European ARMY are really losing their minds over merch prices as if they don't know the EU has border taxes, VAT, import fees, EORI registration requirements, and a bunch of additional costs that don't exist in the same way in other markets.
Did you honestly think those extra 20% just for VAT were going to come out of the company's pocket?
Comparing EU prices to South Korea doesn't really make sense. South Korea is the home market, where production, distribution, and logistics are much simpler and local for the company.
By that logic, even U.S. merch prices are extremely expensive compared to Korea.