Beyond Sunscreen: Wearable and Stick-on UV Protection Products Gain Popularity in South Korea

Sunscreen alone is no longer enough for many South Koreans seeking protection from the sun's rays. A growing number of consumers, especially those in their 20s and 30s who are embracing outdoor activities like running and hiking, are turning to innovative products like "sun patches" worn under the eyes and clothing with built-in UV protection.

This shift in consumer behavior is driven by the practical challenges of reapplying sunscreen during extended outdoor sessions. "It's not easy to keep reapplying sunscreen when exercising outdoors," said Lee, a 30-something office worker who recently participated in a running race. "I need sun protection for a long time, so I buy these products even though they are expensive."

In response to this rising demand, outdoor brands are launching new lines of UV-protective gear. Patagonia Korea has introduced its "Capilene Cool Sun" collection, featuring hoods and long-sleeved shirts with a UPF rating of 40+, while K2 released the "Weatherless Super Sun Jacket," which blocks over 98% of UV rays. Even fast-fashion brands like Uniqlo are expanding their "UV Protection" ranges, offering versatile items from cardigans to pants suitable for both exercise and daily wear.

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It's not easy to keep reapplying sunscreen when exercising outdoors. I need sun protection for a long time, so I buy these products even though they are expensive.

The market for wearable sun protection is also expanding rapidly. Sun patches, once primarily used by middle-aged golfers and hikers, are now gaining popularity among younger demographics. Recent innovations include thin, transparent patches that are less noticeable and adhere better, reducing the "unnatural feeling" that previously deterred some consumers. "They don't look like I'm wearing a sun patch because they're transparent, and they don't fall off easily," commented Park, a 33-year-old office worker who purchased them after seeing an Instagram ad.

Retailers are capitalizing on this trend. Daizo held a special UV protection event in April, offering items like sun patches, UV masks, and arm sleeves. The company reported a nearly 100% increase in sales for sun care products, a 90% rise in hat sales, and a 50% increase in fashion accessories during the first 28 days of May, indicating a strong consumer appetite for these specialized sun protection items.

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They don't look like I'm wearing a sun patch because they're transparent, and they don't fall off easily.