Across South Korea, a distinctive fashion trend has taken hold as colorful, quirky bag charms dangle from backpacks, tote bags, and purses everywhere you look. What started as a local obsession has evolved into a global phenomenon, with the craze now spreading far beyond Korean borders and capturing attention from Hollywood celebrities to international influencers.
The initial catalyst for this trend was Labubu, a character created by Chinese toy company Pop Mart that quickly dominated the Korean market. When K-pop superstars like BLACKPINK's Rosé and Lisa were photographed carrying these distinctive charms, public demand exploded overnight. The quirky toys instantly sold out nationwide, transforming from simple collectibles into coveted status symbols as availability plummeted and prices soared.
However, the Labubu phenomenon has transcended Asian markets entirely. International celebrities including Rihanna have been spotted with their own Labubu charms, while tennis champion Naomi Osaka's bedazzled version made headlines at this year's US Open. American beauty influencer James Charles has promoted the trend through Instagram Reels and TikTok videos, even creating Labubu-inspired makeup looks that have gone viral. What began as an Asian cultural trend has successfully penetrated Western markets and mainstream pop culture.
The psychology behind Korea's obsession with these miniature accessories lies deeply rooted in the country's collective social dynamics. In a culture characterized by monochromatic fashion choices and strong conformity pressures, many individuals seek subtle ways to express their personality without dramatically breaking social norms. Bag charms and keychains provide the perfect solution – they're personal, trendy, and understated, allowing people to showcase individuality while maintaining social harmony. This form of self-expression has become so prevalent that Koreans have coined a new term: "baek-kumigi," meaning bag decoration.
Smart marketing strategies have significantly amplified the success of Korea's bag charm obsession. Companies employ mystery boxes, limited-edition releases, and gacha-style random draw machines that tap into consumers' gambling instincts. Enthusiasts frequently spend hundreds or even thousands of dollars attempting to obtain specific items, particularly rare limited-edition pieces. Many collectors pursue complete sets of every available version, turning the hobby into an expensive pursuit. Industry experts have drawn parallels between this behavior and gambling addiction, noting how the thrill of uncertainty and the possibility of obtaining rare items creates an addictive cycle.
Celebrity influence serves as the primary driving force behind bag charm trends in Korea's fast-paced fashion cycle. K-pop idols and entertainment figures essentially function as trend forecasters, with their airport fashion and casual social media posts closely monitored by fans and fashion enthusiasts. When celebrities are photographed at airports – particularly Incheon International Airport – their outfit choices, including bag accessories, are scrutinized and often replicated by followers. These airport photography sessions have evolved into one of Korea's most effective promotional tools, as many celebrities receive brand sponsorships for their public appearances.
While brands typically select the bags and clothing items celebrities wear, the styling choices – including how they accessorize their bags – reflect personal taste and authenticity. Vogue Korea's popular "What's in My Bag?" video series provides fans with intimate glimpses into their favorite celebrities' personal preferences. In one featured episode starring K-pop girl group ILLIt, member Moka expressed genuine enthusiasm for a Hello Kitty bag charm she personally purchased during a trip to Japan, lending credibility to her style choices and inspiring fans to seek similar items.
Several celebrities have gained recognition specifically for their creative bag personalization techniques. Le Sserafim's Huh Yunjin went viral last year after styling her bag with ribbons, metallic beads, and plush toys, launching a maximalist bag trend that inspired countless fans to experiment with their own accessories. Similarly, NCT Wish's Sakuya made headlines for his extensive collection of bag charms, adopting a maximalist approach by attaching more than ten different charms to his backpack during promotional activities. His collection ranges from Labubu figures and his own group's merchandise to random decorative tags, demonstrating how personal expression can become a signature style element.
As the bag charm trend continues evolving, several emerging categories are gaining traction among Korean consumers. Dress-your-own character charms, particularly featuring Gromit from the British claymation series "Wallace & Gromit," have gained unexpected popularity. These affordable charms arrive unclothed, allowing buyers to customize outfits and accessories, appealing to creative consumers who enjoy personalization projects. These items are readily available in popular shopping districts like Hongdae and Myeong-dong, as well as wholesale retailers like Nyunyu.
Customizable keycap keychains represent another growing trend, combining functionality with stress relief. These satisfying, anxiety-reducing accessories can be completely personalized and provide tactile satisfaction similar to fidget toys. BLACKPINK's Jennie was recently photographed with a pressable keypad keychain from her Hangeul Day ZEN SERIF merchandise collection, demonstrating how even established celebrities embrace these practical accessories. Consumers can customize these items at stores like Kyobo, order them from online platforms like 29cm, or find simpler versions at retailers like Artbox and Daiso.
Jellycat plush bag charms are emerging as potentially the next major trend. While these high-quality stuffed animals have maintained popularity in Britain and the United States for years, Jellycat's first Korean pop-up store opened this month in Seongsu, one of Seoul's trendiest neighborhoods. Reservations for the pop-up experience fill up rapidly, with long lines forming throughout the day as customers seek to purchase their own Jellycat items. The immersive shopping experience has attracted numerous influencers and celebrities, with BLACKPINK's Jisoo recently posting photos featuring her Jellycat plush bag charm, suggesting these premium accessories may soon dominate the market.
Cosmetic bag charms represent an innovative fusion of beauty and fashion trends. Forward-thinking makeup brands have begun incorporating charm elements into their product designs, creating items that function as both cosmetic tools and adorable accessories. These products feature keyring attachments, making them convenient and portable for on-the-go touch-ups. Korean makeup brand Fwee released a pocket eye palette available in five color variations, while Amuse introduced a lip tint keyring that has gained significant popularity. As more brands recognize this trend's potential, they're rapidly developing their own versions of pocket-sized bag charm makeup products, available through major retailers like Olive Young and individual brand websites.
The bag charm phenomenon in South Korea demonstrates how local cultural trends can achieve global reach through celebrity influence and social media amplification. As the Labubu craze begins to mature, these emerging trends suggest that Korea's appetite for creative self-expression through miniature accessories will continue driving innovation in fashion and lifestyle products, potentially influencing global markets for years to come.
