BLACKPINK’s Jisoo, Alo, and the Athleisure Trend Taking Over South Korea

From airport outfits to off-duty looks, casual fashion has become a major part of how K-POP idols express their personal style. Now, two American activewear brands, Vuori and Alo, are gaining momentum in South Korea as the athleisure trend continues to grow.

According to alternative data platform Aicel, credit card spending at Vuori rose approximately 52% year over year in the third week of September, reaching around 179 million won. The figure marked the highest weekly spending recorded since the platform began tracking the brand in July 2024. Spending also surged 127% in the first week of September and 60% in the second.

Distributed exclusively in South Korea by Shinsegae International since August 2023, Vuori offers premium activewear, including T-shirts, leggings, and pants priced between 100,000 and 200,000 won. The brand has positioned itself as a competitor to Lululemon, a familiar name in the premium activewear market.

Alo is seeing similar growth. The American yoga and lifestyle label recorded year-over-year increases in credit card spending of 99% and 102% during the first and second weeks of September, respectively. Alo entered the Korean market in October 2024, with Seoul serving as their launching point in Asia.

The brand also has a high-profile connection to K-POP. BLACKPINK’s Jisoo became the face of Alo Yoga in January 2024, fronting the brand’s Spring collection. Her partnership reflects the growing overlap between celebrity style, wellness, and everyday fashion, as activewear becomes more than just workout clothing.

For K-POP fans, the appeal of athleisure goes beyond comfort. Idols’ off-duty outfits often inspire everyday styling, from relaxed airport looks to coordinated sets and sporty accessories. With Jisoo representing Alo, the brand has a natural connection to the K-POP audience, while Vuori’s rising sales point to the broader growth of premium casualwear in South Korea.

As international labels compete for attention in South Korea, athleisure continues to blur the line between workout wear and everyday fashion, bringing comfort and personal style together.