'Made in China' is becoming the mantra for consumers in 20s, 30s
Published: 31 May. 2026, 07:00
![A smartwatch manufactured by Chinese brand Amazefit, worn by university student Ha Min-hyeok [OH SAM-GWON]](https://koreajoongangdaily.joins.com/data/photo/2026/05/31/1db15516-6130-4577-9784-b9c46a9a3aa2.jpg)
A smartwatch manufactured by Chinese brand Amazefit, worn by university student Ha Min-hyeok [OH SAM-GWON]
Chinese brands are gaining popularity among consumers in their 20s and 30s. As the younger generation tilts toward practicality and price over national sentiment and diplomacy, consumers increasingly opt toward premium products ranging from advanced electronics to high-end restaurant franchises.
“It’s become hugely popular in running clubs these days,” said Ha Min-hyeok, a university student who the JoongAng Ilbo interviewed in Gwangjin District, eastern Seoul, on May 22. Ha flaunted a smartwatch made by the Chinese brand Amazfit.
“The GPS and heart rate monitoring are accurate and it syncs well with smartphones," Ha said. "It’s also cheaper, so there’s no reason not to use it.”
Ha also bought a Lenovo tablet PC through a direct overseas purchase from China for around 100,000 won ($66) instead of buying a domestic brand product that cost around 400,000 won.
In fact, Chinese electronics products have already become common on university campuses.
“What matters more than the country of origin is how good the performance is,” said Choi Ha-min, a student at a private university in Seoul. Choi furnished a studio apartment with Chinese-made appliances including a dehumidifier, beam projector, keyboard and mouse.
![An air purifier manufactured by Chinese brand Xiaomi [JOONGANG ILBO]](https://koreajoongangdaily.joins.com/data/photo/2026/05/31/0a7ac912-3a42-4862-ad0f-00d4e4fc7481.jpg)
An air purifier manufactured by Chinese brand Xiaomi [JOONGANG ILBO]
![A beam projector manufactured by a Chinese brand [JOONGANG ILBO]](https://koreajoongangdaily.joins.com/data/photo/2026/05/31/3f662b40-2fcd-48fe-a325-a0e594667daa.jpg)
A beam projector manufactured by a Chinese brand [JOONGANG ILBO]
“If I had bought domestic brand products, it would have cost more than 2 million won, but by choosing Chinese products with both good performance and affordable prices, I spent only around 800,000 won," said Choi.
Some consumers say perceptions of Chinese brands have shifted, particularly in advanced electronics.
“People are beginning to recognize that Chinese electronics are not only affordable but also high-performing, and their status is changing,” said Choi Kang, an employee at a retail industry startup. "I was surprised after seeing Chinese companies dominate an entire exhibition hall at CES 2025, which is a global information technology and electronics trade show, during a business trip last year."
Lee Yoon-su, an office worker who uses a Xiaomi electric fan, also echoed the sentiment: “The old prejudice that Chinese products are just cheap disposable goods has largely disappeared. More people now see it as smart consumption to focus on design and performance."
Psychological barriers toward Chinese brands appear even lower in the food, beverage and culture sectors.
![Hayone's flagship store in Korea located in Seongsu-dong, eastern Seoul [OH SAM-GWON]](https://koreajoongangdaily.joins.com/data/photo/2026/05/31/47bfbebe-9c0e-4694-9e94-896c08b09fae.jpg)
Hayone's flagship store in Korea located in Seongsu-dong, eastern Seoul [OH SAM-GWON]
On the same day of May 22, the 260-square-meter (2,800-square-foot) flagship store in Korea operated by Chinese figurine brand Heyone in Seongsu-dong, eastern Seoul, was visibly crowded with visitors in their 20s and 30s.
A man surnamed Kim, who had purchased a random figure box, summed up the generational shift in one sentence: “As long as the design is attractive and the quality is good, the nationality of the brand doesn’t matter.”
“In culture and hobbies, the most important thing is whether it matches my taste,” Kim added.
Some even look beyond the price tag.
Lee Ju-yeon, a university student who had just eaten lunch at the Chinese hotpot franchise Haidilao, said, “It costs more than 100,000 won for two people, so it’s pretty expensive, but you can’t experience the same taste elsewhere, so I regularly visit the restaurants.”
Chinese brands are also making gains in the automobile market, where products can cost tens of millions of won.
![Visitors look at a BYD Dolphin Mini at the launch event of Chinese electric vehicle maker BYD in Buenos Aires, Argentina, Oct. 8. [REUTERS/YONHAP]](https://koreajoongangdaily.joins.com/data/photo/2026/05/31/017bd804-a060-4490-bb18-3e7a2c9ec2a8.jpg)
Visitors look at a BYD Dolphin Mini at the launch event of Chinese electric vehicle maker BYD in Buenos Aires, Argentina, Oct. 8. [REUTERS/YONHAP]
BYD, the world’s largest electric vehicle maker, which entered Korea’s passenger car market last year, has been increasing sales this year through aggressive marketing. According to the Korea Automobile Importers and Distributors Association (Kaida), BYD’s cumulative sales in Korea through last month reached 5,991 vehicles, up 983.4 percent from 553 vehicles during the same period last year.
Experts say the practical consumption patterns of people in their 20s and 30s are fueling demand for Chinese brands.
“Consumers in their 20s and 30s show a highly practical tendency to separate political and diplomatic sentiment from personal consumption,” Lee Young-ae, a professor of consumer studies at Incheon National University, said. “They evaluate products entirely from the perspective of personal utility, such as whether a service offers a new experience or how good a product’s performance is."
“It is a process in which simplistic negative perceptions and prejudices toward China from the past are gradually changing through practical consumption and cultural exchange,” Seol Dong-hoon, a sociology professor at Jeonbuk National University, said.
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY OH SAM-GWON [[email protected]]
with the Korea JoongAng Daily
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