The Korean Green New Deal and Sustainable Fashion Marketing

“The Korean New Deal is the architect to design the Republic of Korea’s new century.” President Moon Jae-in said in his speech. +

He explained that the government has selected 10 signature projects for the ‘Digital New Deal’ and ‘Green New Deal,’ two pillars of his Korean New Deal roadmap, including eco-friendly mobility, a smart healthcare infrastructure, green energy, and the digitization of social infrastructure.

With a budget of about US $13 billion over the next five years, the Korean New Deal is an amazing investment plan. In particular, like the chorus of people from all over the world, “Let’s save the one our Earth!”, the Green New Deal will be an opportunity to advance the sustainable growth of the Korean economy.

In the endless fashion revolution of the world, the Korean Green New Deal should also   stimulate and support the sustainable growth of K-fashion business. The manifesto for the world’s fashion revolution is widely sympathetic.

“We love fashion. But we don’t want our clothes to exploit people or destroy our planet. We demand radical, revolutionary change. This is our dream...” ++

Merchants in Dongdaemun market are loved by global consumers as they produce and supply good fashion products more quickly and at lower prices. Especially for them, sustainable fashion marketing is possible by selling designer products with newness and diversity at low prices.

In the mood of the global fashion revolution, however, Dongdaemun market people need innovative marketing strategies to produce and sell more environmentally friendly fashion products. Above all else, they should prioritize improving the economic and emotional value of Dongdaemun fashion products through the use of natural fibers such as cotton or silk and rest of it.

Of course, natural fibers such as cotton and silk have been regarded as high-cost raw materials and parts due to the comparative advantage of production during the development and growth of the Korean economy.


-Some of the popular Dongdaemun fashion items we exported last week, seoulclick.com-


 Nowadays, however, the development of smart farms armed with AI, robots and drones has made it possible to improve the productivity of such a natural fiber and increase its comparative advantage. It’s an amazing good news.

“Our Nuetown (Buan Silkworm Complex) is contributing greatly to the development of the fashion and bio industries, including the production of colorful cocoons and cosmetic ingredients to promote health, as well as mass production of silk thread.” +++

As we all know, after industrialization-driven economic growth, rural areas in Korea has undergone changes such as population reduction, labor shortages, and farmland idleness amid the change of production structures. There, the 4th industrial revolution is taking place, led by smart farms, with the production of rice no longer increasing and the labor-intensive production system collapsing.

The Korean Green New Deal, which is being planned in time, will be an opportunity to grow into a global production base for eco-friendly textile industries such as cotton and silk in rural areas. This sustainable policy approach compares to the fashion industry environment in many foreign countries where large quantities of chemical fibers are supplied instead of natural fibers such as cotton and silk.

In the future, the Korean Green New Deal will contribute to opening a new way for Dongdaemun people to supply eco-friendly fashion products at lower prices thanks to mass production of natural fibers in the rural area. Luis Casacuberta, managing director women’s & kids’ part at Mango said.

“Corona is no excuse to back off from sustainability. Moreover, sustainability will be among key product priorities, together with quality and durability,” ++++

We must listen to such a warning. Now is the time in which we have to make an innovative decision.


+ Korea Times, July 13, 2020.

++ Why we steel need a fashion revolution, whitepaper, 2020.

+++ www.buan.go.kr/nuetown

++++ fashionunited.com/news

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Bong Sul (Advisor, SeoulClick)

 Read more: Bong (Bong Sik) Sul, Dongdaemun Style, ebook.kstudy.com, Seoul, 2019.

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