I walked through Garosugil last November, and I counted. Fourteen pairs of Ugg boots in under twenty minutes. Not an exaggeration. Seven of those were the chunky platform models, and the rest were the original Classic Minis. That ratio alone tells you something about where Korean fashion is headed with this brand.
How Ugg Became a Seoul Staple (Again)
Ugg had its first moment in Korea around 2010-2012, mostly thanks to K-drama actresses being spotted in them off-set. The brand faded for a while as sleek Chelsea boots and combat styles took over. But starting in late 2023, something shifted. The Y2K revival brought back a love for anything cozy, chunky, and slightly nostalgic. Korean influencers on Instagram and Musinsa started posting Ugg fits again, and by winter 2024, department stores across Seoul were struggling to keep certain sizes in stock.
My friend Soyeon, who works at the Shinsegae Gangnam Ugg counter, told me they sold out of the Classic Ultra Mini Platform in chestnut within 48 hours of restocking last December. She said it was worse than trying to buy concert tickets. The demand was that intense.
Platform Models: The Ones Everyone Wants
The platform versions are where the real hype sits right now. Three models dominate the Korean market:
Classic Ultra Mini Platform – This is the one. If you see a Korean girl between 18 and 30 wearing Uggs, there is a very good chance these are on her feet. The platform sole adds about 4-5cm of height, which matters a lot in a market where shoe lifts are completely normalized. The silhouette sits below the ankle, making them easy to pair with wide-leg pants, long skirts, or the oversized padded coats that dominate Seoul winters. Retail price in Korea sits at around 219,000 KRW at official retailers, though Musinsa sometimes runs them at 189,000-199,000 KRW during sales events.
Classic Mini Platform – A touch taller than the Ultra Mini, hitting right at the ankle. This version works better with skinny jeans or leggings, and you see a lot of Korean university students rocking these on campus. They run about 239,000 KRW at most department stores. The chestnut and black colorways sell fastest by far, though I have noticed more people going for the “mustard seed” and “sand” shades this season.
Maxi Platform – The tallest platform option, and honestly, a bold choice. The sole is noticeably thick, almost giving off a Balenciaga-esque vibe. At around 259,000-279,000 KRW, this is the priciest of the three, and I see it mostly on fashion-forward types in Seongsu-dong and Hannam-dong. Not an everyday pick for most people, but it photographs well, which matters in a city where your OOTD game is always on.
Classic Models: Still Holding Strong
The original Classic Mini and Classic Short never really went away. They are the safe pick, the “my mom approves” version. Korean office workers in their 30s and 40s tend to lean toward these because the silhouette is familiar and the height of the sole is normal. They also cost less: the Classic Mini runs about 169,000-179,000 KRW, and the Classic Short is 199,000-209,000 KRW.
One thing I have observed is that the Classic Tall II has almost no presence in Korea. Tall boots in general don’t mesh with current Korean styling trends, which favor cropped or ankle-length everything. If you walk into ABC-Mart or the Lotte Department Store Ugg section, you will barely find tall models on display. The floor space is 80% platform and mini styles.
Where to Buy Uggs in Korea
You have several options, and prices vary more than you might expect:
Official Ugg Korea stores – Flagship locations in Myeongdong, Gangnam, and inside major department stores like Lotte, Shinsegae, and Hyundai. Full retail pricing, but you get guaranteed authenticity and the Korean warranty. They also carry Korea-exclusive colorways some seasons.
Musinsa – The online platform most 20-somethings use. Prices are usually 10-15% below department store pricing, and they run seasonal coupons that stack. I have seen the Classic Ultra Mini Platform drop to 179,000 KRW during Musinsa’s Black Friday equivalent sales. The downside: popular sizes (230, 240, 250) sell out in minutes during big promotions.
Parallel import shops (byeonghaeng) – Stores in Dongdaemun and online shops on Naver SmartStore sell Uggs sourced from the US or Australia at lower prices. You can sometimes find the Classic Mini Platform for 160,000-170,000 KRW. The risk is minimal since Ugg fakes are relatively rare compared to luxury brands, but you do lose the Korean after-sales service.
Duty-free – If you are passing through Incheon Airport, the Lotte or Shilla duty-free stores carry Ugg at roughly 20-30% below retail. This is genuinely the cheapest legit option in Korea, but the selection is limited to bestselling models and colors.
Celebrity Influence: Who Is Wearing What
Korean celebrity culture drives shoe trends harder than anywhere else I have seen. IU was photographed in Classic Ultra Mini Platforms in chestnut during a Jeju trip in early 2024, and that colorway sold out nationally within a week. BLACKPINK’s Jennie has been spotted in Ugg Tazz platforms, which are the mule/slipper-style version, and those saw a noticeable spike in Musinsa search volume after her airport photos circulated. NewJeans members have worn both classic and platform styles, reinforcing Ugg’s grip on the Gen Z demographic.
Male celebrities are wearing them too, which is significant. Actor Byeon Woo-seok was seen in Classic Minis, and BTS’s V has worn Ugg-style shearling boots multiple times. Korean men’s fashion is increasingly open to what were once considered “women’s” shoe categories, and Ugg has quietly benefited from that shift.
Platform vs Classic: My Honest Take
If you are buying your first pair for Korean streets, go platform. Specifically the Classic Ultra Mini Platform in black or chestnut. That is the safe, stylish choice that works with 90% of Korean winter outfits. The height boost is genuinely useful on uneven Seoul sidewalks and in a culture that appreciates a few extra centimeters.
If you already own a platform pair and want something for daily comfort, grab a Classic Mini. They are lighter, easier to slip on for quick convenience store runs, and the lower price point makes them a good “beater” pair you do not feel guilty about wearing in rain or slush.
One honest criticism: the platform soles can be slippery on icy surfaces. Seoul gets legitimate ice patches in January and February, and I have personally almost wiped out on the sidewalk near Hapjeong Station wearing platforms. The classic sole has slightly better grip. Something to consider if you are here during the coldest weeks.
Sizing and Fit for Korean Buyers
Ugg sizing confuses almost everyone in Korea the first time because the brand uses US sizing while Korea uses millimeters. A Korean 250 is roughly a US Men’s 7 or US Women’s 9. Most Korean women buying the platform models are in the 230-250mm range, which translates to US 6-8. My advice: go to a physical store for your first pair. Ugg’s sheepskin stretches and molds to your foot over time, so a snug fit out of the box is actually what you want. If you buy too large, they will feel sloppy after a few weeks of wear.
You Might Also Like
- Korean Glasses Trends: Thin Metal Frames
- Korean Streetwear Brands to Watch (Beyond Mardi)
- Seongsu-dong Shopping Guide: Best Pop-up Stores
- Silver Bag Trend: Stand Oil vs Carlyn
- Hongdae vs Gangnam: Style Differences Explained
The Ugg craze in Korea shows no signs of dying down. If anything, the platform styles have given the brand a second life that feels more integrated into Korean fashion than the original wave ever was. The boots are no longer just “comfy Western shoes” here. They are a legitimate fashion statement, embraced by everyone from Hongdae art students to Cheongdam-dong socialites.
