"Mom, You Didn't Throw Away My Old Clothes, Right?"... 20-Something and 30-Something Women Rediscover 20-Year-Old Fashion Styles

The Style From a 20-Year-Old Drama Makes a Comeback
Sharp Rise in Transactions for Capri Pants, Scarves, and Trench Coats

Recently, among women in their 20s and 30s, the so-called 'Han Yoojoo Core,' which recreates the style of Han Yoojoo from the 2007 drama "Coffee Prince 1st Shop," has emerged as a new aesthetic trend. The neologism combines the name of Han Yoojoo, played by actress Chae Jung-an, with 'core,' meaning a particular mood or style—characterized by natural and mature vibes using basic items such as shirts, knits, and midi skirts.

Thin knit and shirt worn by Han Yoojoo in the drama. Screenshot from an online community

The Leading Lady of a Drama from 20 Years Ago Is Trending Again... The 'Mature Woman' Craze

According to Google Trends on the 2nd, searches for 'mature woman' surged by more than 5,000% compared to both the previous three months and the same period last year. A representative figure is Han Yoojoo, played by Chae Jung-an in the 2007 drama "Coffee Prince 1st Shop." The style that Han Yoojoo favored at the time—using basic items like shirts, knits, jackets, and skirts—has recently been regaining popularity on social media under the name 'Han Yoojoo Core.'

TV drama "Coffee Prince 1st Shop" aired in 2007, featuring the character Han Yooju (Chae Jung-an). MBC broadcast video capture

This kind of styling, due to its uniquely sentimental and innocent feel, is also referred to as 'Ex-girlfriend Core' or 'First Love Core.' Rather than the playful and flashy Y2K styles that trended for a while, understated and sophisticated outfits that appear effortlessly put together are now in the spotlight.

Yoo Heejin, portrayed by Jung Ryeo-won in the 2005 drama "My Name Is Kim Samsoon," is also being revisited as part of a similar trend. Her calm style, with blouses, cardigans, and subtle hues, is now—almost 20 years later—considered timeless. Past TV appearances of Yoo In-na in shows like MBC's "High Kick Through the Roof" and SBS's "Heroes" are also spreading via hashtags like 'Textbook Mature Woman' and 'Mature Woman Yoo In-na.'

Naturalness over Flashiness, Quality Fabrics Also Matter

The common thread among these styles is that they are not overly dressed up. Instead of large logos or ornate embellishments, the key is to use basic designs, calm colors, and clothing such as midi skirts that naturally flatter the silhouette to create a neat yet sophisticated mood.

Short videos searched with 'Hanyuju Core'. Instagram capture

On the JTBC entertainment program "Please Take Care of My Refrigerator Since 2014," aired on October 4, actress Chae Jung-an, when asked by the host for tips on Han Yoojoo Core, said, "It is good to accentuate the look with accessories that have gold elements. It's also characteristic to bring out the mood that comes from quality materials, like silk or cashmere."

Makeup trends are moving in a similar direction. Rather than covering the skin completely, natural texture and glow are emphasized, and bold colors are avoided. Across fashion and beauty, so-called 'effortless maturity' is rising as a common keyword.

Scarf Sales Surge 457%... Fashion Consumption Is Changing Too

The trend that began online is also driving real consumption. According to the fashion platform W Concept, transaction volume for 'mature woman' related items in September increased by 30% compared to the same month last year. Trench coats, H-line long skirts, midi skirts, V-neck knits, and tote bags were cited as some of the most popular items.

The 'Silk Scarf' gaining popularity on the fashion platform 29CM. Screenshot from the 29CM website.

At Zigzag, during the same period, sales of capri pants increased by 302%, layered tanks by 90%, and scarves by 80%. On 29CM, scarf sales rose by 457% year-on-year, trench coats by 354%, midi skirts by 140%, and leather jackets by 63%.

As fall begins, Han Yoojoo Core trend items are evolving towards styles that are slightly more feminine. Leather and suede jackets, long skirts, and knits are attracting attention, and calm colors like brown and burgundy are growing in popularity. At Zigzag, suede jacket sales in August jumped 683% from the previous month, while trench coats surged over 720%.

The Trend Spreads from Outfit to Speech and Attitude... Emulating the 'Mature Woman'

Video titled "10 Conditions of a Mature Woman." YouTube capture @Eba EVA

On YouTube and social media, videos that replicate the fashion and makeup of the mature woman style have been appearing in succession. The movement now extends beyond the calm and chic outfits of 2000s drama heroines to their relaxed speech, attitude, and distinct personal values, aiming to emulate inner maturity as well.

YouTuber 'Eba' stated in a video titled "10 Conditions of a Mature Woman": "Having one's own standards and preferences, being able to plan and manage time independently, and not being attached to things that cannot be controlled—all combine to create an aura."

Experts have analyzed this trend, saying, "The popularity of Han Yoojoo Core is an example that demonstrates changing consumer preferences—favoring natural sophistication over flashy displays."

This content was produced with the assistance of AI translation services.