The "Gongju Bam-tee" (공주밤티), a t-shirt featuring a chestnut character from Gongju (공주), Chungcheongnam-do (충청남도) province, is enjoying unexpected popularity, selling 2,000 units every weekend. Meanwhile, the brown color of COS's "Trolley Bag" (트롤로백) is experiencing a global sell-out.
Unexpected Popularity: The 'Gongju Bam-tee' and the Local T-shirt Trend
The "Gongju Bam-tee," sold at Gongju Sanseong Market (공주 산성시장) in Chungcheongnam-do (충청남도) province, is a t-shirt featuring a character shaped like a chestnut (bam, 밤), a local specialty. According to a report by Hankook Ilbo (September 30, 2026), there were initial reactions like, "Who would wear a chestnut t-shirt like this?" However, thanks to its witty name and design, which evoke the "ugly" meme (a popular online trend), it quickly gained buzz. Launched in May, it started gaining fame on social media (SNS) within a month and now sells 2,000 units per day on weekends, establishing itself as a must-have souvenir for visitors to Gongju.
공주밤티 출시 시점 5월
"It's wonderful to see customers enjoy wearing the shirts, and as tourist numbers grow, market merchants are also cheering us on."
— Lee Tae-hee (이태희), CEO of Jaeil Distribution (제일유통), in an interview with Hankook Ilbo
The popularity of these local t-shirts is seen as a new driving force diversifying domestic travel content, which previously focused heavily on food tourism. Notable examples include Daejeon's (대전) "Kkumdori-tee" (꿈돌이티), Gyeongnam Tongyeong's (경남 통영) "Oyster-tee" (굴티), Gyeongbuk Gyeongju's (경북 경주) "Seokguram-tee" (석굴암티), and Gangwon Gangneung's (강원 강릉) "Potato-tee" (감자티). Recently, local t-shirts have gone beyond simply enhancing a region's image, like New York State's 'I♥NY' campaign, by incorporating memes to add a playful touch and differentiate themselves. Professor Lee Hoon (이훈) of Hanyang University's Tourism Department emphasized the importance of "fun" in tourism, stating, "People don't buy local t-shirts because they need the clothing; they buy them because they are inherently fun."
공주밤티 출시 시점 5월
The Globally Sold-Out 'COS Trolley Bag'
Despite the black color of fashion brand COS's "Trolley Bag" (트롤로백) not yet officially launching in Korea, it's garnering immense attention, being dubbed a "global sell-out crisis" on the online community theqoo (September 30, 2026). Notably, actor Cha Hak-yeon (차학연) made headlines by wearing the brown "Trolley Bag" at a COS event held on September 29. Currently, the brown color is sold out on the official COS website, and the mini version is also enjoying high popularity.
https://theqoo.net/square/4361325723Both the "Gongju Bam-tee" and the "COS Trolley Bag" are sparking consumer desire from unexpected angles, creating new trends. The success of the "Gongju Bam-tee" is largely attributed to its storytelling, which playfully incorporates local characteristics into a meme, and its widespread dissemination through social media. The "COS Trolley Bag," on the other hand, is experiencing explosive popularity due to a combination of celebrity endorsement and the scarcity created by its global sell-out status.
