Nike’s “Korea 2026 Stadium Home Dri-FIT Football Replica Jersey” ranks among the top products at Musinsa’s “Mujinjang Black Friday” event. Photo courtesy of Musinsa
The enthusiasm of cheering for South Korea’s national team since the opening of the 2026 World Cup in North and Central America is spreading into the fashion market. As cheering culture takes root in daily life, demand for items such as national team jerseys, red-colored clothing, and bandanas is growing rapidly.
According to Musinsa on Tuesday, searches for “South Korea uniform” surged sixfold over the four days from June 12 to 15, when the Korea-Czech Republic match was held, compared with the previous week (June 5-8). Over the same period, searches for “uniform” and “soccer uniform” each doubled. The search demand translated into actual purchases, with uniform sales jumping about 4.5-fold.
On fashion platform Zigzag, searches for “World Cup” soared more than sevenfold over the same period. Alongside keywords symbolizing the national team such as “Red Devils,” “red,” and “red color,” searches for cheering accessories also rose, including bandanas (31%), headscarves (16%), and tattoo stickers (42%). On secondhand trading platform Karrot, searches for “national team uniform,” “Team Korea uniform,” and “Son Heung-min uniform” rose 236%, 373%, and 190% respectively, while trading volume increased 114%, 15%, and 110%.
Hazzys’ signature “HRC” collection for this Spring/Summer (SS) season. Photo courtesy of LF
At this World Cup, the “blockcore” trend of styling sports jerseys with everyday clothing is spreading in tandem with the cheering culture. At Musinsa’s discount event “Mujinjang Black Friday,” which began June 14, Nike’s “South Korea 2026 Stadium Home Dri-FIT Soccer Replica Jersey (top)” ranked among the top popular products.
Individual fashion brands are also strengthening marketing in line with this trend. LF’s Hazzys expanded the application of red color accents to shirts, pique T-shirts, and knitwear in time for this World Cup season. As a result, sales of red-colored items from last month through the first week of this month rose 30% year-on-year. Reebok is also operating about 30% of its overall sports jersey color lineup in red tones for this year’s spring/summer (SS) season.
Nike, which produced the national team uniform, unveiled a collection on Monday in collaboration with G-Dragon’s PEACEMINUSONE and the Korea Football Association, recording a complete sellout of all products upon release. The collection consists of six clothing items, one pair of shoes, and one accessory expressing the energy of Korean soccer.
“Interest in uniforms and cheering items is rising on the back of the national team’s strong performance since the World Cup opened,” an industry official said. “With the blockcore trend of enjoying sports jerseys like everyday clothing added on top, the growth in sales of related products is likely to accelerate even further for the remainder of the World Cup.”