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UNIQLO set up a store in South Korea, appealing the features of cheap and high-quality Japanese products, and as a representative of Japanese products, it has permeated the lives of Korean consumers widely. On November 11th, 2011, the largest flag-ship store in Asia was opened in Myeong-dong, a typical downtown area of Seoul. The sales on the first day were 2 billion won, which more than quadrupled the daily highest sales record in the Korean fashion and clothing industry.
However, in 2019, when the Japanese government strengthened export control to South Korea, a boycott of Japanese products "NO JAPAN" started as a protest. UNIQLO was especially struck by the boycott. It was often seen that members of citizen groups raised the "NO JAPAN" tag and protested in front of UNIQLO stores.
UNIQLO had 187 stores in South Korea in 2019, but now it has decreased to 134 stores. Some of the closed stores including the "Myeongdong store" in Myeongdong.
Supporters of the boycott campaign said that the boycott was effective in closing the stores one after another, but in reality, it was not a response to the boycott, but a strategic store closure. There is also a view that it was.
By reorganizing existing stores, they aimed to improve profitability, and in response to the growing demand for online shopping due to the spread of the COVID-19 virus infection, we strengthened sales at online stores. "The COVID-19 virus was epidemic the year after the boycott" one industry insider told UNIQLO.
In addition, many Korean media have analyzed that the sale of collaborative products with global designers and brands has contributed significantly to the return to profitability.
In November of last year, the autumn/winter collection, which was sold at six stores in South Korea as a collaboration project with world-famous fashion designer Jil Sander, was sold out shortly after the store opened. About this, the voice that "UNIQLO, which was the target of "NO JAPAN", became the signal of "YES JAPAN" beginning to be heard.
Also, in October of this year, the down jacket in collaboration with the brand "White Mountaineering" launched by Japanese designer Yosuke Aizawa was sold out shortly after its release. Aizawa is a popular designer in Korea. "White Mountaineering" is known as a luxury brand, but UNIQLO's collaboration products can be purchased for 100,000 won, and both physical stores and online stores are flooded with people who want to buy.
Until now, the Korean media has taken up the "boycott" every time there is any movement in the sales of Japanese products in Korea, not just UNIQLO, but there are voices on the net saying "selective boycott". Last year, the popular game "Animal Crossing: New Horizon" from Nintendo's game console "Nintendo Switch" became a big hit in South Korea. From the day before the release date, a large number of people were seen lining up at the stores.
If there is no alternative Korean product, even Japanese products will be bought, and on the net, "Even if you are boycotting, you buy Animal Crossing". Some people pointed out inconsistent consumption behavior. A similar phenomenon is seen in consumer behavior towards UNIQLO products. This phenomenon raises the question of how many Korean consumers have avoided buying all Japanese products.
The Korean media reported the news of UNIQLO's return to profitability in the Korean market as "Now 'YES JAPAN'?" It is reported under headings such as (Economic Newspaper).
Japanese companies that adhere to the basics of "cheap and high-quality products" are accepted by Korean consumers. The level of Korean consumers is much higher than the level of the flag-waver's flag, even if a temporary easy political incitement rages.
2021/12/08 21:11 KST
