Due to historical reservations Koreans hold towards Japanese products—stemming from Japan's brutal occupation of Korea during World War 2 and the decades leading up to it—Japanese cars have traditionally received a lukewarm reception in Korea. For example, Honda is largely ignored there.

However, Korean buyers rank among the most discerning when it comes to high-end luxury products. They make exceptions for Japanese luxury brands like Lexus. In fact, Korea is probably the only country where Lexus outsells Toyota.

As of September 2023, the Lexus ES is the fifth most popular imported car in Korea with 6,087 units. It ranks behind the Mercedes-Benz E-Class (15,539 units), Mercedes-Benz S-Class (8,470 units), Tesla Model Y (6,730 units), and Audi A6 (6,339 units).

Now joining the ranks of such Japanese-brand outliers is Toyota's luxury minivan, the Toyota Alphard. It has rapidly gained the attention and admiration of Korean consumers.

During the mid-2010s, earlier generation Alphard models weren't officially sold by Toyota Korea, which led to the emergence of a lucrative grey market for parallel importers. This trend, however, was disrupted by revised emissions regulations introduced by the Korean government, halting sales of parallel imported Alphards.

Fast-forwarding to today, Toyota Korea has launched the latest AH40 generation 2023 Toyota Alphard, marking the model's official debut in Korea.

Given Toyota's historically subdued presence in Korea, sales expectations for this luxury minivan were modest. These estimates, however, were swiftly overshadowed. Merely 15 days after its launch, over 500 orders for the Alphard were placed, prompting dealers to notify potential buyers of a year-long waiting list.

So, what's behind the Alphard's surge in popularity? Its proven reliable and fuel-efficient 2.5-litre hybrid powertrain.

Both the Hyundai Staria and the Kia Carnival currently lack hybrid models. Conversely, the Alphard available in the Korean market comes exclusively as a 2.5-litre hybrid variant.

The Korean car market is witnessing a surprising shift. As of August 2023, sales of battery EVs have declined by nearly 25 percent from the previous year, while hybrid sales have surged by over 50 percent during the same timeframe.

Despite the imported Toyota Alphard's hefty starting price—almost 100 million Won, or around 40% more than competitors such as the Kia Carnival Hi Limousine and Hyundai Staria Lounge Limousine—it remains a sought-after vehicle.

In anticipation of the growing preference for hybrids, Kia is set to launch a hybrid version of the Kia Carnival in Korea next year.