Seoul bag trends: S+YLE SEOUL, jelly bags and slouchy shapes
Contents
S+YLE SEOUL is running 29-30 October 2026 at SFactory in Seongsu-dong, showcasing Korean bag brands from minimalist leather to playful accessories with editorial edge. What Seoul street style is actually carrying: slouchy bags in soft materials (up 201% in transaction value on Korean fashion platform 29CM), jelly bags in bright colours with Sanrio and plush charms, and Korean designer bags going viral on TikTok. Here is what the moment looks like, which brands are leading, and the jelly bags Seoul is wearing.
By Roxy Wu, founder of jelli.world. Trend reading from the sources linked below; the styling advice is ours, and product details come from our catalogue.
The Seoul jelly bag edit
S+YLE SEOUL in Seongsu this week
S+YLE SEOUL is a showroom-style fashion sourcing exhibition running 29-30 October 2026 at SFactory in Seongsu-dong, Seoul, bringing together Korean bag brands and international suppliers for Asia's design-led fashion industry (S+YLE SEOUL). Featured Korean brands include TEMP'S (minimalist bags bringing material character to the foreground, across Italian oil leather, recycled leather, recycled nylon, suede, and canvas), HYYET (hand-stitched leather bags with sculptural silhouettes and 2-way or 3-way designs), SHAND and MARDE (modern bags with functional details and removable inner pouches), TIE A KNOT (relaxed, unconventional shapes through knotted straps and metallic finishes), and TAB N SHIFT (lightweight DuPont Tyvek and PEL Poly bags for commuting and travel).
The location adds context: Seongsu-dong has been Korea's largest handmade-footwear district for decades, with design, development, manufacturing, and material businesses continuing alongside the cafés, creative spaces, flagships, and pop-ups that have transformed the neighbourhood. S+YLE SEOUL brings the material sourcing and design-led fashion worlds together in the same place they have always coexisted.
Seoul street style: slouchy bags and jelly bags with charms
Infoseek News reported in October 2026 that Seoul's autumn bag market is centring on slouchy bags — soft materials that naturally drape, with suede, bucket shapes, and east-west silhouettes leading. Korean fashion platform 29CM saw slouchy bag transaction value up 201% from 1 August to 12 October 2026 compared with the same period in 2025, with hobo bags up 216% and bucket bags up 213%. The visible trend is wine, dark brown, olive, pink, and blue bags with charms and bag charms adding personality.
Vogue España's 15 August 2026 report from Seoul noted jelly bags in bright colours — blue, pink, green — decorated with Sanrio characters or Monchhichi plush charms throughout the city, especially in Hongdae, Seongsu-dong, and Myeongdong (Vogue España). The report described Seoul style as combining cosy urban elegance with minimalism, but many allow colourful accessories — shoes and bags — to become the epicentre of the look. Jelly bags have become Seoul's latest obsession, and the trend has spread to Copenhagen Fashion Week street style as well.
Korean designer bags going viral
Korea JoongAng Daily reported on 14 October 2026 that foreign visitors to Seoul are adding Korean bag brands to shopping lists once dominated by skincare and luxury labels: "A handbag from a Korean brand that sells for a fraction of a luxury-labelled one and, unlike a jacket or a pair of jeans, fits whoever buys it" (Korea JoongAng Daily). Brands including Matin Kim, Marhen.J, Samo Ondoh, and Archivepke are drawing customers with trendy designs, Instagrammable stores in Seongsu, quality control, and relatively affordable prices. A Singapore visitor quoted in the piece said: "I saw it on TikTok and it costs about half of what I would pay for a designer bag at home."
These brands run flagship stores within walking distance of one another in Seongsu, many with tax refund booths and signs in English. Scenes of foreign shoppers moving between stores have become typical Friday afternoons in the neighbourhood. The appeal is direct: Korean bag design at accessible price points, no sizing issues, and TikTok virality driving awareness before visitors even arrive.
The Seoul jelly bag styling
Vogue España described the Seoul jelly bag look: bright, functional, and playful, often carried with monochrome or minimalist outfits so the bag becomes the colour story. The most-seen styling is a translucent or solid-colour jelly bag in pink, blue, or purple with one or two plush charms — a Sanrio character, a Monchhichi, or a soft animal pendant — wrapped around the handle. The jelly bag is the practical piece, water-resistant and wipe-clean for Seoul's humid summers and unpredictable autumn weather, and the charm gives it personality.
For that look: a translucent pink 35cm tote in TPU (£70) or a translucent pink East West (£55), with one Animal Bag Charm (£20, or £6 added to a bag order) wrapped around the handle. The translucent finish is the playful bit, the charm is the character, and the rest of the outfit stays simple so the bag leads. Or go for a purple TPU East West — Seoul's other trending bag colour — with the same charm styling. That is the Seoul move: one bright thing, one soft charm, everything else quiet.
Common questions
What is S+YLE SEOUL?
S+YLE SEOUL is a showroom-style fashion sourcing exhibition running 29-30 October 2026 at SFactory in Seongsu-dong, Seoul. It features Korean bag brands including TEMP'S, HYYET, SHAND, MARDE, TIE A KNOT, and TAB N SHIFT, alongside international suppliers.
What bag trends are big in Seoul right now?
Slouchy bags in soft materials — suede, bucket shapes, and east-west silhouettes — are up 201% in transaction value on Korean fashion platform 29CM from August to October 2026, according to Infoseek News. Jelly bags with colourful charms remain a Seoul street staple.
Why are jelly bags popular in Seoul?
Vogue España reported in August 2026 that jelly bags in bright colours — blue, pink, green — decorated with Sanrio or Monchhichi charms are seen throughout Seoul, especially in Hongdae, Seongsu-dong, and Myeongdong. They combine the cosy urban elegance Seoul is known for with playful colour through accessories.
What Korean bag brands are tourists buying?
Korea JoongAng Daily reported on 14 October 2026 that foreign visitors are flocking to Seongsu brands including Matin Kim, Marhen.J, Samo Ondoh, and Archivepke, drawn by accessible prices, recognizable designs, and TikTok virality. One Singapore visitor said a bag costs about half what a designer bag would at home.
Can I buy jelli.world jelly bags in Seoul?
jelli.world ships worldwide from the UK, including to South Korea. Orders of £120 or more ship free; below that, shipping to Asia (including South Korea) is £30 tracked per order. Transit is typically 5-10 business days, and one bag normally stays under the US$150 de minimis so there is no import tax.
Sources
Last reviewed: 27 October 2026