Jordan Brand released a sequel to its Korea-exclusive Air Jordan 3 “Seoul” earlier this week, building on the design of the original pair that debuted in 2018. The original Air Jordan 3 “Seoul” was the brand’s first Korea-specific release and launched as part of Jordan Brand’s 30th anniversary celebration of the Air Jordan 3. It also commemorated the 30th anniversary of the 1988 Seoul Olympic Games.

The standout feature of the original design was the embroidered South Korean flag on the left tongue, marking the first time a country’s flag appeared on an Air Jordan Retro. This detail made the release highly sought after by both South Korean fans and global Jordan collectors. As a result, resale prices have consistently remained above $1,000. A limited women’s-only re-release followed in 2020, further enhancing the shoe’s rarity and status.

Now, in 2025, the Air Jordan 3 “Seoul 2.0” expands on the original with updated design elements, colors, and materials inspired by Korean culture. Like the 2018 release, it features the South Korean flag on the left tongue and “Nike Air” branding on the heel. New additions include traditional Korean blue fabric on the ankle lining, a hairy suede version of the classic elephant print, pre-aged yellowing on the midsole and upper edges, and Korean text embroidered behind the tongue.

Korean text on the inner tongue reads 꿈 (Gguem) and 정 (Jeong). “Gguem,” which means “dream” in Korean, represents aspiration, hope, and the pursuit of something greater, symbolizing the goals that drive individuals forward. “Jeong” is a uniquely Korean concept that describes an emotional bond, a deep sense of affection and connection between people, places, or even objects.

With its cultural storytelling and heritage-driven design, the 2025 Air Jordan 3 “Seoul” is a representation of Korean heritage and Jordan Brand’s global influence.