Why Do Koreans Wear Clothes While Swimming? The Cultural Psychology Behind Rash Guards

In contrast to beachgoers abroad who typically wear bikinis or one-piece swimsuits, many Koreans opt for rash guards—a long-sleeved, body-covering swimwear. The preference is so widespread that among tourists, rash guards have become a cultural identifier for Koreans.

According to Zigzag, a shopping platform by KakaoStyle, rash guard searches jumped 40% and sales rose 35% year-on-year between June 27 and July 10. This far outpaced the 5% increase in bikini sales over the same period.

On Naver Shopping, rash guard-related products dominated the top 10 beachwear searches, reaffirming their status as a “national summer item”.

Why Rash Guards? A Mix of Functionality and Cultural Values

Koreans tend to value pale skin as a beauty standard, and rash guards offer effective UV protection. At the same time, cultural modesty norms discourage excessive exposure, making rash guards a socially safe choice.

Designed with comfort and mobility in mind, rash guards allow for active water sports like swimming, snorkeling and surfing. They also minimize body exposure and suit all body types, increasing their appeal across all ages.

A Reflection of Social Awareness

Experts say Korea’s collectivist culture, where social perception matters deeply, also plays a role. Rash guards are seen as appropriate in family or group settings, lowering anxiety over judgment.

“We’ve moved from emphasizing body shape to prioritizing comfort and practicality,” said one retail industry expert. “Rash guards reflect a shift from ‘displaying the body’ to feeling comfortable in your own body.”

Driven by MZ Generation Values

The rise in rash guard popularity is not just a trend—it’s a lifestyle shift led by the MZ generation (Millennials + Gen Z). These younger consumers prioritize functionality, comfort and self-acceptance over appearance.

Retailers like 29CM report a 90% year-over-year increase in rash guard sales, driven by casual swimming at hotels, water parks and indoor pools. Designer brands are also expanding the style range with stylish cover-ups like t-shirts and zip-ups.

More Than a Trend

Ultimately, rash guards offer more than sun protection—they serve as a symbol of healthy self-expression in modern Korean society. By reducing pressure around body image and shielding wearers from judgmental eyes, they have become a staple of summer fashion and confidence.