[Big read] Shopping over politics: How Chinese goods are winning over South Koreans 

(Edited and refined by Josephine Hong, with the assistance of AI translation.)

On the afternoon of 30 June, another long queue wrapped around the South Korean flagship store of Chinese tea chain Chagee near Gangnam station in Seoul.

Since entering the South Korean market in late April, Chagee has opened six outlets in Seoul’s prime shopping districts. When its Gangnam flagship first opened, waiting times stretched more than four hours. The modern tea brand from China’s Yunnan province has become emblematic of the rapid rise of Chinese consumer brands among South Korean youths.

Interestingly, many young South Koreans discovered Chagee not because they had visited China, but through K-pop idol Jang Won-young.

While she was in China for an event, Jang, a member of South Korean girl group Ive, held a livestream on her social media and made an offhand comment that her Chagee drink in hand was “delicious”. The post quickly gained traction in South Korea, introducing the brand to many fans. South Korean netizens have since dubbed Chagee as “Jang Won-young’s milk tea”.

University student Kim Ji-won, 21, told Lianhe Zaobao (LHZB), “I’ve been curious about it ever since Jang Won-young recommended it. I came all the way here with a friend just to try the milk tea.”

She added, “The shop’s design feels very sophisticated. The peach milk tea I ordered has a distinctive tea aroma and tastes quite different from the typical milk tea found in South Korea. It feels as though I am not simply buying a drink, but experiencing a new gastronomic culture.”

Office worker Lee Young-jun, 28, became a Chagee regular after a trip to Shanghai.

He first tried Chagee during his trip to Shanghai last year. After learning that the brand had entered South Korea, he made a special trip to its Gangnam outlet.

Lee said, “The South Korean version seems slightly less sweet, which suits local tastes better, but the packaging and shop design are almost identical to those in Shanghai. It feels like bringing the Shanghai consumer experience back to Seoul.”

In the past, when South Korean consumers thought of Chinese brands, the first things that often came to mind were “cheap” or “value for money”. Today, young consumers are being drawn by design, aesthetics, retail spaces and the overall brand experience. From queuing for a cup of milk tea to sharing photographs of their visits on social media, Chinese brands are gradually becoming part of young South Koreans’ everyday consumption.

Discovering Chinese brands through travel

Besides Chagee, Heytea has established a foothold in prime districts such as Gangnam and Myeong-dong. ChaPanda, which entered South Korea more than a year ago, now has more than 30 outlets and is continuing to expand into regional cities. Luckin Coffee has also reportedly completed trademark registration in South Korea, a move seen as preparation for entering the market.

Choi Chul, a professor in the Department of Consumer Economics at Sookmyung Women’s University, believes that Chinese tea brands have quickly gained ground in South Korea not merely because of their novelty, but because they have filled a longstanding gap in the country’s beverage market.

He said South Korea’s chain beverage market had long been dominated by coffee, while Chinese brands had successfully repackaged traditional tea as a youthful, fashionable product with strong social appeal. “Consumers are not just buying a cup of tea, but a lifestyle,” Choi said.

Tea is only the beginning. A growing number of young South Koreans are discovering Chinese brands after visiting China.

Travelling to China became significantly easier after China introduced visa-free entry for South Koreans in November 2024. South Koreans who previously favoured Japan and Southeast Asia began adding Chinese cities such as Shanghai, Chongqing and Qingdao to their itineraries. Combining modern cityscapes, vibrant food scenes and social media appeal, these cities quickly became some of the fastest-growing trending destinations on South Korean travel platforms.

Tourism industry sources said that the number of South Koreans travelling to China last year grew faster than to other major short-haul overseas destinations. Estimated outbound travel figures compiled by South Korean market analysis firm Yanolja Research showed that the increase in travel to China outpaced that of Japan, Vietnam and Thailand. Travel agencies have also seen a similar trend, with demand for Shanghai rising sharply.

A travel industry insider said, “South Korean media pay more attention to Chinese tourists visiting South Korea, but in reality, enquiries from South Koreans about travel to China are also rising rapidly. This can be seen as an example of politics and diplomacy influencing travel choices.”

Office worker Choi Soo-mi, 29, was among them. She and her fiancé had barely considered visiting China as he thought there was “nothing much to do in China”. Drawn by the visa-free policy and discounted airfares, they eventually set off to “go and have a look”.

Their trip to Shanghai completely transformed their impression of China. Choi said that Shanghai was cleaner and more comfortable than expected, and the city was well managed. Even during the Labour Day holiday, the streets remained orderly. What truly surprised her was not the Bund or the Oriental Pearl Tower, but the consumer culture among young people.

