Since the end of March, Hyundai Baekhwajeom located in Seongnam Pyeongchang has opened a balletwear‑focused pop‑up shop and attracted customers willing to spend about ₩400,000 each. The event ran from the 27th through the 9th, reportedly achieving almost twice its target sales. On site, it was not only balletwear that drew attention but also sets of cardigans, skirts, and warmers; consumers who spent ₩300,000–₩400,000 in one go were readily visible.
Kim Jin‑a, CEO of the balletwear brand “Taechu,” said, “Our high‑end customers prefer purchasing complete sets rather than basic balletwear.” She added that “the pop‑up met its sales target within three days.” She also emphasized that since launching the main line in July 2024, sales have been doubling annually.
Yongsan Ipark Mall opened a pop‑up under the name ‘Ballet Atelier’ last June, gathering six brands together. The average sale was about ₩40 million; visitor numbers were roughly 15,000, and Ipark Mall had already tested customer response with a single‑event pop‑up in February. As online word of the event spread organically, the organizer announced plans to scale up.
The fashion industry regards balletwear not as a fleeting trend but as an independent category that is gaining traction across generations 30 and beyond into the 40s. Offline stores are securing competitiveness by extending dwell time and consumption through strategies that increase on‑site spending. Balletwear’s close fit to body and design make it feel natural, boosting willingness to purchase after trying on. Accordingly, the venue provided fitting rooms and a “Julja” (jumper) station so customers could try on products at their own size.
An industry insider said, “The balletwear pop‑up began as a small‑scale event but, given current sales and brand recognition, is seen as substantial content.” He added that further expansion of the event’s scale and frequency will be pursued along with related brand development.