From K-POP Stars to Gen Z: Polo Ralph Lauren’s Rise in Korea

Polo Ralph Lauren is having a major fashion moment in South Korea, and Gen Z is helping keep the American classic in style. The brand's popularity shows no signs of slowing down, with credit card spending at Ralph Lauren Korea rising 19% year over year in September, according to data from alternative data platform Hankyung Aicel.

The comeback didn't happen overnight. Founded in 1967, Polo Ralph Lauren struggled in the 2010s as fast-fashion brands such as H&M and Zara gained popularity. Heavy discounting and an outdated image also hurt its appeal. The brand responded by streamlining its product lineup, focusing on its signature heritage styles and positioning itself as a premium label known for timeless designs and quality materials.

That strategy proved well-timed as the "old money" aesthetic took off, bringing classic polo shirts, knitwear and preppy styling back into the spotlight. Rather than chasing every new trend, Polo Ralph Lauren leaned into the identity that made it recognizable in the first place, while presenting it in ways that appeal to younger shoppers.

Its momentum is especially visible in South Korea. Ralph Lauren Korea reported annual sales of approximately 612.3 billion won last year, up around 15% from the previous year and more than double its 2020 sales.

K-POP stars and Korean celebrities have also helped strengthen Polo Ralph Lauren’s appeal among younger consumers. Former NCT member Mark and aespa’s Winter have been associated with the brand as Korean ambassadors, while ENHYPEN’s Jay and Krystal Jung have further connected Ralph Lauren with South Korea’s entertainment scene through their appearances at the brand’s Very Ralph screening event in Seoul in September 2026.

Their polished, classic styling reflects the brand’s preppy aesthetic and highlights the growing relationship between fashion and Korean pop culture.

From the old-money aesthetic to limited-edition drops, Polo Ralph Lauren's resurgence shows how a heritage brand can win over a younger generation without abandoning its roots. In a fashion landscape driven by constantly changing trends, sometimes the ultimate statement is keeping things classic.