As record-breaking heat grips the country, consumers are turning to functional summer apparel and cooling textiles to stay comfortable.
With the Korea Meteorological Administration reporting the hottest June on record and an early end to the rainy season, demand for clothing designed to combat extreme temperatures is spiking across major retailers.
At Lotte Department Store in Busan, sales of cool-feeling functional clothing, including T-shirts, underwear, and accessories like socks and hats, rose by more than 20% from June 1 to July 8 compared to the same period last year.
Shinsegae Centum City also reported a 50% increase in sales of cool bedding, with high interest in items like cool pads and comforters.
Retailers say the prolonged heat wave has pushed consumers to prioritize breathable, temperature-regulating fabrics, with some product lines selling out faster than expected.
