BASE · Among Gen Z (15-29) | Response in % | Note: ↑ indicates the higher % of this group is statistically significant; same for all below
CROSS-MARKET · GEN ZKR = TARGET
Trust it more
CHINA
28
US
41 ↑
KOREA
26
JAPAN
16
Trust it less
CHINA
38
US
35
KOREA
45 ↑
JAPAN
46 ↑
No change
CHINA
35 ↑
US
24
KOREA
29
JAPAN
38 ↑
Raw data table
China
US
Korea
Japan
Trust it more
28
41 ↑
26
16
Trust it less
38
35
45 ↑
46 ↑
No change
35 ↑
24
29
38 ↑
Observations
US Gen Z shows the highest increase in trust (41%) – significantly higher than all other markets, suggesting either stronger platform engagement or successful rebuilding of trust after previous controversies.
Korea and Japan Gen Z are the most skeptical – 45% and 46% trust social media less, reflecting growing concerns about misinformation, algorithmic manipulation, or platform credibility in these markets.
China Gen Z shows the most balanced sentiment – roughly one-third in each category (28% more, 38% less, 35% no change), indicating divided opinions possibly shaped by diverse platform ecosystems and varying user experiences.
About 1 in 4 US Gen Z report no change, the lowest among all markets, suggesting more dynamic shifts in how young Americans engage with and perceive social platforms.
Q.02
Top Non-Negotiables Amid Rising Prices
What’s the one thing you still won’t compromise on, even if prices rise?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Fashion
CHINA
8
US
10
KOREA
12
JAPAN
6
Beauty
CHINA
12 ↑
US
7
KOREA
10
JAPAN
8
Food
CHINA
34 ↑
US
34 ↑
KOREA
27
JAPAN
38 ↑
Tech / gadgets
CHINA
13
US
9
KOREA
6
JAPAN
7
Experiences (travel, concerts, etc.)
CHINA
8
US
10
KOREA
14
JAPAN
21↑
Healthcare
CHINA
17
US
20 ↑
KOREA
14
JAPAN
15
Alcohol
CHINA
7
US
10 ↑
KOREA
17 ↑
JAPAN
4
Raw data table
China
US
Korea
Japan
Fashion
8
10
12
6
Beauty
12 ↑
7
10
8
Food
34 ↑
34 ↑
27
38 ↑
Tech / gadgets
13
9
6
7
Experiences (travel, concerts, etc.)
8
10
14
21↑
Healthcare
17
20 ↑
14
15
Alcohol
7
10 ↑
17 ↑
4
Observations
Food remains the universal baseline across all markets – 34% in China and US, 38% in Japan – reflecting its fundamental role as both necessity and comfort.
US Gen Z is significantly more protective of healthcare (20%) – nearly double Korea (14%) and higher than Japan (15%), highlighting the precarious nature of US healthcare access and its perceived value.
China Gen Z prioritizes beauty (12%) more than other markets – maintaining aesthetic investment even under economic pressure, consistent with cultural emphasis on appearance and self-presentation.
Japan Gen Z values experiences (21%) – the highest across all markets, suggesting that experiential consumption (travel, concerts) holds deep cultural and emotional significance.
Korea Gen Z holds firm on alcohol (17%) – significantly higher than all other markets.
Q.03
Responses to Rising Prices
When prices go up, what do you do?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Cut back on non-essentials
CHINA
36 ↑
US
28
KOREA
26
JAPAN
31
Look for cheaper alternatives
CHINA
13
US
32 ↑
KOREA
37 ↑
JAPAN
35 ↑
Buy less overall
CHINA
19
US
24 ↑
KOREA
27 ↑
JAPAN
20
No change
CHINA
32 ↑
US
16
KOREA
10
JAPAN
14
Raw data table
China
US
Korea
Japan
Cut back on non-essentials
36 ↑
28
26
31
Look for cheaper alternatives
13
32 ↑
37 ↑
35 ↑
Buy less overall
19
24 ↑
27 ↑
20
No change
32 ↑
16
10
14
Observations
China Gen Z shows the greatest resilience – 32% report no behavior change, double the rate in US (16%) and triple Korea/Japan (10%, 14%), possibly indicating delayed inflation impact, and different spending patterns. China Gen Z also would rather cut down non-essentials (36%) rather than cheaper substitutions – making conditional concessions.
