Seongsu-dong's Wall-to-Wall Plush Keyring Shops Are Taking Over Backpacks
Floor-to-ceiling walls of quirky plush keyrings in Seoul where shoppers clip 4 or 5 charms onto a single bag.
What is this trend?
Walk into any prop shop in Seoul’s Seongsu-dong right now and you will see entire walls covered in thousands of 4,000-won ($3) plush keyrings—ranging from burnt potatoes and tiny toast characters to sleepy puppies.
Why the hype?
Instead of buying one expensive luxury bag, Gen-Z shoppers love clipping three or four weird, mismatched plush charms onto an everyday backpack to show off their humor and personality on short-form video.
Where is it spreading right now?
What started in Seongsu-dong and Hongdae prop shops has become the #1 must-visit souvenir stop for international tourists, sparking a wave of "bag charm haul" videos across US and Japanese feeds.
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