Swimsuit sales surge in S. Korea during off-peak seasons

The Vilebrequin pop-up store has been operating at Lotte Department Store’s main location since this spring. [Courtesy of Lotte Department Store]

In South Korea, swimsuit sales are experiencing a significant rise during spring and fall rather than the traditional summer season. This growth is attributed to consistent travel demand to Southeast Asia, Japan, and other regions, even during the off-peak season.

According to Lotte Department Store on Monday, last year’s swimsuit sales growth rate by season showed that summer had the lowest increase at 5 percent, while spring saw the highest at 55 percent. Sales in fall increased by 20 percent, and even in winter, sales rose by 10 percent. Notably, the proportion of total swimsuit sales occurring in seasons other than summer reached 60 percent, surpassing summer’s 40 percent share.

This trend continues this year, with Hyundai Department Store also reporting an increase in off-season swimsuit purchases. When comparing sales growth in the swimsuit category between winter (January) and summer (July) of this year, the winter growth rate was 12.5 percent, higher than the summer rate of 5.7 percent.

The increase in swimsuit purchases outside of summer is driven by consumers seeking more affordable off-season vacations amid rising prices. In January of this year, major travel agencies Hana Tour and Mode Tour reported that they attracted 340,000 and 180,000 customers, respectively. Southeast Asia and Japan accounted for 82 percent of these bookings.

Additionally, the growing trend of enjoying staycations at hotels or indoor water parks in South Korea contributes to this shift. As a result, people are increasingly enjoying water activities throughout the year, not just during the summer when local beaches are officially open.