The H1N1 flu scare is boosting sales of red underwear. Major department stores saw sales of underclothes climb by over 30 percent on-year between Oct. 19 and last Thursday. The increase was more noticeable among consumers in their 20s to 30s at around 50 percent, with red underwear selling especially well.

Kim Eun-hyuk, the manager of the women's fashion marketing team at Lotte Department Store, said, "With the H1N1 flu alert raised to the highest level, more people are buying underwear for their parents to prevent them from catching a cold."

Red underclothes are so popular that they amount to as much as over 60 percent of total sales in the women's underwear section. "Red underwear looks warm and is traditionally said to invite good fortune. That's why it is favored by those in their 50s or over," said Yum Ji-hoon with Hyundai Department Store. "Underwear companies are increasing red items by 70 to 90 percent this month."