In Korea, the age-old view of golf being just an excuse for middle-aged businessmen to talk shop and escape their in-laws is now long gone. From the pristine greens of Jeju Island to neon-lit screen golf cafés in Seoul, Koreans have taken golf and turned it into a national art form—and sometimes a full- contact sport (more on that later). So how did this happen? Buckle up your golf cart seatbelt as I break it down.

The 1990s and the Se Ri Revolution Back in the ’90s, playing golf in Korea was like trying to get into Augusta National—exclusive, expensive, and a bit intimidating. Green fees were through the roof, and courses were rarer than a straight drive on a windy day. If you spotted someone with a golf club, they probably had a business card with the words “CEO” embossed in gold.

But then came the magic of televised golf. Koreans unfamiliar with the sport were both fascinated and mystified watching a guy in checkered pants hunch over a 10-foot putt. Why are so many businessmen attracted to a leisure sport akin to watching the grass grow? As such, it remained a sport for the elite—until Se Ri Pak stormed onto the scene and changed the game forever. Most golfers over 40 here still can recall the iconic scene during the 1998 US Women’s Open, where she takes off her shoes, steps into a water hazard, and makes one of the gutsiest shots you’ll ever see. It wasn’t just a victory—it was a national wake-up call.

Se Ri Pak’s historic 1998 Women’s US Open win opened a floodgate of next-generation golfers in Korea

Suddenly, parents were trading piano lessons for golf clinics, and kids were swinging cut-down golf clubs all over the place. Golf was no longer considered unapproachable, but rather an opportunity to break out of the mundane and into greatness. Pak’s influence was so profound that she created a wave of future LPGA champions, affectionately called the “Se Ri Kids” These players didn’t just win tournaments; they turned “Korean golfer” into a phrase feared by international competitors.

The Screen Golf Revolution: Tee Time, Anytime

Next came the revolution of golf simulators, more commonly called “screen golf”. While the West was still building driving ranges next to chain restaurants, Korea had to look for another way to overcome the lack of resources and space. Ultimately, their solution was to bring the course indoors.

I remember my first screen golf experience back in 2002. The morning round had been rained out and after grumbling about what to do for the day, one of the guys mentioned a new type of golf that was gaining popularity. Rather than go home, we packed up and headed to a GolfZon screen golf to give it a go. Despite my expectations, I was initially disappointed. The ball flight data felt way off and the short game aspect and putting left much to be desired. The only positive was that they served food and beer, and it was better than not golfing at all. Hence, I would forego screen golf for nearly a decade, disbelieving those who swore the experience had gotten much better.

Fast forward to 2022, Korea’s screen golf market soared to a staggering 3.8 trillion Won (about 3 billion USD), with nearly 300,000 games played daily. Almost overnight, screen golf became a game-changer for the Korean golf scene. For a mere $20, beginners can experience what had previously been too expensive and time-consuming in the privacy of their own room. No clubs? Free rental. Bad weather? No problem. Tight schedule? Fit in nine holes at lunch or before dinner. And as their understanding of the game grew, so did their interest in taking their game to an actual course with their own golf clubs.

Golf Gets a Glow-Up

While all this was going on, golf in Korea got super fashionable somewhere along the way. After all, we can’t be seen with old clubs and clothes that don’t catch people’s eyes now, can we? Soon, influencers clad in pastel polos and pleated skirts started flooding social feeds with perfectly posed shots on immaculately manicured fairways and greens. The golf course became the new catwalk to flaunt our OOTD (outfit of the day) and I for one thought it beat checkered pants.

Even K-pop idols and actors got in on the action, with dozens of well-known celebrities appearing on golf-related TV shows and operating their own YouTube channels. Golf wasn’t just for business deals anymore—it was for anyone with a driver and a desire to flex for likes on Instagram.

Korea has just about every style of golf fashion you can imagine and then some.

The arrival of the COVID-19 pandemic only served to fuel the fire, resulting in an explosive growth of Korea’s golfing population. Before social distancing became a thing, the number of golfers to have played on an actual golf course was estimated to be around 3 million, with an additional 4 million having tried screen golf. However, when the virus was in full swing, the most conservative estimates pointed to an overall golfer increase of 20%, while some went as high as 34% to join the golf craze.

Most notably, younger golfers in their 20s and 30s flocked to screen golf and onto the golf course, lured by the reprieve they afforded from social distancing and a chance to look good in their newfound hobby and fashion. Golf courses were booked solid from sun up till sundown, and even well into the night under brightly-lit stadium lights. To service these eager new consumers, the market reacted with a surge of golf-related goods and services to achieve unprecedented revenue growth, especially in the fashion golf wear sector

Flying Too Close to the Sun

Unfortunately, all good things come to an end, and Korea is currently experiencing a whiplash from the golf heydays of 2020~2024. As the quarantine and its restrictions on activities began to lessen, more and more newbie golfers started to head for the nearest exit. From what I could gather, the general response seemed to be one of “been there, done that, time to move on.” Some also pointed out that golf was simply too expensive and time-consuming to justify with other activities now becoming available once more.

Color coordination is key. Bonus points for coordinating with your equipment and friends.

As a result, many experts in the golf industry seem to agree that Korea is on a steep downtrend for golf consumption, with certain sectors taking the brunt of a slow economy. Others also opined that the actual size of the Korean golf market hasn’t really diminished, but rather just returning to the pre-pandemic days.

Overall, I feel that the market quickly adapted to meet the needs of the surge in golfers but was too slow to adjust to the mass departure of casual players who took up the sport during the pandemic and later moved on. In particular, this imbalance has left the golf apparel and equipment sectors struggling with excess inventory and reduced demand. Meanwhile, premium courses and established brands continue to maintain a loyal customer base, highlighting the market’s shift toward quality over quantity. Going forward, I am keen to see how industry leaders will adapt to ensure long-term stability in Korea’s golf industry.

Picture credit: blog.naver.com/euneun_9

Despite these recent challenges, one thing remains unchanged—Korea’s deep-rooted passion for golf. Koreans are known for their relentless drive and commitment, whether in academics, business, or sports. This same spirit fuels their love for golf, turning it into more than just a pastime, but a pursuit of mastery and excellence.

While the golf industry may be facing a tough path to correction, history has shown that Koreans do not back down easily. The same resilience that propelled Se Ri Pak to inspire a generation and turned screen golf into a multi-billion-dollar industry will undoubtedly lead to new innovations and
adaptations. Whether through more accessible golfing experiences, cutting-edge technology, or the next cultural wave that reignites interest, Korea’s golf scene will evolve and emerge stronger. Because for us Koreans, golf is not just a trend—it’s a passion, and passion always finds a way to endure.

How is golf doing in your parts of the world in 2025?