【Korea】Are you only buying Mardi? A tour of Korean brand bags
👜 Bags・Wallets・Everyday Wear｜3 Brands to Watch in 2026
🎯 Have you checked out what comes after Mardi・Marithé?
As Mardi Mercredi・Marithé François Girbaud have gained popularity in Japan, more travelers are visiting Korea for fashion.
However, what Seoul's Gen Z is actually obsessed with is the generation that comes next. In Seongsu-dong・Hannam-dong, emerging designer brands are attracting increasing attention.
Each has a completely different style, so you’re sure to find one that suits your taste.
👜 The 3 must-have brands for 2026
All three brands have a distinctly “Seoul-like sense of style,” but they each go in completely different directions.
✅ Matin Kim
Known for its edgy, street-mode designs, the brand is especially popular for its mini bags. With its logo-forward style, it is gaining particularly strong recognition among those who love Korea fashion.
📍 Flagship store in Seongsu-dong
✅ STAND OIL
A selection of lightweight, easy-to-use bags made with vegan leather. These bags are popular as everyday bags you’ll want to carry daily, and the brand stands out through its material texture despite its simple designs.
📍 Flagship store in Hannam-dong
✅ Rest & Recreation（R&R）
The brand offers daily wear with an elegant, classic feel refined into modern silhouettes. In addition to bags and wallets, it carries a full range of clothing, making it a good choice for those who want to complete their outfit in one place.
📍 Stores in Seongsu-dong and Hannam-dong
🗒️ Notes for Your Shopping Day
All three brands have flagship stores in Seongsu-dong and Hannam-dong. One of the highlights of visiting in person is that you can enjoy not only the products but also the design of the spaces.
✅ 3 Key Points for Your Shopping Day
① Flagship stores are fun down to the space itself: The experience, including the interior and displays, is a unique local attraction. Many spaces are also highly photogenic
② Many stores offer immediate tax refunds: Many stores support the immediate tax refund system for foreign tourists (above a certain purchase amount), and you can complete the procedure by showing your passport
③ Don’t forget your passport: A passport is required for tax-free procedures. For peace of mind, keep it in your wallet or save a photo of it on your smartphone
Since the specific tax-free purchase amount and procedures may vary by brand, it is recommended to check with the staff when you visit.
✨ Summary
□ Explore emerging brands that have caught the attention of Seoul’s Gen Z in Seongsu-dong and Hannam-dong
□ Matin Kim = edgy street-mode style・mini bags
□ STAND OIL = lightweight vegan leather that is easy to use every day
□ Rest & Recreation = classic yet trendy everyday wear in general
□ Flagship stores let you enjoy the spatial design as well
□ Many stores offer immediate tax refunds・Be sure to bring your passport
For those looking for the next Korean fashion trend after Mardi, at least one of these three brands is sure to appeal to you. Before traveling to Korea, save the locations of the flagship stores and try planning your route.
Yeppuriko connects you with Korea, bringing together trends and exciting discoveries.
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