Shopping for clothes in South Korea can be exciting, but it can also be confusing if you’re unfamiliar with how the local fashion system works. Korean fashion has its own sizing logic, fit preferences, and return policies that differ from those in Europe, North America, or Southeast Asia. Understanding these differences before you shop will save you time, money, and frustration.
This guide focuses on the practical side of Korean fashion shopping, with special attention to sizing, fit, and returns. If you’ve ever picked up a “Free Size” jacket and wondered who it was actually made for, this article is for you.
Understanding Korean Fashion Sizing
Why Korean Sizes Feel Smaller
Most Korean brands design for the local market first. On average, Korean body measurements are slimmer and shorter than Western sizing models, so labels like S, M, and L are scaled differently.
A common rough comparison:
- Korean S ≈ US XS–S
- Korean M ≈ US S–M
- Korean L ≈ US M–L
For women’s jeans and skirts, you’ll often see numbers like 25, 26, 27, etc., similar to US waist sizing, but the cut through the hips and thighs is usually narrower.
For men’s tops, Korean 100 is roughly a US medium, 105 is a large, and 110 is an extra large. Pants may be labeled by waist size in inches, but the leg opening and rise can still be slimmer than expected.
Because of this, many foreign shoppers go up one size from what they normally wear, especially for fitted items like shirts, blouses, and tailored jackets.
Women’s Clothing Sizes
| SIZE | KOREA | USA | UK | EUROPE |
| XS | 44 | 0-2 | 4-6 | 32 |
| S | 55 | 4-6 | 8-10 | 36 |
| M | 66 | 6-8 | 10-11 | 38 |
| L | 77 | 8-10 | 12-14 | 40 |
| XL | 88 | 12-14 | 16-18 | 42 |
Men’s Clothing Sizes
| SIZE | KOREA | USA/UK | EUROPE |
| XS | 85 | 14.0-14.5 | 38 |
| S | 90 | 15.0~15.5 | 40 |
| M | 95 | 15.5~16.0 | 42 |
| L | 100 | 16.5-17.0 | 44 |
| XL | 105 | 17.5 | 46 |
| XXL | 110 | 18.5 | 48 |
Reading Korean Size Labels
In Korea, measurements matter more than labels. Most orean brands, especially online stores, provide detailed measurement charts. These usually include:
- Shoulder width
- Chest (pit-to-pit)
- Sleeve length
- Total length
- Waist and hip measurements for bottoms
Measurements are almost always listed in centimetres (cm).
These numbers describe the garment laid flat, not your body. To compare:
- Take a similar item you own.
- Lay it flat.
- Measure it the same way.
- Compare those numbers to the tag in the store.
This method is often more reliable than trusting the letter size alone.
Common Measurement Pitfalls
- Flat measurements: Chest or waist sizes are often measured flat, not around the body. Double the number to estimate circumference.
- Shorter lengths: Tops, jackets, and dresses are frequently shorter than Western versions.
- Slim arms: Sleeves tend to be narrower, even on oversized items.
If your shoulders or arms are broader than average, prioritise shoulder width and sleeve measurements over chest size.
Understanding Korean Fit Styles
Even when you find your size, the fit can feel different.
Korean fashion often favors:
- Boxy or cropped tops for women
- Straight or slightly tapered trousers
- High-waisted skirts and pants
- Oversized outerwear paired with slim inner layers
The Meaning of “Free Size”
In unisex or streetwear brands, “free size” (one size) is common. This usually means the garment is designed with a loose, relaxed cut that fits a limited range, often close to a Korean M or small L. If you normally wear larger sizes, free size items may feel tight in the shoulders or short in the sleeves.
Sleeve and overall length are important to check. Jackets and coats may have shorter sleeves, and pants may have shorter inseams compared to Western brands.
Free Size works best for:
- Loose tops, sweaters, and cardigans
- Skirts or pants with elastic waistbands
- Oversized styles where fit is intentionally relaxed
It can be challenging for structured items like blazers, fitted dresses, or tailored coats.
Shoes: Korean Sizing Explained
Korean shoe sizes use millimetres based on foot length.
Common conversions:
- 230 mm ≈ US women’s 6
- 240 mm ≈ US women’s 7
- 250 mm ≈ US women’s 8
- 260 mm ≈ US men’s 8
- 270 mm ≈ US men’s 9
Half sizes are less common. If you are between sizes, you may need to size up and use insoles.
Many Korean shoes are also cut narrower. If you have wide feet, look for international sports brands or larger department stores where the fit range is broader.
Women’s Shoe Sizes
| KOREA | USA | UK | EUROPE |
| 220 | 5 | 3 | 35.5 |
| 225 | 5.5 | 3.5 | 36 |
| 230 | 6 | 4 | 36.5 |
| 235 | 6.5 | 4.5 | 37 |
| 240 | 7 | 5 | 37.5 |
| 245 | 7.5 | 5.5 | 38 |
| 250 | 8 | 6 | 38.5 |
| 255 | 8.5 | 6.5 | 39 |
| 260 | 9 | 7 | 39.5 |
| 265 | 9.5 | 7.5 | 40 |
| 270 | 10 | 8 | 40.5 |
Men’s Shoe Sizes
| KOREA | USA | UK | EUROPE |
| 240 | 6 | 5 | 39 |
| 245 | 6.5 | 5.5 | 40 |
| 250 | 7 | 6 | 40.5 |
| 255 | 7.5 | 6.5 | 41 |
| 260 | 8 | 7 | 41.5 |
| 265 | 8.5 | 7.5 | 42 |
| 270 | 9 | 8 | 42.5 |
| 275 | 9.5 | 8.5 | 43 |
| 280 | 10 | 9 | 43.5 |
| 285 | 10.5 | 9.5 | 44 |
| 290 | 11 | 10 | 44.5 |
| 295 | 11.5 | 10.5 | 45 |
| 300 | 12 | 11 | 46 |
| 305 | 12.5 | 11.5 | 46.5 |
| 310 | 13 | 12 | 47 |
| 315 | 13.5 | 12.5 | 47.5 |
Trying Clothes On in Korean Stores
Fitting room culture can be different.
