If you want to go hiking in South Korea, you’re going to have to spend a substantial amount of money on stand-out designer gear if you want to blend in.
While jeans and a T-shirt will draw attention — mainly in the form of thinly-disguised pity — a $650 North Face jacket with the latest ultra-light, three-ply Gore-Tex technology, will barely merit a second glance.
Hiking is close to a national pastime in South Korea, and millions throng the country’s many mountain parks and trails every weekend.
Their ages, stamina and motivation may vary wildly, but one thing that binds the vast majority together is a near-obsession with having the latest brand-name outdoors clothing and equipment.
Although Seoul’s highest peak, Mount Bukhansan, is a modest 836 meters above sea level, the hordes of hikers who swarm its slopes on a daily basis look dressed for a lengthy assault on the North Face of the Eiger.
“It’s not cheap, but everyone dresses this way and I don’t want to look out of place,” said Chung Da-Hee, a middle-aged housewife decked out in branded gear, right down to a pair of brightly-colored fingerless gloves.
“Anyway, it’s good quality and comfortable,” Chung said.
South Korea experienced an initial surge in the popularity of outdoor activities in the late 1980s as living standards improved and people were inspired by the country’s hosting of the 1988 summer Olympic Games.
According to Jung Juno, who heads the grandly-named World Walking Headquarters based in Seoul, a second boom was triggered by an unlikely source — the 1997 Asian financial crisis.
The crisis hit South Korea extremely hard and resulted in mass lay-offs, especially of middle-aged men who suddenly found themselves at a loose end.
“They had nowhere to go in the daytime,” Jung told AFP. “At that time, the slogan was for South Koreans to ‘remain healthy for comeback,’ so a lot of them went walking in the hills and mountains.”
The national and local governments have encouraged the trend, opening up trails and creating new hiking courses all over a country that boasts spectacular mountain and coastal scenery.
South Koreans take their hobbies and pastimes seriously and the spectacular growth of what is now Asia’s fourth-largest economy means they have the disposable income to spend money on what they enjoy.
As a result, the outdoor apparel market has exploded from $1.1 billion in 2006 to $5.3 billion in 2012.
Seoul is surrounded by mountains, and every major trailhead is approached through a mass of retail outlets selling global brand wear like Merrell, North Face and Berghaus, as well as Korean makes like Black Yak and K2.
Yang Moon-Young of Kolon Industry, a leading South Korean outdoors manufacturer, said the boom was partly attributable to the fact that most companies now allowed staff two full days off a week, rather than one-and a half days as in the past.
The increase in leisure time combined with higher incomes had fueled the market surge over the past five years, Yang said.
She also highlighted how some of the more stylish hiking gear had been adopted as street wear by young, fashion-conscious South Koreans.
“A widening range of age groups, especially younger consumers, are wearing them because of the casual look sportswear brings,” Yang said.
“Outdoor garments have come down from hills and mountains to occupy the streets,” she added.
Kim Mi-Hye, a 53-year-old high school teacher who hikes the different ridges and peaks of Mount Bukhansan on most weekends, admitted she had a substantial wardrobe of hiking gear.
“Some of the lines are nice and stylish, and there’s a great color and design choice,” Kim said.
“I keep telling myself I have enough, but then I see another jacket and I can’t help myself,” she added.
Haute-couture hiking in South Korea
Haute-couture hiking in South Korea
Russian cyclist finds warm welcome on Saudi Arabia’s roads
- Anna Rodnishcheva’s ride through Kingdom is defining chapter in solo expedition
- Rodnishcheva cycled to Aqaba, crossed the border into Saudi Arabia, and has since traveled through Tabuk, AlUla, Madinah, Jeddah, and Taif on her way to Riyadh
MAKKAH: Solo adventurer Anna Rodnishcheva, 27, has undertaken an ambitious journey that spans countries, climates and cultures — on a bicycle.
Born and raised in Moscow and trained as a biologist before becoming an event photographer, she now finds herself pedaling thousands of kilometers across unfamiliar landscapes in pursuit of discovery, connection, and the simple joy of movement.
In her conversation with Arab News, Rodnishcheva offered a detailed account of her ongoing route in Saudi Arabia, describing how the expedition is her third major cycling adventure.
After previously riding from Moscow to Sochi and later from Vladivostok to Sochi — a route that stretches across the entirety of Russia — she felt compelled to explore foreign lands by bicycle.
She set off from Moscow heading south last June, passing through Russia, Georgia, and Turkiye before flying from Antalya to Amman. She cycled to Aqaba, crossed the border into Saudi Arabia, and has since traveled through Tabuk, AlUla, Madinah, Jeddah, and Taif on her way to Riyadh.
Rodnishcheva explained that physical preparation played only a small role in her planning. She began slowly and allowed her body to adapt naturally over the first month.
The true challenge, she said, was in the mental and financial preparation. She spent a year and a half planning the journey, even though she originally intended to postpone it for several more years.
Ultimately, her belief that “life is short” convinced her to start with the resources she already had. Although she sought medical evaluations and additional vaccinations, she was unable to complete them all and decided to continue regardless.
Her journey through Georgia and Turkiye presented unexpected difficulties. Simple tasks such as finding groceries or locating bicycle repair shops became more challenging outside of Russia, where she knew how to navigate on a budget.
She also encountered language barriers, though the situation improved when a local cyclist joined her in Georgia. The intense midsummer heat added another layer of difficulty, but she had prepared herself for such conditions.
One of the most striking moments of her trip occurred as she crossed from Jordan into Saudi Arabia. She described the experience as surreal and emotionally overwhelming, likening it to the adventures of a literary hero traveling across the Arabian Peninsula.
Her anxiety eased unexpectedly when she got a flat tire at the border, bringing her back to the present.
Despite being warned that crossing by bicycle would be prohibited, the process went smoothly, and she was struck by the friendliness of both Jordanian and Saudi officials. She expressed particular surprise at meeting a female Saudi passport officer, an encounter that challenged her previous assumptions about women’s roles in the Kingdom.
Rodnishcheva said the hospitality she had experienced in Saudi Arabia surpassed anything she had encountered on previous journeys. Drivers frequently stop to offer her water, fruit, or sweets, and several families have generously hosted her in their homes or guest flats.
She emphasized that she feels completely safe traveling across the Kingdom, especially on the open roads between cities, noting the strong and visible security presence.
She has also observed significant differences in weather. While the stretch from the border to Jeddah was hot despite being winter, the climate changed dramatically after climbing Al-Hada in Taif, turning cooler and windier — a climate she compared to Russian summers.
Rodnishcheva documents her travels primarily through Russian-language platforms such as VK and Telegram. Although she maintains YouTube and Instagram accounts, she explained that her schedule left little time for frequent updates.
Offering a message to women around the world who dream of embarking on similar adventures, she said such journeys were “not as scary as they seem before you start,” though they may not suit everyone.
Her closing advice? “Listen to your heart.”
