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South Korean teens turn to cheaper puffers, KBS reports

Spao's lightweight jackets offer a lower-cost fashion choice, though viewers question whether they can replace long coats in deep winter.

Channel: KBS News ·

South KoreaStory of November 1, 2026Trari Newsroom

Why this story? One of KBS News's most watched videos since yesterday, with 1,691,236 views.

KBS News: The news division of KBS, South Korea's public broadcaster. 3.7M subscribers and 12B views.

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A birthday request for a Spao jacket captures the change: instead of an expensive outdoor-brand coat, a South Korean middle-school student wanted a cheaper high-street puffer.

South Korea's Korean Broadcasting System (KBS News) features the parent's social-media account in a short report about teenagers choosing lower-priced winter clothing. It contrasts that choice with archive footage from 2017, when costly padded coats were so widespread among students that they were described as a second school uniform.

The report says jackets costing less than 100,000 won are gaining popularity. Some Spao lightweight styles have sold out, it reports, while sales of children's padded jackets over the three months beginning in August rose more than fourfold from a year earlier. That sales figure concerns children's jackets, rather than teenage shoppers alone.

KBS attributes the shift to an industry explanation: comfortable clothes, including school sportswear, have become everyday wear, while persistently high prices encourage shoppers to seek both fashion and value. The segment uses an AI-generated narration voice and includes promotional images from Spao's official Instagram account.

Viewers raise a practical distinction: lightweight puffers and long winter coats do not necessarily serve the same season. Several question whether the cheaper jackets will still be the preferred option when colder weather arrives; others ask whether Spao will maintain its prices as its popularity grows.

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