The Korea Trade-Investment Promotion Agency (KOTRA) published the "2026 K-Fashion China Market Entry Guide" on Friday to help K-fashion, which has rapidly emerged as the next contender in China's consumer goods market following K-beauty and K-food, expand locally. As Korean brands make visible gains in the $420 billion (about 580 trillion won) Chinese fashion market, centered on womenswear, athleisure, and streetwear, the guide presents information and advice from eight experts on practical preparations such as trademark management and local certification.
According to the guide, Korea's textile exports to China reached $1.37 billion last year, surpassing exports to the United States ($1.27 billion) for the first time. In China's womenswear import market, Korea's exports amounted to approximately $82 million, ranking 10th, while China's imports of Korean-made leggings grew 83% from the previous year, entering the top tier in the athleisure segment. In the streetwear segment, Korean brand Covernat ranked No. 1 among the "Top 10 Emerging Import Brands of 2025" selected by Tmall Global.
Changes in China's consumer environment are also favorable to K-fashion. Among China's Generation Z, a "value consumption" tendency to prefer brands that express individuality over large luxury logos has become pronounced, and K-fashion, characterized by rapid trend changes, is capturing these consumers, according to the analysis. The pace of consumption is also accelerating, to the point that China's fashion industry says "manmandi (slowly) is a thing of the past." Meituan and Alibaba's Taobao Shangou have launched same-day delivery services for fashion and accessories, utilizing existing delivery infrastructure.
However, preparing for intellectual property (IP) risks and local certification standards was cited as an essential task in the entry process. A local legal expert said, "To prevent damage from unauthorized filings by trademark brokers, companies must first register Class 25 (clothing, etc.) and Class 35 (advertising and promotion, etc.) trademarks in the early stages of entry," adding, "The approach of 'registering once it sells' is risky." Advance preparation for China's mandatory national standards (GB testing) is also necessary. An official at a local testing and certification agency explained, "GB is similar to Korea's KC certification, but it includes not only hazard testing but also various durability tests, and non-compliance can lead to customs rejection, denial of platform entry, and administrative sanctions."
Hwang Jae-won, head of KOTRA's China regional headquarters, said, "As the MZ generation grows, K-fashion, which allows for quick expression of individuality, is drawing attention." He added, "We will actively support fashion so it can become a new driving force for exports to China following K-beauty and food, in connection with overseas marketing services."