She shared, “Every few steps there were people queuing for milk tea or coffee. Many of the shops were beautifully designed and highly distinctive. After returning home, I was recommending Shanghai to friends.”

Choi also began following Chinese brands she had previously known little about. She now often visits hotpot restaurant Haidilao with her family during weekends, hoping to recapture the familiar flavours of her Shanghai trip.

Similar changes are reflected in market data. According to industry statistics, Haidilao’s South Korean sales grew over eightfold over five years, showing that Chinese food and beverage brands are increasingly entering South Koreans’ daily lives as travel to China and first-hand consumer experiences spread.

A South Korean tourism industry insider described China today as being more like a “giant brand showroom”. Many young South Koreans first encounter Chinese brands not in Seoul, but in Shanghai, Shenzhen or Chongqing. Travel builds brand awareness and narrows the psychological distance between consumers and brands.

BYD penetrates South Korean market

This shift in perceptions has quickly extended to higher-priced durable goods with longer purchasing cycles, such as cars.

BYD, which formally entered the South Korean market last year, has recorded sales growth far beyond industry expectations. BYD Korea said its cumulative sales had reached 11,675 vehicles in the first half of 2026. It surpassed 10,000 units in just 11 months after deliveries officially began in April 2025, making it one of the fastest-growing brands in South Korea’s imported new-energy vehicle market.

The head of BYD Korea told LHZB, “In the past, many people would first think, ‘This is a Chinese brand’, before even taking a test drive. Now, more and more people experience the product first, then judge it based on its technology, quality and overall refinement.”

Office worker Hong Yu-sik, 45, bought a BYD Sealion 7 late last year. Many friends and relatives had tried to dissuade him, asking, “Why buy a Chinese car? Might as well get a Tesla.”

Hong had previously driven a Polestar 2, an electric five-door hatchback, and was planning to switch to an electric SUV. After comparing several models, he concluded that BYD offered a good balance of price, driving range and features. With government subsidies and promotional discounts, he ultimately bought the new car for about 41.6 million won (US$28,000).

Driving it completely changed his impression. He said, “Its durability, interior workmanship and overall quality have all exceeded my expectations. Others may still have brand prejudices, but once they actually drive it, they will realise that it is genuinely a good product.”

More striking was the shift in attitudes among those around him. “People used to ask, ‘Why did you buy a Chinese car?’ Now they ask about its range, features and whether it is worth buying, rather than which country it comes from,” Hong said.

In the first half of this year, sales of imported cars in South Korea rose 33.2% year-on-year. Sales of imported electric vehicles (EVs) surged 158.5%, making them the fastest-growing segment. Tesla remained the top-selling imported car brand with 56,147 vehicles, while BYD entered the “10,000-unit club” for imported cars for the first time with sales of 11,675 vehicles. Its Dolphin and Sealion 7 models both ranked among the best-selling imported EVs.

South Korean media noted that the Tesla Model Y recorded sales of 43,359 vehicles in the first half of the year, also reflecting growing acceptance among South Korean consumers of “Made in China” cars, as these Model Y units are manufactured at Tesla’s Shanghai Gigafactory.

More South Koreans are focusing on product performance, smart features and quality rather than where a vehicle is made. This has prompted Chinese carmakers to accelerate their push into South Korea’s luxury car market. Zeekr, Geely’s premium brand, recently began taking pre-orders in South Korea for its 7X mid-sized electric SUV.

The head of Zeekr Korea told LHZB that the brand was positioned around “technological luxury” and hoped to redefine luxury EVs through smart technology, innovative design and digital experiences.

Industry observers said Chinese carmakers are gradually building a product line-up spanning the mass market to the premium segment. Faced with comprehensive competition from these Chinese newcomers, domestic giants Hyundai and Kia are coming under mounting pressure.

A Hyundai representative said bluntly, “Competition from Chinese brands today is no longer just about expanding low-priced EVs. From mass-market to premium models, and from costs to technology, they are exerting pressure on South Korean carmakers across the board.”

Chinese smart home appliances dominate Korean market

If EVs reflect South Korean consumers’ growing acceptance of Chinese manufacturing, the popularity of smart appliance brands show that Chinese brands have already begun to dominate certain markets.

Since entering South Korea, Chinese robot vacuum cleaner brand Roborock has captured an overall market share of more than 50% and remained the market leader for four consecutive years. When combined with other Chinese brands such as Dreame, Ecovacs and Xiaomi, industry estimates suggest that Chinese companies hold a combined market share of nearly 70%, making them the overwhelmingly dominant players.

