Social media helps spread style.
Named after the Acubi Club fashion brand, the Acubi style draws inspiration from Y2K fashion of the early 2000s, evolving towards more wearable styles as consumers gradually moved away from elaborate trends, replacing shiny metallic pastel tones with neutral colors.
Emerging around 2021, the global influence of the Acubi style was enhanced when South Korean girl groups such as BLACKPINK, NewJeans, and Aespa embraced the style in performances and fashion events.
“With K-pop, the role isn’t about origin but about being a catalyst, helping to transform local styles into globally recognized trends,” said Heewon Yuh, a youth fashion strategy expert at trend forecasting firm WGSN, speaking about Acubi’s appeal.
Content creators around the world , including on platforms like TikTok and Instagram, have also contributed to expanding the popularity of the Acubi style.
The hashtag #Acubi on TikTok generates approximately 65,000 posts per day, while Instagram records around 87,000 posts.
Online styling guides and detailed item-by-item analyses have made recreating this style quite easy.
Short-form videos also help content spread quickly, reaching people outside the K-pop fan community, as users create their own versions of Acubi.
The appeal behind the style
One TikTok user suggested that the Acubi aesthetic emphasizes the art of layering basic items to create unique outfits. Meanwhile, a user on X.com (formerly Twitter) described it as a style that "combines Y2K minimalism with a touch of grunge."
On Pinterest, some posts act as curators, reviewing key items like black boots, wide-leg cargo pants, and bandeau crop tops.
These are considered essential items for this style. Other posts also praise their affordability, allowing wearers to easily mix and match various pieces.
“Acubi is truly a digital-age aesthetic because it looks great in photos, is easy to layer, and is suitable for everyday content creation,” said Jaana Jätyri, founder and CEO of Trendstop.
In addition, some fashion analysts argue that the muted tones and versatile layering of this style are well-suited to the need for multi-purpose clothing in everyday life.
Jaana Jätyri, an expert from Trendstop, observes that during difficult economic times, fashion tends to become more understated and restrained. Acubi will help young people stay fashionable without feeling overly ostentatious.
According to Rose Coffey, senior forecasting analyst at The Future Laboratory, younger consumers are increasingly opting for more versatile wardrobes for uncertain times.
The increasing presence of Korean aesthetic clinics reflects the growing global influence of "Hallyu" (the Korean Wave).
“For many viewers, Korean culture, including fashion, beauty, and food, is very appealing. For that reason, many people also want to travel to Korea,” said Professor Dal Yong Jin from Simon Fraser University.