A woman, right, asks to trade pins with a reporter at the speed skating stadium in Milan, Italy, Monday. Korea Times photo by Kim Jin-ju

MILAN — Outside of gold, silver and bronze medals, the hottest commodity at the 2026 Milan Cortina Winter Games may be lapel pins.

Across the athlete village and stadiums, competitors are sporting lanyards weighed down by colorful metal badges. Social media is flooded with "pin haul" videos from athletes worldwide, creating a viral frenzy comparable to the famous "chocolate muffin" craze that swept the 2024 Paris Olympics.

Korean athletes have eagerly joined the trade. Ice dancer Hannah Lim has showcased pins swapped with international competitors online, while snowboarder Yu Seung-eun — fresh off winning bronze in the women's big air — conducted her post-match interviews wearing a necklace heavy with her collection.

Ice dancer Hannah Lim shows off her Olympic pin collection on Instagram, Friday. Captured from Hannah Lim's social media

The trend has spilled over the village walls and into the city streets. Tourists and locals wearing rare or eye-catching pins often find themselves stopped by collectors looking to make a deal. An informal market has emerged, with serious traders demanding three or four standard pins in exchange for a single rare item.

The epicenter of this activity is the Official Olympic Pin Trading Center near Milan Garibaldi Station. Located in a busy district popular with young professionals and tourists, the center serves as the hub for exchanges during the games.

The Official Olympic Pin Trading Center near Milan Garibaldi Station in Italy, Saturday / Korea Times photo by Kim Jin-ju

The center, partnered with the International Olympic Committee (IOC) and Warner Bros. Discovery, features a Looney Tunes theme. Visitors are greeted by pins decorated with the iconic cartoon characters, but the best-sellers are the "day pins" — limited-edition badges with a specific date. On Saturday, the third day of the Games, the "Day 3" pin was prominently displayed.

Limited edition "Day 3" pins are on sale at the Official Pin Trading Center in Milan, Italy, Saturday. Korea Times photo by Kim Jin-ju

Source: Korea Times News