[비즈한국] A few days ago, I went for a round at a golf course in Gapyeong. When one of my partners said, “The group in front of us is four women,” the caddie added, “The group ahead of them is also four women.” Now, seeing a group of four women on a golf course is as common a sight as seeing a group of four men.
The population of female golfers in South Korea is truly world-class. According to the ‘Korea Golf Index’ survey released by the Korea Golf Association (KGA), the proportion of women among South Korean adult golfers is estimated at around 45–47%, totaling between 2.5 million and 2.7 million people. There is no other country in the world with as high a proportion of female golfers as South Korea.
In the UK, the home of golf with its strong conservative tendencies, the figure is only around 11–14%. Japan is also around 20%. In fact, a significant number of the female golfers seen on courses in the UK or Japan are often women who have traveled there for golf from South Korea or are local Korean residents. Even in the US, the figure is less than 30%, and in European countries known for having a high proportion of female golfers, the figure remains below 40%.
So, why does South Korea have such a high proportion of female golfers? The first reason is the influence of screen golf. As screen golf expanded in the mid-2010s, it became easier for many golfers, especially women, to take up the sport. The mindset naturally shifted from “just playing screen golf” to “I should go out to a real course,” leading to the first growth phase for the female golf population.
The second reason is social media. There is no better tool to show off that “I am living well right now” than a photo taken on a lush fairway while dressed in stylish golf wear. The psychological pressure not to be left behind also played a role. It became difficult for people to answer “No” when friends asked, “Do you play golf?” The third reason is COVID-19. More precisely, the “travel ban” caused by the pandemic. With nowhere else to go, female golfers naturally joined the wave of MZ generation golfers. And many of those female golfers have not left the fold, remaining settled in the sport to this day.
As a result, the mainstream of the South Korean golf market is female golfers. The South Korean golf wear market is known to be worth between 3.1 trillion and 3.5 trillion won. Of this, the female golf apparel market accounts for 1.8 trillion to 2.1 trillion won. While they make up less than 50% of the population, they represent around 60% of the clothing market. That is how powerful female golfers are as consumers of golf apparel.
High-end brands targeting female golfers have emerged, and brands dedicated solely to women, including golf accessories, have popped up all over the market. Even in golf equipment, the growth rate of the female market has surpassed that of the male market. If you think about it, female golfers in the past were not that sensitive about their golf clubs. Today’s female golfers are different. The number of women visiting golf fitting shops to find clubs suited to their physique and swing speed has increased significantly.
The market sector most clearly dominated by female golfers is the “lesson market.” Male golfers include many so-called “self-taught golfers.” Or they are “one or two-month lesson” golfers. They take a few lessons when they first start and soon quit. Most are like that. Female golfers are different. Most women who take lessons are “long-term students.” In the lesson market, they are considered “loyal customers.” The conversation between a husband saying, “You should stop taking lessons now,” and his wife replying, “No, I feel too anxious,” has become a very familiar dialogue.
The mainstream of the South Korean golf market, which used to be dominated by men, is now the female golfer. Their wallets are larger and open more easily. Of course, the increase in female golfers has also brought side effects. Terms like “golf affairs,” “golf poor,” and “field snake (golf gold diggers)” have also appeared.
In the US LPGA, the global stage for women’s golf, South Korean female golfers have held sway for a very long time. It started with pioneer Pak Se-ri, followed by the appearance of “Se-ri Kids,” and continues on to new generations.
If the success of that era was the work of junior girl golfers and “golf dads,” now it must include “golf moms” as well. No matter what anyone says, South Korean female golf players are strong. Even among amateur and weekend golfers, women are now the powerful force.