Secondhand Fashion Wins Hearts of Young Koreans | Be Korea-savvy

Secondhand Fashion Wins Hearts of Young Koreans


SEOUL, March 17 (Korea Bizwire)More people from the MZ generation, a Korean term referring to millennials and Generation Z, are buying branded fashion items from secondhand app markets.

Bungaejangter, the operator of its namesake secondhand transactions app, revealed that approximately 75 percent of customers that used the “brand follow” features between September 2021 and February 2023 were from the MZ generation, three times higher than those belonging to Generation X and baby boomers.

Among the “brand follow” feature users, 81 percent picked fashion as their primary category to follow.

A majority of the users also followed Nike. All of the top 10 most-followed brands on the platform dealt with fashion, except for Apple.


The MZ generation tends to prefer classic heritage brands over “fast fashion,” or trends that come and go in the short term, the second-hand platform said.

Heritage brands like Polo, Lacoste and Tommy Hilfiger saw their transactions rise dramatically between September 2021 and last month, spearheaded mostly by the MZ generation (78 percent).

Image Credit: Bungaejangter / Seoul Metropolitan Government /

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