Fashionistas, Pack Your Passports. Next Destination: Seoul, South Korea

When visiting Seoul, your first experience with the South Korean metropolis is likely through the Incheon International Airport. Rated as one of the busiest, cleanest, and technologically-advanced airports in the world, Incheon is an incredible introduction to the nation’s rich and vibrant culture. There’s a museum, miniature gardens, art shows, and live performances, in addition to countless shops, a variety of restaurants, a movie theater, an ice rink, putting greens, and more.

Incheon is also a prime destination to experience South Korea’s revered style. Before a traveler’s plane glides down the runway, you may see them catwalking the corridor runways.

In recent years, Seoul has become one of the preeminent fashion capitals of the world, with its bi-annual fashion week presentations rivaling that of Paris, London, Milan, and New York. Seoul doesn’t have 100-year-old fashion houses like the other cities mentioned, but it is able to meld traditional and modern styles unlike most.

The heritage comes in the form of hanbok, Korea’s traditional way of dress, which consists of long and flowy shapes, tight angles, and bright hues.The modernity is a result of South Korea being one of the most digitally-connected countries on Earth, from its high-speed internet, to its production of electronics. The two come together in fashion, where the form and vibrancy of yesteryear are matched with globalized trends unearthed through today’s digitized world.

“Because the world has become more globalized, South Korean people have been able to see trends across the world,” explains Jazzy Cho, TV host, content creator and Miss Korea USA 2016. “Everything was sort of meshing together, and we were able to bring in the western ideas, or global ideas with the already creative DNA of South Koreans. Combined, that created this amazing, stylish, trendy ‘K-fashion.’”

“Airport style is 공항 (gonghang) fashion [meaning airplane fashion],” says Cho. “It stemmed from when the press would greet or welcome back traveling celebrities. It really began to boom with the rise in global popularity of K-pop, the internet, and social media.” Cho continues, “Images of the hottest South Korean stars arriving or departing would be shared across the internet, and if one style that they were wearing goes viral, then that style becomes the trend of the season.”

The Sims has collaborated intently with Cho to bring The Sims 4™ Incheon Arrivals Kit to life, and she made sure we stayed true to K-fashion’s trendy foundations. Cho, a Korean-American, grew up as a competitive studio dancer in Southern California. She took a liking to the variety of styles of costumes she performed in, but it also encouraged her to explore her Korean heritage.

“I was one of the first Korean team captains for my high school dance team. As I was looking across my team one day, I was the only Korean-American, and I was like, ‘Wow, I’m representing Korean females,’ even at a young age. It gave me a sense of pride.”

Cho asked her mother if she could join a local pageant, still yearning to learn more about ancestry. “[I wanted to] learn more about how to carry myself as a beautiful Korean woman, and nurture and develop myself in that way. [The pageant was going] to be a stepping stone to diving in and learning more about [Korean] culture.”

Soon after she won the Miss Korea USA 2016 pageant, she began working across South Korea as a part of the Miss Universe Korea pageant. Her constant traveling to and from South Korea, opened her eyes to Seoul’s distinct style, especially through the lens of Incheon Airport. “Incheon Fashion is like [a celebrity’s] own runway before they get on or off the plane.” In describing the type of outfits one would see, Cho says, “When you’re travelling, you need to be comfortable. You wouldn’t see them coming in red carpet attire, but it's comfortable, stylish fashion.”

The Sims 4 Incheon Arrivals Kit is a full wardrobe for all Sims to dress for any occasion with both semi-formal and casual pieces, from sneakers, sweatpants and hoodies, to structured looks like the women’s long coat, one of Cho’s favorite pieces. “The women’s long coat is what we would typically see on pictured celebrities. Whatever stylish, trending outerwear piece atop a looser fit top and pants. It’s a lot about comfort when it comes to 공항 (gonghang) fashion, comfort and style.”

“With kits, The Sims is creating an immersive experience where people, places and experiences can be discovered, and our players from around the world can experiment with these distinctly unique mini collections of curated content,” shares Sheila Judkins, Director of Global Brand Management, The Sims.

“Working with Jazzy, our research was extensive to ensure the concepts reflect trendy outfits in Seoul,” shares Woori Bae, Concept Artist for The Sims. “We also had a lot of fun referencing the latest K-dramas, online shopping sites and celebrities' everyday outfits for inspiration. I am so excited to see this kit come to life, particularly the wide pants and oversized fit items that add more in-game styling options like never before.”

In explaining why she wanted the kit to focus on airport style, Cho said, “I think it's great that the setting of the kit is at the Incheon Airport because that is the global hub. It’s where people from all over the world embark on their journey to learn about South Korea. I hope everyone is just as excited when they see the kit because when you enter Incheon Airport, the architecture is very modern, the entire ceiling is windows, sunlight pours through - and your heart is filled with warmth! I hope people from all walks of life, wherever they are in the world, have an open, eager and excited mindset and energy towards exploring what Korean fashion is like.” 

The Sims™ 4 Incheon Arrivals Kit is available beginning October 5, 2021 on PC and Mac via Origin™ and Steam®, PlayStation®5, PlayStation®4, Xbox Series X|S and Xbox One systems.