When you walk through the streets of Seoul, Busan, or Incheon, one thing immediately stands out: nearly every car is white, black, silver, or gray. Unlike countries where red, yellow, or blue cars dominate the roads, South Korea’s streets look almost monochromatic. But why do South Koreans overwhelmingly prefer these “achromatic” shades? The answer lies in a fascinating mix of economics, psychology, culture, and even evolutionary history.
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| Why Are Most Cars in South Korea White, Black, Silver, or Gray? |
South Korea Leads the World in Neutral Car Colors
Global statistics show that South Korea has the highest preference for achromatic cars (white, black, gray, silver) in the world. Back in 2009, Hyundai launched a bold red “Remington Red” Sonata, promoted heavily on TV. The result? Only 0.7% of customers bought it. That same year, 95% of Hyundai-Kia sales were white, black, silver, or gray.
Even when automakers experimented with colorful options like pastel pinks, purples, or bright blues, most buyers returned to the “safe” neutral palette. Even the best-selling Kia Soul in its “Vanilla Shake” color was technically just another soft shade of off-white.
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| Neutral Car Color Preferences by Country |
Economic Reasons: Resale Value Comes First
In South Korea, cars are not just vehicles—they are assets. Neutral colors are easier to resell, while bold colors like red or yellow often lose thousands of won in resale value. Choosing black, white, or silver ensures that the car retains more of its market price when traded in later.
Psychological Factors: Avoiding Unwanted Attention
South Koreans tend to avoid standing out in public. Driving a flashy red or yellow car draws attention, which many people see as undesirable. Instead, they opt for “safe colors” that blend in with the crowd.
At the same time, car colors carry symbolic meanings:
- Black → power, authority, prestige
- White, silver, gray → neutrality, modesty, safety
In this sense, cars reflect not just personal taste but also social identity and status.
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| Car color popularity in South Korea |
Cultural Roots: The “Nation of White Clothes”
Historically, Koreans were often called the “people of white clothes”, as white hanbok was a cultural symbol of purity, modesty, and unity. This preference for neutral tones extends into modern design, from minimalist home interiors to car choices.
Evolutionary Influence: A Northern Heritage
Some researchers believe that the preference for achromatic tones may even be linked to evolutionary adaptation. Many Koreans trace their ancestry to northern regions near Siberia, where human vision evolved to distinguish light and dark contrasts rather than bright tropical colors. This contrasts with countries like India, southern China, or Southeast Asia, where people evolved in colorful, tropical environments and still favor red, yellow, and green cars today.
Will Bright Cars Ever Take Over in Korea?
Despite repeated attempts by carmakers to introduce more vibrant models, South Koreans still gravitate toward muted shades. Even “new” colors are often just variations of gray, white, or beige. For now, it seems unlikely that neon greens or bright reds will dominate Korean highways anytime soon.
South Korea’s love for white, black, silver, and gray cars is not just about fashion or practicality—it’s about history, psychology, economics, and cultural heritage. Whether it’s avoiding resale losses, staying modest in public, or reflecting deep-rooted traditions, neutral cars are here to stay.
So the next time you stroll through the streets of Seoul and wonder why every car looks the same, remember: it’s not just style—it’s identity.
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