Daiso Korea's 2025 Surge: From Household Goods to Sports Gear Powerhouse

As of 2025, Daiso Korea has emerged not just as a value store, but as a lifestyle retail force. With its annual revenue approaching 4 trillion KRW (~USD 2.9 billion), the company is no longer just about “cheap and cheerful”—it's actively shaping mainstream shopping trends in South Korea.

Globally, Daiso's positioning mirrors that of other major discount retailers such as Dollar Tree and Five Below in the United States, or Miniso in Asia. These brands share a common goal: offering affordability and variety in a fast-shopping format. However, Daiso sets itself apart through its strong focus on curated design, localized product development, and lifestyle-oriented merchandising. It combines price with quality in ways few global dollar-format retailers achieve.

Five-Year Growth: From Value to Volume

Daiso Korea's revenue has shown significant double-digit growth over the past decade:

This upward trend reflects not just an increase in store count, but also smart category expansion and improved product positioning across everyday life—including sports and wellness.

Expansion into Sports & Fitness

Daiso has recently expanded into sports equipment and fitness gear, collaborating with established domestic brands like Lecaf, Prospecs, and Skechers Korea. These collaborations bring functional, affordable performance items directly to everyday consumers—many of whom are casual users or first-time buyers.

Rather than challenge premium athletic brands head-on, Daiso is democratizing access to sports gear by delivering practicality and affordability in a familiar retail experience.

Local vs Global Sports Brands: What’s the Difference?

LECAF and PROSPECS are long-standing Korean sportswear labels known for their emphasis on functionality and affordability. Their products focus on usability and practical design, fitting the needs of budget-conscious or casual users.

In contrast, global players like Nike and Under Armour invest heavily in athlete endorsements, premium branding, and lifestyle campaigns. Under Armour, for example, leverages the image of basketball star Stephen Curry to reinforce its identity as a high-performance brand. These companies market aspiration; domestic brands offer utility. Daiso bridges this divide by making functional gear more accessible than ever.

Conclusion: From Value Store to Trend Shaper

Daiso Korea is no longer simply a place to buy cheap household goods—it's transforming into a lifestyle retail platform that adapts quickly to evolving consumer needs. Its bold entry into sports and wellness gear signals a larger trend: the convergence of affordability, accessibility, and lifestyle curation.

If its momentum continues, Daiso could not only lead Korea’s budget retail sector but become a global example of how price-conscious retail can evolve into something both relevant and inspiring.