South Korean MZ Generation Embraces 'Sal-Anta-Tem' for Sun Protection and Style

The intense summer heat and strong UV rays in South Korea have sparked a new fashion trend among the MZ generation: 'sal-anta-tem,' or 'items that don't tan.' This trend prioritizes protecting the skin from the sun while maintaining style, marking a departure from previous summer fashion that emphasized revealing more skin.

Data from major fashion platforms illustrates this shift. Zigzag, a style commerce platform, reported a 25% year-over-year increase in related product sales over the past month. Particularly, thin summer cardigans saw a dramatic 176% rise, followed by sheer knits (83%), summer windbreakers (74%), and oversized shirts (74%). Similarly, 29CM, operated by Musinsa, experienced a surge in sales for items like linen knits (up 334%), sheer cardigans (326%), and linen cardigans (219%) in mid-May. Even essential summer accessories like UV-blocking umbrellas saw a 302% increase in sales.

Industry experts attribute this trend to a combination of practicality and self-care consciousness. Consumers are increasingly focused on minimizing sun damage to their skin and are also considering the impact of strong air conditioning indoors. Advances in lightweight, breathable fabric technology have made long-sleeved clothing and cardigans comfortable to wear even in hot weather. The growing availability of products that offer both UV protection and style is fueling the expansion of this market.

Retailers are responding to the growing demand with dedicated promotions. 29CM is running a 'Summer Signal' event, and W컨셉 is hosting a summer accessories promotion. Zigzag has also prominently featured 'sal-anta-tem' in its summer campaigns, anticipating continued popularity. A representative from Kakao Style expressed confidence that 'sal-anta-tem' is not just a fleeting trend but a long-term category, driven by the practical preferences of young women.

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'Sal-anta-tem' is not a temporary trend but will become a long-running category. As these are items that reflect the practicality of women in their 10s and 20s, their popularity is expected to continue.