A contestant on a dating show faced backlash after being photographed with a counterfeit handbag. In response, they admitted the item was a counterfeit commonly available at “Dongdaemun market” and stated, “Luxury is about mix-and-match.” Their comment presented the combination of authentic and imitation items as a valid fashion trend referred to as “mix-and-match.” Another rising phenomenon, known as “showing off knockoffs,” involves people proudly flaunting counterfeit products purchased at extremely low prices. Many boast about getting items for “less than a tenth of the original price,” claiming “you can’t tell the difference,” and earning praise from social media users who admire this “smart shopping.” In this context, the practical use of counterfeits is often viewed as pragmatic, while insisting on department store-bought authentic items can seem ostentatious.
The term “fake,” once widely used, has largely been replaced by softer alternatives like “replica,” which often describes “mirror-grade” imitations that closely resemble the original. Unlike in the past, when counterfeit purchases were kept private due to fear of judgment, posts on parent-focused online communities now openly share lists of stores offering counterfeit luxury goods that are “indistinguishable from the real thing.” These lists are often disguised as travel tips and treated like souvenirs.
As the so-called “mix-and-match” trend gains traction, Vietnamese markets such as Saigon Square in Ho Chi Minh City and the Galleria Mall in Da Nang have become popular shopping destinations for South Koreans seeking counterfeit items. On a recent visit to Saigon Square, shoppers crowded the aisles, closely inspecting logos and stitching to ensure the counterfeits were indistinguishable from genuine products. Women were drawn to handbags and shoes, while men focused on high-end golf and outdoor apparel.
The counterfeit market has evolved into a sophisticated operation. In some shops, imitation handbags of luxury brands typically found in department stores are priced between 300,000 and 500,000 won ($230–$380). While staff may not handle the items with white gloves, these counterfeits are packaged in dust bags and boxes identical to those of authentic brands. The selection includes bracelets, shoes, and other items replicating luxury designs. For cautious buyers, vendors discreetly hand out business cards with KakaoTalk IDs for follow-up communication. Some even offer to ship orders from markets to South Korea. South Koreans are also flocking to counterfeit markets in Shanghai and Guangzhou, China.
Counterfeit products are also readily accessible without leaving the country. A South Korean retailer markets its imitations online with descriptions like “meticulously crafted to match original designs.” For instance, one vendor offers a Tiffany & Co. necklace, originally priced in the low 400,000-won range, for just 118,000 won ($90). A review posted on Jan. 6 reads, “It’s perfect as a gift. My girlfriend loved it.”
Seoul Express Bus Terminal’s underground shopping malls in Gangnam district are another hub for counterfeit goods, where signs featuring handwritten luxury brand names like Chanel and Burberry are common. These imitations are often labeled as “[brand name] style,” a phrase widely recognized as referring to counterfeits. Similarly, online stores and social media platforms frequently use abbreviations such as “st.” (e.g., Chanel st.) to indicate products inspired by specific luxury brands.
Employees at pre-owned luxury goods stores explain that spotting counterfeits often requires identifying subtle inconsistencies. “If a new design incorporates elements from older models, features overly sharp engravings, or has an unusually glossy surface, it may be a fake,” one staff member noted. Interestingly, some high-grade counterfeits are said to surpass the originals in stitching quality and overall craftsmanship.
Song Ji-yeon, a consumer goods partner at Boston Consulting Group, highlighted a shift in consumer behavior. “In the past, counterfeits were mostly purchased by those with limited budgets. Now, middle-class and affluent consumers are buying counterfeits for everyday use while reserving their authentic luxury goods for special occasions,” she said. “The growing popularity of practical counterfeit consumption is also fueled by concerns that even paying full price might result in unknowingly purchasing a fake, especially as controversies surrounding counterfeit products sold on e-commerce platforms continue to increase.
