Korea Consumer Trend: “Quiet Consumers” and the Silent Spending of the 50+ Generation
Key Trend Summary • In 2025, Korea’s consumer market is witnessing the rise of the “Quiet Consumer,” especially among those aged 50 and above, both pre- and post-retirement. • This group is moving away from conspicuous, status-driven consumption and instead focusing on personal satisfaction and intrinsic value. • Their behavior is marked by reduced social media presence, a preference for no-logo/value-for-money products, and the use of services that emphasize anonymity.Key Characteristics of the
Behind the Bar: The Premium Edge in Consumer Choice
In recent years, the alcohol market has undergone significant changes. People are exploring a wider variety of alcoholic beverages, creating interesting consumption trends. These changes span from traditional favorites like beer, wine, and whiskey to newer types like craft beer and artisanal whiskey. Consumers of varying ages and backgrounds are selecting beverages that suit their unique tastes, which in turn shapes new consumption trends within the market.Differences in Alcohol Choices Based on
Eco-Friendly and Innovative Wine Packaging Trends in South Korea: Meeting Consumer Demand and Regulatory Challenges
South Korea's wine packaging market is witnessing a dynamic transformation, driven by the increasing demand for eco-friendly and innovative packaging solutions. As wine consumption continues to rise in the country, fueled by shifting drinking patterns and a growing middle class, the importance of packaging has become more pronounced. Not only does wine packaging serve to protect and preserve the quality of the product, but it also plays a crucial role in marketing and branding, influencing consu
The Olympic Games: How Major Sports Events Drive Sales of Consumer Goods
Do the Olympic Games drive sales of consumer goods? Yes! The Olympic Games have a unique ability to drive consumer behavior, and during the 2016 Rio Olympics, sales of processed foods, health tonics, and other related products in South Korea surged dramatically.The Olympic Impact on Sales: A Look Back at Rio 2016During the 2016 Rio Olympics, the 12-hour time difference between South Korea and Brazil led to many events being broadcast late at night or early in the morning. This unusual timing had
Adapting to Seasonal Consumer Behavior in South Korea: Opportunities in Food and Beverage Markets
Understanding seasonal consumer behavior in South Korea provides significant opportunities for food and beverage companies to innovate and capture market share. Our recent analysis of consumer patterns during the rainy season and spring months highlights how weather impacts food preferences and buying behaviors, presenting a unique chance for businesses to tailor their offerings.During the monsoon months, traditional comfort foods such as bindaetteok and sujebi see a surge in sales. Bindaetteok
Setting the Stage for Successful Mobile Game Consumer Engagement Testing
At Direct Research Korea, we pride ourselves on our meticulous and consumer-focused approach to market research. One of the key areas we specialize in is Consumer Engagement (CE) testing for mobile games. This blog will take you through a behind-the-scenes look at how we set up and conduct these tests to provide our clients with invaluable insights.The EnvironmentOur CE testing is conducted in a state-of-the-art facility designed to create a comfortable and distraction-free environment for parti
Tradition Meets Trend: Gen Z's New Favorite Spot for Lunar New Year
As Lunar New Year approaches, Seoul's local markets, such as Kyungdong Market in Dongdaemun District and Mangwon Market in Mapo District, have experienced a notable trend in popularity, particularly among younger generations like Gen Z. These markets, traditionally the go-to places for essentials such as rice cakes and fruits for Seollal ceremonies, are now witnessing a vibrant blend of tradition and modernity. This transformation is attributed to the introduction of hip cafes and the resurgence
How Can Shop-Along Research Unlock Valuable Consumer Insights for Your Brand?
In today's rapidly evolving marketplace, understanding the consumer's journey is not just an advantage; it's a necessity. Direct Research Korea stands at the forefront of this exploration, offering an immersive research methodology that brings brands closer to their customers' realities: shop-along research. This hands-on approach not only reveals the intricacies of consumer behavior but also opens a window into the emotional and decision-making processes that drive purchases. Here, we delve int
The MZ Generation in South Korea: Key Consumer Behaviors
In the bustling landscape of South Korea, a unique demographic phenomenon has taken center stage – the MZ Generation. A term uniting Millennials and Generation Z, the MZ Generation constitutes a whopping 32.5% of the population. In this fusion of analog roots and digital prowess, these individuals are redefining consumer behavior and market trends, painting a vibrant mosaic of preferences and values.1. Digital Natives in a Tech Wonderland: Growing up amidst the digital revolution, the MZ Generat
Direct Research Korea Trend Report 2023
The year 2022 has been viewed as the recovery year post the pandemic. With this, there are several changes and trends that have affected the South Korean market. In this report, Direct Research Korea provides the latest trends for the 2022-23 term in the areas of Gaming, Movies, F&B, Luxury Goods, and the Automotive Industry.#directresearchkorea #marketingreseach #koreatrendreport Korea Trend Report 2023
McDonald's is the No. 1 most frequented fast-food restaurant by consumer in South Korea
Our recent survey conducted in South Korea revealed that the global fast-food chain, McDonald's, is the most frequented fast-food restaurant by South Koreans monthly. In the fast-food ecosystem, Mom's Touch, Burger King, Lotteria, and KFC follow suit respectively. The survey was comprised of 825 respondents with the male and female divisions of 71.5% and 28.5% respectively. More than 50% of the respondents were employed, full-time or part-time. Top 4 Most Frequented Fast Food Restaurants:1. Mc
Generation MZ feels stressed about mixed work and private telecommunication during the pandemic
Telecommuting becomes the majority communication method during the COVID-19. The proportion of office workers working for companies that have adopted telecommuting amounts to 26.5 percent, up sharply from a year earlier. The actual number of office workers working at a company that is implementing telecommuting also increased significantly, accounting for 82.6 percent. However, there is a difference between ages in the work environment due to telecommuting. The opinion that telecommuting reduces
[Korean Trends] 2020 hobbies/self-development trend report
Sports/Fitness, Wealth Management/Investment, Language, Cooking on the top ranking. - 30's~40's spend time on wealth management/Investment while 20's do on Language.[Korean Trends] 2020 hobbies/self-development trend report#koreanhobbies #howkoreanspendtheirtime
[Beauty] Gen Z: 2019 Beauty Trend Review in Korea
10/20's beauty trends may vary faster than ever before in Korea. Due to the change in their value and media usage. Here are the whys.Teenagers and twenties are using youtube, facebook, and TV in order as their major media. Social media helps people grow their network in an easy way. They can share their opinion and express emotion via their smartphone any time quick. Also, it helps to learn and feel someone’s experience. We used to learn from books and teachers, but things change. They are repl
[Brand]is ‘Retro’ trend coming to Korea? For whom?
Jay Ahn, Market X Consumer Researcher in Korea.