Young Koreans Trade Golf Selfies for Fishing Rods

Golf course selfies that once flooded social media in South Korea have all but disappeared. In their place are photos of fishing rods cast along the Han River and snapshots of the day's catch. It is a sign that Koreans in their 20s and 30s are turning to fishing.

The country had more than 7.2 million anglers as of 2023, and the fishing industry was worth 2.7 trillion won ($1.9 billion), according to the Ministry of Oceans and Fisheries on the 23rd. About 5 million people board fishing boats each year, a 70% jump from a decade earlier.

By the numbers, fishing has long been a mainstream leisure activity. But the scene at fishing spots is changing. Once seen as a specialized pursuit dominated by middle-aged men, it is evolving into an experience-driven hobby that young adults take up with friends and partners.

Younger Koreans approach fishing differently from older generations. Rather than assembling professional gear and setting out before dawn, they cast a line casually on the banks of the Han River or take a boat to nearby coastal waters. It is a natural extension for a generation already familiar with camping and car camping.

For them, putting down the smartphone and waiting with a line in the water is itself a digital detox and a new form of wellness.

Consumer data points to the same shift. Searches for fishing-related keywords on the fashion platform Musinsa rose 36% between the 1st and the 20th of this month from a year earlier. Shoppers are buying not only tackle but also fishing apparel and accessories as fashion items.

Posts tagged "#fishing" on Instagram have topped 2 million. Social media content that once amounted to little more than reports on what was biting has evolved into lifestyle material covering the trip out, gear unboxings and cooking the catch.

Celebrity posts are fueling the trend. Jin of BTS recently shared images of an ocean fishing outing during a stay in Los Angeles, along with a photo of a raw fish rice bowl made from his own catch, drawing wide attention.

Dowoon of Day6 is another well-known fishing enthusiast among entertainers. As their content spreads quickly through fan communities, the barrier to entry for fishing is coming down.