2025 guide to East Asian Gen Z fashion

The first six months of 2025 have seen East Asian-inspired fashion’s influence dominate the industry, whether Adidas’ Taekwondo Mei sneakers, Labubu plushies being the most sought-after accessory, or the Blackpink-powered “balletcore” trend. Despite rising homogeneity across cultures due to social media, each market is home to unique and diverse trends. Here’s Jing Daily’s guide to East Asian Gen Z fashion trends in 2025, so far: Japan 1. Local brands Rather than chasing global names, many Japanese consumers support local, and quite frequently now South Korean, brands rooted in craftsmanship — slower consumerism is rooted in the culture, with there also being a national term for avoiding waste, “mottainai.” Young shoppers continue to turn to homegrown fashion labels. Brands like handcrafted Still By Hand and streetwear player United Arrows offer minimalist, high-quality pieces that appeal to “quiet luxury” consumers. For young women, trend-driven labels such as Moussy and Sly are also popular for everyday pieces, combining edgy styling with accessible pricing. 2. Casual sportswear Among fashion-oriented youth in Japan, casual sportswear is widely seen as a daily uniform, fueled by a cycling culture boom among Gen Z. Leading the “sportstyle” trend is domestic powerhouse Asics. Sneakers like the Gel-Kayano and Gel-Nimbus have become staples for everyday outfits that channel urban flair. This trend reflects a broader move toward laid-back, versatile styles that is supported by the market’s streetwear heritage, from Sacai to Maharishi. 3. Cartooinsh kawaii “Kawaii” culture is experiencing a fresh resurgence in Japan, led by newer brands. Founded in 2019 by Mikio Sakabe, Grounds is a kawaii-style name that’s thriving in Tokyo. Chunky, bubble-like shoes are a frequent street-style statement. Y2K fashion still lingers with its metallics and mini skirts, but its grip is loosening as the focus shifts toward 1990s’ influences: minimalism, low-rise silhouettes, baby tees, skinny jeans and a softer, more muted kind of cute. South Korea 1. Gender fluidity There is a rising seam of androgyny and gender fluidity among South Korean Gen Z, blurring the old lines between masculine and feminine. Soft tailoring, sheer fabrics, and subtle silhouettes are everywhere, and young men confidently wear makeup, nail polish, and accessories once considered off-limits. Majorly influenced by K-pop icons, gender fluidity is growing among self-expressive youth culture, particularly in Seoul. 2. Acubi fashion Originating in South Korea but gaining traction worldwide, “acubi” style blends softness with structure, layering bolero tops and cardigans over loose denim and sneakers. Minimalist in spirit, it leans on neutrals but isn’t afraid of subtle bursts of pastel blues, dusty pinks, and soft grays. Accessories pull it all together: claw clips, chunky sunglasses, and neutral headphones in tan or black with an element of nostalgia. It’s an extension of the South Korean-championed “balletcore” trend. 3. Futuristic goth/punk A wave of futuristic gothic and punk fashion is emerging, notably from Japan and Korea, led by local labels reimagining edge with precision. Matin Kim delivers sleek silhouettes with a dark twist, while Loeuvre and Attiisu push contrasts like structured tailoring against sheer layers, leather with metallics. Silver jewelry, tech-inspired bags, and statement boots anchor the look. More than a punk revival, this is a neo-fashion trend with a plethora of inspiration on the streets of Seoul. China 1. Lulicore “Lulicore” channels a dreamy, coastal femininity — flowy dresses, ruffled blouses, and pastel knits styled with ease. It’s light, romantic, and just a little whimsical, often paired with bows, pearl earrings, and delicate flats. Popular across East Asia, especially on Xiaohongshu (also known as RedNote) and Instagram, the look draws from seaside nostalgia via a soft-focus lens. Rather than polished perfection, “lulicore” favors a lived-in charm — like a vintage dress caught in the breeze or sun-faded linen worn with confidence. 2. Retro urban Retro urban style is gaining momentum in China, with Xiaohongshu users driving the trend. Slouchy tops, low-rise trousers, and 2000s cuts meet nods to Europe. Think French chic or Italian nonchalance, reinterpreted with Chinese accessorizing. It’s casual but considered, mixing soft tailoring with vintage sneakers, baguette bags, and oval sunglasses. 3. Polka dots Polka dots are back in full swing on Xiaohongshu, embraced as a playful nod to kawaii, and stemming from the rise of cuteness in fashion (this is already the year of Labubu, after all). Seen on everything from pantyhose to slip skirts, the pattern is adding a playfulness to wardrobes and is an evolution of the Miu Miu-powered overt femininity seen in global fashion circles. Influencers on Xiaohongshu pair the pattern with Mary Janes, ribbons, and soft makeup for a sweet-but-styled look.

2025 guide to East Asian Gen Z fashion

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Published June 27, 2025

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2025 guide to East Asian Gen Z fashion