In Conversation with iCandy Korea

Tell us about iCandy Korea – when did you first launch, and what inspired you to do so? 

iCandy Korea officially launched in September 2024. At the time of launch, we introduced the Peach 7, along with Core. We were inspired by the growing demand in Korea for premium parenting products that combine refined design, practical features, and long-term usability. iCandy’s strong heritage, design philosophy, and focus on parent–child lifestyles aligned perfectly with what the Korean market was looking for, which led us to bring the brand to Korea.  

What is your bestselling iCandy product?  

The bestselling iCandy product in Korea is Pip. One of the key reasons is the difference in road conditions between Korea and the UK. In Korea, roads and pavements are generally smooth and even, whereas in the UK there’s a broader variety of surfaces. As a result, Korean parents tend to prefer lightweight and compact travel strollers over larger deluxe models. Pip’s sleek design, smooth manoeuvrability, compact folding system, and premium materials make it perfectly suited to these needs, which is why it has become the bestselling iCandy model in the Korean market. 

The industry is very competitive – how do you stay one step ahead?  

The baby products industry is highly competitive, so iCandy Korea focuses on building long-term brand value rather than short-term sales. We have placed our products in over 20 baby goods stores and more than 13 department stores across Korea to strengthen brand credibility and visibility. 

In addition, we actively participate in baby fairs in Korea. These events allow us to meet customers directly, listen to their feedback and better understand their real needs. By reflecting these insights in our product selection, communication and customer experience, we are able to stay closely connected to the market and remain one step ahead. 

How do you drive traffic and awareness to your store and website?  

We regularly upload iCandy product images on Instagram to maintain brand presence, communicate our premium positioning and engage with our audience. In addition, we collaborate with well-known influencers, which helps increase product exposure and drive awareness among parents. We also recently conducted a photoshoot for the iCandy K line, and we are excited to share the results below! This content will further enhance brand visibility and encourage traffic to both our store and website. 

How does the Korean market differ to the UK? 

As mentioned earlier, the Korean market differs from the UK in terms of everyday environments and purchasing behaviour. In Korea, most sidewalks are paved with smooth asphalt. As a result, parents are less influenced by road conditions and tend to prefer lightweight, compact travel strollers that are easy to use in urban settings. 

In addition, the second-hand market in Korea is very well developed. Many parents choose to purchase full-size pushchairs through second-hand platforms, as they are typically used for a relatively short period and are seen as less cost-effective to buy brand new. After this stage, parents tend to use lightweight and compact strollers for a much longer time, which is why many choose to purchase a brand-new travel stroller at a reasonable price for everyday use. 

What do you think has been the biggest influence on parents when it comes to their pushchair purchasing decisions in the current climate?  

Today, parents prioritise safety, ease of use and long-term value. However, emotional factors also play a significant role. Design, brand trust, and how well a pushchair fits into their daily lifestyle are increasingly important. In terms of design, customers clearly notice the different colours of iCandy products in Korea and the UK. Thanks to iCandy UK, we are able to offer exclusive colourways for the Korean market, which are carefully tailored to Korean parents’ tastes and preferences.

What is your pushchair trend forecast for the next year in terms of design features and functionality?  

Although the birth rate has declined in Korea, parents today are more willing than ever to invest in fewer children and give them the very best. As a result, the future of premium pushchairs like iCandy remains very bright. 

We expect to see continued strong demand for premium pushchairs over the next year. Parents are increasingly looking for products that combine refined design with practical functionality, rather than choosing based on price alone.  

In terms of design, sophisticated aesthetics will remain important, while functionality will focus on ease of use in everyday life. Features such as lightweight yet durable materials, compact and intuitive folding systems, and smooth manoeuvrability will continue to be key factors. Overall, pushchairs that offer both premium quality and real convenience for modern urban parents are likely to lead the market. 

iCandy Korea website:  https://icandykorea.com 

iCandy Korea Instagram: https://www.instagram.com/icandy_korea/