Korean kidswear goes viral at Seoul's Namdaemun Market

외국인도 반한 남대문 K아동복… 번호표까지 뽑고 라이브 판매까지

Seoul's historic Namdaemun Market is seeing a fresh wave of activity as viral kidswear breathes new life into its bustling alleys.
Shin So-eun takes us there.

With maze-like alleys home to more than 10,000 shops, Namdaemun Market has been Korea’s largest traditional market for over six centuries.

Now, the shopping boom here is moving to children’s fashion, with kidswear gaining popularity for its affordable prices.
The trend comes amid a recent uptick in South Korea’s birth rate and a growing influx of international tourists with local officials saying the market draws around 30,000 foreign visitors daily.


“From stylish outfits to tiny hats and shoes, Namdaemun Market is a fashion wonderland for little ones. With English signs and a wide range of sizes, it’s drawing shoppers from all around the globe.”

Some stores are so packed that shoppers need numbered tickets to get in, while foreign visitors show vendors photos and videos of trending styles.
As Korean kidswear gains traction on social media, vendors are also expanding their reach through diverse sales channels, particularly livestream shopping broadcasts.

"I got to know from this Chinese app, which is called Red. You can definitely negotiate for such low prices and getting a lot of selection from what you like. And then, especially if you have a girl baby here, it's definitely like a heaven for you because you can dress your girl like a princess."

“I’d read about Namdaemun in magazines and wanted to visit. There’s such a wide variety of designs and colors, even for one-year-olds, and the prices are very affordable for the quality of the designs.”

Some stores are even selling at wholesale prices to overseas retailers.
According to the Korea Customs Service, infant clothing exports more than doubled from 5 million dollars in 2023 to 12.2 million dollars last year, reaching 9.3 million dollars in the first nine months of 2026.
This growing demand for kidswear at Namdaemun has breathed new life into the market, with vacancy rates for children’s clothing stores dropping to around 15 percent.

“Customers can try on clothes, and we also offer exchanges and refunds. We’re also seeing far more young shoppers than before, especially mothers with babies and expectant mothers. ”

Vendors hope the international buzz will translate into lasting demand, as shoppers discover that the quality of their products lives up to the hype.

Shin So-eun, Arirang News.

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2026-11-05, 20:00 (KST)