How the MZ Generation is redefining future relationships in South Korea
The MZ Generation (MZ세대) encompasses Millennials and Gen Z, a term specific to Korea. Amid the rapidly aging population and low fertility rate, their demographic influence is not only expanding in proportion to the overall population but is also shaping relationships in ways that impact their interests, desires, and behaviors. This report delves into how […]
South Korea’s funsumers: The increasing demand to make every consumption fun
When purchasing products in South Korea, there are several important criteria to consider, such as price, function, and brand reputation. However, there is an additional factor that is critical – fun – especially among the funsumers (펀슈머). The term “funsumer”, a fusion of the words “fun” and “consumer”, refers to individuals who are not only […]
South Korea’s live commerce market is thriving due to rising demand for “ontact” services
South Korea’s live commerce is becoming a must for business in order to adjust to the changing consumer trends including those of the MZ Generation (MZ세대). Although the share of live commerce in the online shopping market was only about 2% as of 2021, it is expected to keep growing. According to a survey by […]