My bag currently has three keyrings dangling off the zipper pull — a chunky resin bear from a Hongdae indie market, a braided leather tassel I picked up in Bukchon, and a tiny beaded phone charm that somehow migrated from my phone case to my bag. Six months ago I would have called this excessive. Now every bag I own has at least one charm on it, because that’s just how deep this trend has sunk its hooks into Korean street fashion.
How Bag Charms Became Korea’s Defining Accessory
The bag charm and keyring boom didn’t come out of nowhere, but it accelerated faster than anyone predicted. The trend has roots in the Y2K revival that’s been sweeping Korean fashion since around 2022 — beaded jewelry, phone straps, and dangling accessories all fit the playful, maximalist aesthetic that Gen Z and millennial Koreans have been gravitating toward. But keyrings specifically exploded through a convergence of K-pop idol influence, indie craft culture, and social media.
BTS members, BLACKPINK’s Jennie, NewJeans, and other top-tier idols started showing up at airports and fan events with elaborately decorated bags. Jennie’s Chanel Classic Flap with a row of mismatched charms became one of the most screenshot-ed fashion moments of 2024. NewJeans’ Hanni posted her collection of handmade beaded keyrings on Instagram, and within a week, craft supply stores across Seoul were sold out of letter beads.
The DIY angle is crucial to understanding why this trend has so much staying power. Unlike most accessory trends that require you to buy a specific product from a specific brand, bag charms invite personal creativity. Making your own keyring — choosing the beads, letters, colors, and charms that mean something to you — turns a fashion accessory into a personal expression. Korean craft cafes (공방) jumped on this immediately, and now “keyring making” workshops are everywhere in Hongdae, Insadong, and Gangnam.
The Most Popular Styles Right Now
Beaded Letter Keyrings (비즈 키링) remain the backbone of the trend. These use alphabet beads to spell out names, initials, or short phrases, strung on elastic cord with alternating colored beads. Simple to make, infinitely customizable, and cheap — you can DIY one for under 3,000 KRW in materials. Premium handmade versions on Idus (Korean Etsy equivalent) sell for 8,000-25,000 KRW depending on complexity.
Resin Charms are having a massive moment. Tiny figurines, fruits, animals, and abstract shapes cast in clear or tinted resin — often with real dried flowers, glitter, or small objects embedded inside. The craftsmanship on some of these is genuinely impressive. Seoul’s Dongdaemun Design Plaza (DDP) weekend markets often have artisans selling handmade resin charms for 10,000-30,000 KRW each.
Leather and Suede Tassels add a more sophisticated edge. Korean leather craft has always been strong, and artisans have pivoted to producing elegant tassel keyrings in natural vegetable-tanned leather. Brands like Rawrow and Marhen J sell leather tassels and charms in the 25,000-50,000 KRW range. The patina that develops over time actually makes these look better with age.
Character and Mascot Charms tap into Korea’s deep love of cute (귀여운) culture. Kakao Friends’ Ryan and Apeach, Line Friends’ BT21 characters, and Sanrio’s Cinnamoroll are perennial favorites. But the real heat right now is around indie character designers selling through Instagram and Marpple Shop. Small-batch character keyrings from independent Korean artists — think hand-sewn felt animals, tiny knitted monsters, or clay miniatures — can sell out in minutes when they drop.
Airpods and Tech Keyrings are a functional-meets-fashionable subcategory. Chains and clips designed to attach your Airpods case to your bag as a visible charm hit big in late 2024. Brands like Matin Kim and Covernat released tech charm lines, and the trend shows zero signs of slowing.
Where to Buy in Seoul
Hongdae Free Market (홍대 프리마켓) operates every Saturday in the plaza near Hongik University Station. This open-air market is ground zero for independent charm and keyring creators. Prices range from 3,000 KRW for simple beaded pieces to 40,000+ KRW for elaborate handmade creations. Arrive early (before noon) for the best selection — popular vendors sell out by mid-afternoon.
Object (오브젝트) stores in Samcheong-dong and Garosu-gil curate a beautiful selection of design-focused keyrings and bag charms from Korean and international makers. Prices run higher (15,000-60,000 KRW) but the quality and design are exceptional. Their Samcheong-dong location is particularly good for finding unique pieces you won’t see anywhere else.
ART BOX (아트박스) is the accessible option — multiple locations across Seoul including Myeongdong, Hongdae, and Gangnam. Their keyring section has exploded in size over the past year, with options from 3,000-20,000 KRW. Great for affordable, fun pieces and character collaborations.
Goto Mall (고투몰) in the underground shopping arcade at Express Bus Terminal Station has dozens of accessory vendors with enormous selections of bag charms, phone straps, and keyrings at wholesale-adjacent prices. You can find charms here for 2,000-5,000 KRW that sell for triple that in boutique settings. The quality varies, so inspect before buying.
Idus App (아이디어스) is Korea’s premier handmade marketplace, and their keyring category has become one of the most active on the platform. This is where you find the truly unique artisan pieces — hand-embroidered mini-pouches, wire-wrapped crystal charms, miniature food sculptures. Prices typically 8,000-35,000 KRW with shipping included.
The DIY Scene
Making your own charms has become a legitimate social activity in Seoul. Craft workshops (공방 체험) offering “keyring making” sessions are packed on weekends, particularly in Hongdae and Insadong. A typical 90-minute beaded keyring class costs 15,000-25,000 KRW including all materials and instruction. Resin charm workshops run higher at 25,000-40,000 KRW because the materials are more expensive.
For supplies, Dongdaemun’s fabric and craft wholesale district has entire floors dedicated to beads, chains, clasps, and charm components. The 5th floor of Dongdaemun Jonghap Market is a bead lover’s paradise — hundreds of varieties at rock-bottom wholesale prices (think 1,000 KRW for a bag of 100 letter beads that would cost 5,000 KRW retail).
Daiso, the 1,000 KRW store chain, now stocks basic keyring-making kits for 1,000-3,000 KRW. The quality of their beads is fine for beginners, and it’s the cheapest entry point if you want to experiment before investing in nicer materials.
How to Style Bag Charms Like a Korean Fashion Insider
The “rules” are pretty loose, which is part of the appeal, but there are some patterns I’ve noticed from watching Korean street style closely.
Odd numbers look better. One charm or three charms reads as intentional. Two or four can look like you couldn’t decide. Five or more tips into maximalist territory, which works on a large tote but overwhelms a small crossbody.
Mix textures, not just colors. A beaded keyring next to a leather tassel next to a metal chain charm creates visual interest through material contrast. Three beaded keyrings of different colors just looks cluttered.
Match one element to your bag. If your bag is black leather, one of your charms should have a black or silver element that ties it together. The other charms can be wild — that’s the fun part.
Placement matters. Zipper pulls, D-rings, and handle bases are the classic attachment points. Clipping everything to the same spot creates a heavy dangling mass that can damage your bag over time. Spread them out.
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I’ve watched this trend evolve from a niche K-pop fan thing to a full-blown mainstream fashion movement in under two years. The beauty of it is the low barrier to entry — you don’t need a designer budget to participate, and the personal, handmade aspect means no two collections look the same. That’s a rare thing in fashion.
