Korean-style, premium prices: Aesthetic back-to-school craze straining parents’ wallets

KOTTAYAM: As the countdown to the new academic year begins, local school markets are witnessing a distinct shift in student preferences. This year, the spotlight is firmly on Korean-style school bags, a trend heavily driven by students from Class 5 and above.
Characterised by their lightweight design and aesthetic pastel palettes—dominated by blush pinks, sky blues, and soft creams—these imported bags have become the ultimate must-have accessory, particularly among young girls.
However, embracing this global trend comes with a premium. Quality Korean-style backpacks start at ₹900, with high-end premium models stretching up to ₹3,000. For the younger demographic, classic staples featuring beloved characters like Mickey Mouse, the Avengers, Spider-Man, Barbie, and Ben 10 still hold ground.
Interestingly, the back-to-school rush has increasingly moved online. Parents and students are frequently turning to e-commerce platforms to source matching pencil cases, pouches, and specialised stationery that complement the minimalist aesthetic—items that are currently tough to find in brick-and-mortar local stores.

While students are focused on style, parents are facing a harsh economic reality. Retailers report a sharp 15% to 20% increase in school bag prices compared to last year. According to local merchants, ongoing geopolitical tensions in the Middle East have disrupted supply chains, driving up the cost of raw materials and shipping.
"The cost of manufacturing and importing has gone up significantly this year," notes a local vendor. "While kids want the latest trends they see online, parents are definitely feeling the pinch at the billing counter."

Beyond fashion, utility choices are also evolving. With a growing number of schools implementing strict bans on single-use plastics, there is a massive surge in demand for stainless steel water bottles and lunch boxes.
While healthier for the children and better for the environment, this shift is adding another layer to the back-to-school bill, with standard insulated steel bottles currently retailing for up to ₹300 apiece.
As the school gates prepare to open, families are navigating a delicate balance between fulfilling their children's aesthetic wishlists and managing the practical inflation of essential school gear.