TodayKorea — Reporter Kim Chaeyoon | Spring is in full swing, and transitional-season wardrobe shopping is back. But there’s a twist: young adults are flocking to "gaewoon" (開運) hikes—luck-boosting outings meant to shake off bad vibes and invite good energy—which is driving up demand for outdoor apparel.
On the 25th, TodayKorea found that the "Gwanaksan Challenge"—born from a moment on a variety show—has exploded on social media, igniting a hiking craze among people in their 20s and 30s.
It all kicked off when fortune-teller Park Seong-jun told viewers on You Quiz on the Block, "When life isn’t going well, go to Gwanaksan."
Social feeds are full of summit selfies from Yeonjudae—the peak of Gwanaksan—often paired with personal wishes. As of that day, Instagram showed roughly 319,000 posts tagged #Gwanaksan.
A hiker who recently joined friends told the paper, "I've been getting lots of invites to hike, so I went. I even bought hiking shoes since I didn't have any."
That surge in interest is translating into higher demand for gear.
KakaoStyle's ZigZag reports that searches for hiking between Feb. 19 and March 18 exceeded 11,000—a 57% jump from the same period last year.
Searches for key items—hiking shoes, goggles, and hiking backpacks—spiked 170%, 189%, and 60%, respectively.
Over the same period, outdoor product sales jumped 137%; windbreakers and functional short-sleeve tops rose 77% and 103%.
A KakaoStyle spokesperson said, "Among people in their 20s and 30s, the healthy-lifestyle trend that started with running and even ballet now includes hiking. With the warmer weather, this hiking craze is likely to stick around."
With young consumers paying attention to outdoor wear, domestic fashion brands are rushing to launch products and host events to capture that demand.
Take SPAO, from E-Land World: they just launched a windbreaker collection that blends running-ready tech with lifestyle-outdoor vibes.
The pieces are lightweight and offer UV protection—designed to work for both everyday life and outdoor adventures.
To celebrate the launch, the brand is running a "Power Week" promotion through March 31 on its official online store and at stores nationwide.
Musinsa, meanwhile, debuted Adidas's outdoor TERREX line on its online platform in a "mega showcase," focusing on pieces that marry style and performance.
They're also rolling out distinct marketing strategies across online and offline channels for the outdoor range.
Online, the campaign highlights the Agrabic collection—designed for trail running—with exclusive coupons and payment perks.
Offline, Musinsa is running a Seongsu pop-up where shoppers can experience both trail-running and road-running lines.
A Musinsa representative said, "This showcase presents a high-performance outdoor lineup and gives customers expanded fashion choices that bridge specialized sports and everyday lifestyle."