In small boutiques:
- Some tops cannot be tried on to avoid makeup stains.
- You may be asked to use a face cover when trying shirts or dresses.
- Certain items, especially white or light-coloured tops, might be “no fitting.”
In bigger stores and malls, you can usually try everything on without issue.
Oversized vs Actually Big
Korean oversized fashion is about silhouette, not size grading. An oversized jacket might have wide shoulders and a loose body but still short sleeves and a narrow arm opening. This creates a specific look but doesn’t always work for taller or broader frames.
If you need true length or width, look for items explicitly labeled XL or above, rather than relying on “free size” or “oversized” tags.
High-Waisted Bottoms
Pants and skirts in Korea are often high-waisted, sometimes higher than expected. This can be flattering, but it may feel unfamiliar if you prefer mid-rise styles.
Pay attention to:
- Rise measurement
- Waist placement in model photos
- Elastic vs fixed waistbands
Shopping In-Store vs Online
In-Store Shopping Tips
Shopping in physical stores gives you the advantage of trying items on, but there are a few things to know:
- Some smaller boutiques may discourage trying on light-coloured items or knits.
- Fitting rooms can be limited, especially in busy areas like Hongdae or Myeongdong.
- Staff may comment honestly on fit, which can feel direct but is normal.
If something doesn’t fit, it’s acceptable to ask if the item comes in another size, but many shops carry limited size ranges.
Online Shopping Tips
Online shopping is popular in Korea and offers a wider range of sizes and styles. When shopping online:
- Always check the size chart, even if you’ve bought from the brand before.
- Look for model height and weight for reference.
- Read photo reviews from customers, which often include body stats.
Websites like Musinsa, W Concept, and 29CM provide some of the clearest sizing information and are good starting points for foreigners.
Where to Find Larger Sizes in Korea
Not all Korean brands stop at small sizes.
For women:
- 8seconds
- MIXXO
- SPAO
- ZARA Korea
- H&M Korea
For men:
- Uniqlo Korea
- Topten10
- Musinsa Standard
- Adidas and Nike flagship stores
These brands often carry extended ranges compared to small indie boutiques. Online Korean platforms like Musinsa and W Concept also stock brands with wider size options, but returns can be harder for tourists, so in-person shopping is safer if you’re visiting short-term.
Tailoring as a Backup Plan
If you find something you love but the fit is slightly off, tailoring is affordable and fast in Seoul.
Local alteration shops can:
- Shorten sleeves
- Hem pants
- Take in the waist
Simple fixes often take one to two days and cost far less than in many Western cities. Department stores sometimes have in-house alteration counters as well.
Returns and Exchanges in Korea
Return policies vary widely by store.
Large chains and department stores usually allow:
- Exchanges or refunds within 7–14 days
- Original tags attached
- Receipt required
Small boutiques often have stricter rules:
- Exchange only, no refunds
- Sometimes no exchanges at all on sale items
- Occasionally store credit instead of cash/card refund
Always check before paying. For tax-free purchases, refunds may be limited or handled differently, since the tax is deducted at purchase.
Online platforms usually allow returns, but:
- You may need to pay return shipping
- International returns can be complicated
- Refunds may take time to process
If you’re visiting Korea temporarily, be cautious with online orders that might arrive close to your departure date.
Exchanges Are More Common Than Refunds
Many stores prefer exchanges over refunds. If something doesn’t fit:
- Ask if you can exchange for another size or item
- Be prepared to choose immediately
Keeping receipts is essential.
Payment and Tax Refund Tips
Foreign shoppers can often receive tax refunds on purchases over a certain amount. Look for:
- “Tax Free” signs in stores
- Passport required at checkout
Some shops process tax refunds on the spot, while others require you to claim it at the airport.
Credit cards are widely accepted, but smaller boutiques may prefer cash or local cards.
Tips for a Smooth Shopping Experience
- Start with oversized or adjustable items
- Try multiple sizes, not just your usual one.
- Check garment measurements in centimetres when available.
- Take photos of size charts for reference
- Shop earlier in your trip in case exchanges are needed
- Don’t assume Free Size will work without checking details
- Pay attention to sleeve and pant length.
- Ask about return policy before leaving the counter.
- Keep receipts and tags until you’re sure.
- Focus on brands known for broader size ranges if you struggle to find a fit in small boutiques.
- Use tailoring for minor adjustments instead of giving up on a good piece
- Avoid impulse buying
Understanding how Korean fashion size guide systems work will make your experience far smoother and more enjoyable.
Final Thoughts
Shopping for Korean fashion as a foreigner becomes far easier once you adjust your expectations around size and fit. Korean brands prioritize clean lines, shorter proportions, and slim silhouettes, which can feel unfamiliar at first. However, with careful attention to measurements, fabric, and cut, it’s possible to find pieces that fit well and feel distinctive.
Instead of focusing on labels alone, treat each purchase as a comparison exercise. Measure, ask questions, and take your time. Korean fashion rewards shoppers who approach it with curiosity and preparation, and the right pieces can become some of the most unique items in your wardrobe.
