDUSTRIES FNC.

LF, Samsung C&T and Kolon Industries FnC are strengthening their golf offerings targeting the so-called MZ generation, which includes Millennials and Gen Z. Millennials are those born between 1981-1995 and Gen Z includes includes people born in 1996-2005.

At Shinsegae International, J.Lindeberg’s imported “aristocratic sport” related products are selling well, while at FnC, imported G Fore products are attracting buyers.

Fila Korea, which is the main shareholder of Acushnet Holding – which owns Titleist and FootJoy, reported a strong increase in sales of their products as well.

Golf is a sport loved by young Koreans. Photo: Golf Digest.

An employee of FnC said: “The MZ generation is very serious about posting photos on social networks and seems willing to buy expensive products.” The company adds that because they are targeting the youth, the golf apparel produced is becoming more and more diverse in style, including in color.

A fashion industry official said: “Since golf is an expensive sport, there seems to be little objection from customers about the price. The leading golf apparel companies are trying to differentiate themselves through a low-cost premium strategy.”

According to the Korea Amusement Industry Institute, in 2021, the number of golfers in Korea is estimated at 5.15 million. This is the first time this number has exceeded 5 million.

In another corner, the golf course is also a hiding place for some illegal activities such as prostitution. According to the Korea Times, many online brokers in the country offer services that appear to be pairing golf companions but are in fact connecting sex buyers and sellers.