Eland World’s shoe boutique chain, Folder, reported the popularity of its “shin-kkumi” experience zone. (Image courtesy of Eland World) SEOUL, Aug. 27 (Korea Bizwire) – In South Korea, a new fashion trend is taking hold among the MZ generation (those born between the early 1980s and early 2000s) who value individuality.
This trend, known as “kkumi”, involves personalizing various fashion items, from shoes (“shin-kkumi”) to T-shirts (“ti-kkumi”) and bags (“baek-kkumi”). On August 24, Eland World’s shoe boutique chain, Folder, reported the popularity of its “shin-kkumi” experience zone, which debuted on August 10 to commemorate the renovation of its Daegu Dongseongno store. At this experience zone, customers can purchase accessories such as beads, ribbons, and badges for around 5,000 won to decorate their shoes on the spot.
The success of this initiative led to a 33% year-on-year increase in sales during the first 11 days after the Daegu store’s reopening. Encouraged by this response, Folder plans to introduce similar experience zones at its Busan Gwangbok Highlight store (opened August 15) and the upcoming Seoul Myeongdong Highlight store, set to open on August 23. A Folder representative explained, “We introduced the shin-kkumi service in response to the growing buzz around shoe customization content on social media and the increasing inquiries from female customers in their 20s and 30s.
” The trend extends beyond Folder. The Newport sandal .