When James Lee McQuown started running along Seoul’s Han river some 15 years ago, pedestrians, speed-walkers and casual joggers were his main company. In recent years, however, the South Korean-American model, DJ and co-founder of Private Road Running Club (PRRC) has seen running grow into a cultural phenomenon. “At any time of day, regardless of the weather, there are people out there running,” he says. “When Koreans do something, they really commit to doing it well.”

The Korea Times reports that the number of citizens who run for fun has reached 10 million, an amount that has roughly doubled since 2015. The number of marathons is increasing too, while running tourism is on the rise and spending at speciality shops has grown 216 per cent over the past two years. The running wave has also sparked debate about the use of public space, leading the Seoul Metropolitan Government to promote “runtiquette” – a portmanteau of “running” and “etiquette” – and local municipalities to enact measures to reduce disruption to daily life.

Companies from a range of sectors are seizing the moment. Convenience store chain CU’s Running Station in Yeouido has proved so successful that the concept has been rolled out to 18 other branches along the Han river. The flagship model adds lockers, changing rooms and fridges stocked with energy gels, protein drinks and sportswear to CU’s standard retail space. Demand for products linked to exercise and health data has even led Shinhan Bank to offer preferential interest rates to runners and incentivise them to record their daily mileage.

McQuown established PRRC in 2013, which has since helped to pave the way for ever-growing numbers of crews and clubs. “It’s a community for not only running but also Korean culture across the board,” he says. This is reflected in the approach of many international brands seeking a foothold in the Korean market. Swiss brand On’s events, for example, have ranged from running-posture workshops and fartlek training to meditation in a classical concert hall, while Michigan-based footwear maker Merrell has trekked to Inwangsan mountain for a landscape drawing class. 

“Rather than simply going for a run and being done with it, people are looking for something extra to add to the experience,” says Hiromichi Tanaka, head of marketing for Goldwin Korea. Since opening its largest flagship in Seoul’s Dosan Park in February, the Japanese outdoor brand has convened fieldwork events to deepen engagement. Preparation, performance and recovery were the themes of a recent programme featuring a road-to-trail run and tea ceremonies, inviting participants to recognise subtle changes within their body and the surrounding environment. 

While international names are making their mark, Korean brands are also carving out a niche of their own with pieces designed for discerning runners. Founded by Euijae Lee in 2011, Cayl has grown into a fully fledged outdoor brand producing everything from roll-top packs to shorts. “It’s now common to hit the trails on your lunch break or join group runs at shops or cafés,” says Lee. “The outdoors have seamlessly blended into people’s daily routines, leading to diverse products and rising consumer standards. Brands must now work harder than ever.”