Ten million people in South Korea now call themselves runners. That is roughly double the number from 2015, and the gap between casual jogger and committed athlete is closing fast.
Running has moved well past its niche phase in Korea. What started as a pandemic-era substitute for gym workouts has evolved into a full lifestyle identity. The number of official marathon events in Korea jumped from 19 in 2020 to 254 in 2024, with over one million total participants. Spending at running specialty stores increased 216 percent over the past two years, with people in their 30s driving most of that growth. Premium foreign running brands have opened flagship stores in Seoul's trendiest neighbourhoods. Domestic retailers are building running-focused spaces with coaching sessions and community events attached.
{img}For office worker Yoo Jae-moon, 38, it started with a colleague's suggestion and a slow 5-kilometre jog. "I used to struggle even with walking fast," he said. "Now I run very slowly after work or on weekends, and just hitting 30 or 40 minutes feels like a big achievement." He is now thinking about his first half marathon. For Choi Jae-hee, 36, running replaced ballet, jiu-jitsu and Pilates. "When I run, I just start smiling. It gives me way more dopamine than any other cardio and really shifts my mindset." At the more committed end is Shin Chul-woo, 38, who has completed one ultramarathon, four full marathons and a half marathon after starting solo runs during the pandemic and joining a running crew in 2024. He is planning five more full marathons this year to reach ten total.
The trend has also reshaped travel. Jeju Island and Busan are marketing their coastal and trail routes as "run trip" destinations, combining races with local food and scenery. Travel agencies promote overseas packages that pair marathons with sightseeing in Vietnam, Saipan and beyond for Koreans who want both finish lines and beach sunsets.
{img}Social media feeds have filled with GPS maps, pace charts and post-run selfies tracked through fitness apps and smartwatches. The culture is self-reinforcing.
Not everyone is happy about it. Some Seoul parks have posted notices limiting large group runs after complaints about noise and crowding. The steady expansion of weekend marathons, with streets closed on back-to-back Sundays, has sparked debate about public inconvenience and the commercialization of public space.
{img}But for most of the people actually running, those concerns sit outside the frame. The appeal is simpler. "If I keep running, I feel like other parts of my life will follow," Choi said.