South Korea’s chocolate market: Evolving consumer preferences, premiumization, and the rise of global brands
South Korea’s chocolate market is considered mid-sized, influenced by the country’s declining birth rate and the growing trend toward healthier eating habits. Despite these challenges, the market has shown steady growth in recent years, driven by the launch of new products that align with evolving consumer needs and a shift away from mass-produced, sugar-heavy chocolates […]
How Christmas in Korea differs from the West
Christmas in Korea is one of the major holidays of the year, although it’s not celebrated as widely as it is in many Western countries. Observed as a public holiday, it is a blend of a romantic date occasion, a lightly observed religious holiday, and a major urban shopping season. Unlike in countries such as […]
South Korea’s beer market: From somaek culture to premiumization and zero-alcohol growth
South Korea’s beer market was traditionally dominated by a few large domestic manufacturers. However, as Korean consumers become more adventurous and sophisticated in their tastes, demand for greater variety and creativity in beer flavors has risen significantly. According to Bonafide Research, the market is expected to exceed USD 31.28 billion by 2028. Read our Korea […]
South Korea’s travel industry: Exploring novel experiences such as farming and workcations
South Korea’s travel industry has witnessed a significant shift as travelers prioritize unique experience-driven trips over traditional sightseeing. Instead of visiting places simply because they are popular, travelers are seeking – often lesser-known destinations – that align with their lifestyles, such as wellness, food exploration, and nature-based activities. This shift is taking place alongside a […]
The new Korean drinking culture: More low-alcohol drinks and hangover cures
The Korean drinking culture is changing, with young consumers moving away from traditional beer and soju centered gatherings toward lighter, fruitier, and more accessible beverages that better align with their health-conscious lifestyles. This shift is encouraging alcohol brands to develop low-alcohol, zero-sugar options and adopt marketing strategies that resonate with younger audiences. Read our Korea […]
Comparing South Korea’s Hallyu and China’s Guochao
In today’s globalized world, the influence of culture and trends from different countries has become increasingly prominent. Two noteworthy phenomena, Guochao in China and Hallyu from South Korea, have influenced consumption choices of luxury, food and beverages, fragrances, and many other goods and services. Recognizing this influence, many brands have actively embraced and leveraged Guochao […]
The MZ Generation is becoming less trend-sensitive and more self-driven
The MZ Generation (MZ세대), a term used only in South Korea, refers collectively to Millennials (born in the 1980s to early 1990s) and Generation Z (born in the late 1990s to mid 2000s). Unlike in other countries, young consumers are often grouped together. While this grouping doesn’t fully capture the complexities of each generation, they […]
The sports market in South Korea: All brands are hopping on the health-awareness train
Korean consumers, especially those in the MZ Generation, are adopting sports as part of their healthier lifestyles – but with a different mindset than in the past. Previously, consumers associated health with pain, often engaging in strict diets and little physical activity. Today, people perceive health as being a fun experience, reflected in the health […]
The Korean snack market is evolving, challenging legacy brands and opening doors for foreign brands
In 2024, the total snack sales were KRW 1.7 trillion, a slight 0.05% year-over-year decline. Even though the overall industry remains stagnant, performance varied by brand. Private-label snacks dropped 3.2% to KRW 103.3 billion, while “other brands” – those that are new/emerging, limited-edition, and imported – experienced a 0.5% year-over-year growth and make up over […]
Olive Young in South Korea, a health and beauty store leader, goes global
In South Korea, Olive Young is the undisputed health and beauty retailer – not only outperforming Sephora, which eventually left Korea in 2024, but also local retailers owned by beauty giants like Lalavla of GS retail. It has become the go-to beauty store not only among Koreans but also among tourists. In 2024, it recorded […]
How K-pop Demon Hunters collaborations turn fandom into business
Ranking first on Netflix in 41 countries in just one day, K-pop Demon Hunters has achieved remarkable worldwide success. This success has inspired brands across various industries to capitalize on its popularity through creative K-pop Demon Hunters collaborations. By blending Korean culture with animation, storytelling, and cross-industry collaborations, it creates a true global phenomenon. Read […]
How the tea market in South Korea is making a trendy comeback
For centuries, tea was integral to Korean life. It is believed to have been introduced by Buddhist monks who visited China during the sixth and seventh centuries. However, despite its deep roots, the modern tea market experienced long periods of stagnation. As coffee culture expanded from the 2000s onward, tea consumption declined. Now, renewed interest […]