Y2K Fashion Trend and Retro Marketing in Korea

 

 

The Rise of Retro Marketing: Reviving Nostalgia in the Digital Age

Retro marketing is more vibrant than ever. Y2K (early 2000s) fashion is making a comeback, led by idol groups, and is gaining traction once again. The retail industry is also stimulating nostalgia by re-releasing discontinued products or launching limited-edition items with packaging from over 20 years ago. Retro marketing evokes fond memories for consumers in their 30s and 40s, while offering a fresh, exciting experience for those in their teens and twenties. It provides younger generations with the “fun” of experiencing past cultures indirectly through media.

 

The retail industry is fully embracing retro marketing strategies. Recently, Lotte Chilsung Beverage launched the nostalgic Del Monte glass-bottled juice. The Del Monte glass bottle, which was once even used as a water bottle, is now a rare symbol of nostalgia. To appeal to younger generations, Lotte Chilsung utilized the Line Friends character, "Renini," on the label.

 

Picnic, a drink renowned for its “40 years of nostalgic flavor,” has also capitalized on the zero-calorie drink trend with its release of "Picnic Zero," which has become a major hit. Maeil Dairies announced that its new product "Picnic Zero" surpassed 1 million units in cumulative sales just 18 days after its launch. The release was prompted by a customer who had enjoyed Picnic since childhood. A representative from Maeil Dairies stated, “This is a great example of how a 40-year-old brand can find new growth value by accurately reflecting market trends and consumer needs.”

 

Lotte Wellfood is also actively utilizing retro marketing. In April, it re-released "Blueberry Gum," which was first launched in 1983 and was in production until 2011, marking its return after 13 years. Last year, Lotte Wellfood carried out the "Revive! Lotte Gum" campaign, featuring past products like Fresh Mint and Eve Gum. Recently, the company collaborated with retro fashion brand Michiko London to launch its iconic "Juicy Fresh" and "Spearmint" gums. Thanks to the retro marketing campaign, Lotte Wellfood's gum sales grew by 25% year-over-year.

 

The fashion and beauty industries are also seeing a retro resurgence. Idol group NewJeans played a significant role in the revival of Y2K fashion, showcasing short crop tops, baggy tops, wide-legged pants, and headbands, which continue to trend. Additionally, idol group Aespa introduced metallic fabrics and silver makeup, sparking the so-called "metallic trend." This concept echoes the cyber-warrior aesthetics popularized by artists like Lee Jung-hyun and Uhm Jung-hwa in the past, and MZ Generation (Millennials and Gen Z) consumers are embracing it as a “hip” style.

This trend is also prominent in the fashion industry. 1990s "grunge" items like mesh knits and ripped jeans are trending this year. The silver color variant of Vanessa Bruno's "Le Bon Bag" by LF is particularly popular. Similarly, the silver "Noah Ribbon Point Toe Slingback" by Jill by Jill Stuart saw a 70% increase in sales compared to March. Over half of the items from "Missho's Grunge Collection" sold out, leading to restocking efforts.

 

Even analog cameras are making a comeback, despite the difficulty in finding camera film. Recently, the Seun Sangga area in Jongno has become a hotspot for MZ Generation consumers looking to purchase film and digital cameras, as well as camcorders. Fujifilm Korea anticipated this demand and released the "Instax Mini 99" last May. Younger consumers, who are accustomed to the crisp clarity of smartphone images, are now drawn to the hazy, nostalgic feel of analog cameras.

The current retro marketing trend across various industries highlights a dual approach. Brands are catering to 30s and 40s consumers, who find comfort in reminiscing about the past, while simultaneously capturing the attention of younger consumers (10s and 20s) who seek a refreshing experience in consuming the culture of a prosperous era they never lived through.

Survey results also confirm this trend. According to a survey conducted by the market research firm Embrain Trend Monitor, 7 out of 10 people expressed a positive sentiment toward the resurgence of childhood culture through retro culture. However, many respondents also viewed the retro culture trend as "a new cultural phenomenon using old elements" (83.0%) and "an experience that offers new cultural stimuli to current generations" (82.1%). In fact, 6 out of 10 respondents found retro concepts to be "hip."

 

Your marketing partner, the best marketing agency in Korea, TALENTism.

Check more about TALENTism here!