Homemaker Kim Hee-jeong, 42, told LHZB that she ultimately chose a Chinese robot vacuum cleaner after receiving recommendations from those around her.

She shared, “Friends told me that compared with South Korean robot vacuum cleaners, Chinese ones mop better and are just generally better, so I gave one a try. In the past, I would have hesitated at seeing ‘Made in China’, but after actually using the product, I’m not looking at other brands anymore.”

Industry observers believe South Korean consumers are willing to pay premium prices for Chinese brands because of their product competitiveness. In recent years, Chinese robot vacuum cleaner brands have continued to increase investment in research and development, rapidly advancing core technologies such as artificial intelligence (AI)-powered navigation, obstacle recognition, automatic dust collection and robotic arms. They have gradually established a clear advantage in smart user experiences.

As Chinese brands continue to expand their market share, most domestic brands have seen their market presence significantly marginalised, with the exception of Samsung Electronics, which remains highly competitive.

The manager of a large home appliance retailer in Seoul said that consumer preferences had become increasingly differentiated. “Customers seeking performance and smart features mostly choose Roborock, while those who prioritise after-sales service, brand trust and personal data security tend to prefer Samsung Electronics.”

The emphasis on personal data security highlights a challenge facing Chinese brands. South Korean consumers remain concerned about the data security of connected smart appliances, particularly the personal data and privacy risks posed by robot vacuum cleaners with cameras.

At the same time, Chinese companies’ after-sales service networks are still lacking compared with domestic South Korean brands. Chinese brands must overcome these hurdles in order to expand their market.

Anti-China sentiment and Chinese brands

In stark contrast to the growing appeal of Chinese brands, negative perceptions of China have continued to deepen in South Korean society in recent years.

A 2025 survey by South Korean think tank the East Asia Institute found that 71.5% of South Korean respondents held a negative impression of China, second only to North Korea. Negative views were especially pronounced among those in their 20s and 30s.

Public opinion widely regards the deployment of the Terminal High Altitude Area Defense (THAAD) system in 2016 as a turning point in anti-China sentiment in South Korea. China’s subsequent countermeasures, historical and cultural disputes, the Covid-19 pandemic and strategic competition between China and the US combined to fuel increasingly negative perceptions of China.

During Yoon Suk-yeol’s presidency in particular, China-related issues were repeatedly amplified by far-right media outlets and conservative online influencers. Unverified claims, including allegations about “Chinese spies”, spread on social media, further intensifying anti-China sentiment.

The apparent contradiction between rising anti-China sentiment and the continued expansion of Chinese brands’ market share has become a recurring subject of public interest in South Korea.

Lee Eun-hee, a professor from the consumer science department at Inha University, believes a new consumer logic is taking shape among younger South Koreans: “Politics is politics, and consumption is consumption.”

She said that younger generations who grew up with the mobile internet and social media were accustomed to different cultures and brands across borders. They placed greater importance on design, quality, performance and the consumer experience than on a brand’s country of origin. 

Lee added, “A brand’s value matters more than where it comes from.”

Improved bilateral ties with people-to-people exchanges

Ha Nam-suk, a professor in the Department of Chinese Language and Culture at the University of Seoul who has long studied anti-China sentiment in South Korea, believes that the growing competitiveness of Chinese brands and rising anti-China sentiment in South Korean society are, in fact, two sides of the same coin. China’s rapid rise in sectors such as new-energy vehicles, batteries, consumer electronics and AI has caused South Korean society to feel competitive pressure. Meanwhile, US-China strategic rivalry and the amplification of China-related issues in South Korean domestic politics have further reinforced negative sentiment.

However, he noted that South Koreans’ real-world consumer experiences were gradually becoming detached from their political perceptions. “The China discussed in politics is not the same China that consumers encounter through Chinese brands,” he said.

Ha said that people-to-people exchanges between the two countries had almost ceased during the pandemic. South Koreans consequently came to understand China more through online discourse than through real-world contact, further entrenching existing prejudices. As tourism, study abroad and business exchanges have resumed over the past two years, growing numbers of people have begun rediscovering China through travel, consumption and first-hand product experiences.

He said South Korean perceptions of China remained heavily influenced by domestic politics, but the resumption of travel and people-to-people exchanges is creating room for bilateral relations to improve. More South Korean consumers are reassessing Chinese brands based on personal experience rather than online discourse. Consumer experiences may not immediately change political perceptions, but they could provide a starting point for rebuilding public support and fostering a thaw in China-South Korea relations.

This article was first published in Lianhe Zaobao as “国际特稿：反华情绪高涨无阻消费 中国品牌虏获韩国人心”.

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