Korea and Japan Gen Z are the most price-reactive, 1 in 3 looking for cheaper alternatives, showing active trading-down behavior in response to economic pressures.
US Gen Z is also shifting behavior – 1 in 3 seeking cheaper alternatives and 1 in 4 buying less overall, indicating widespread adaptation to sustained cost-of-living concerns.
Q.04
Emotional Responses to Economic Tensions
Global conflicts and economic tensions make you feel (such as tariff, trade talks)…
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Anxious
CHINA
8
US
26 ↑
KOREA
27 ↑
JAPAN
36 ↑
Motivated to stay informed
CHINA
52 ↑
US
37
KOREA
40 ↑
JAPAN
33
Numb – it’s too much
CHINA
11
US
12
KOREA
16
JAPAN
14
Indifferent – doesn’t affect me much
CHINA
29 ↑
US
25 ↑
KOREA
17
JAPAN
16
Raw data table
China
US
Korea
Japan
Anxious
8
26 ↑
27 ↑
36 ↑
Motivated to stay informed
52 ↑
37
40 ↑
33
Numb – it’s too much
11
12
16
14
Indifferent – doesn’t affect me much
29 ↑
25 ↑
17
16
Observations
Japan Gen Z is the most anxious (36%) about global conflicts and economic tensions, reflecting Japan's economic vulnerabilities and geopolitical position.
China Gen Z is the most motivated to stay informed (52%) – suggesting a wait-and-see mindset.
China and US Gen Z show relatively higher indifference (29% and 25%) compared to Korea (17%) and Japan (16%), though for potentially different reasons – China may feel insulated by domestic narratives, while US youth may experience information fatigue.
About 1 in 8 to 1 in 6 across all markets feel numb – showing that information overload and emotional exhaustion are universal challenges for young consumers.
Q.05
#1 Financial Priority
What’s your #1 financial priority right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Saving
CHINA
33
US
32
KOREA
33
JAPAN
34
Paying off debt
CHINA
3
US
9
KOREA
6
JAPAN
6
Investing
CHINA
14
US
16
KOREA
24 ↑
JAPAN
15
Spending on things that bring joy
CHINA
40 ↑
US
18
KOREA
25
JAPAN
33
Supporting family
CHINA
9
US
25 ↑
KOREA
12
JAPAN
12
Raw data table
China
US
Korea
Japan
Saving
33
32
33
34
Paying off debt
3
9
6
6
Investing
14
16
24 ↑
15
Spending on things that bring joy
40 ↑
18
25
33
Supporting family
9
25 ↑
12
12
Observations
Saving is remarkably consistent across all markets – 1 in 3 prioritize saving – showing a universal baseline of financial caution among Gen Z globally.
Chinese Gen Z distinctively prioritizes spending on things that bring joy (40%), a lifestyle-first mindset even amid uncertainty.
US Gen Z uniquely prioritizes supporting family (25%). This could reflect an independent and family-oriented culture, as well as the high cost of living in the US for Gen Z (childcare, healthcare, etc.).
Korean Gen Z is the most investment-focused (24%), indicating stronger belief in wealth-building through markets despite economic headwinds.
Q.06
What Feels Like Luxury
What feels like luxury to you these days?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Eating out
CHINA
6
US
16 ↑
KOREA
10
JAPAN
16
Traveling
CHINA
14
US
19
KOREA
22
JAPAN
34 ↑
Time off
CHINA
9
US
13
KOREA
10
JAPAN
12
Having no financial anxiety
CHINA
27 ↑
US
27 ↑
KOREA
15
JAPAN
20
High-quality basics (clothes, skincare, tech)
CHINA
44 ↑
US
25 ↑
KOREA
43 ↑
JAPAN
19
Raw data table
China
US
Korea
Japan
Eating out
6
16 ↑
10
16
Traveling
14
19
22
34 ↑
Time off
9
13
10
12
Having no financial anxiety
27 ↑
27 ↑
15
20
High-quality basics (clothes, skincare, tech)
44 ↑
25 ↑
43 ↑
19
Observations
High-quality basics feel like luxury to China (44%) and Korea (43%) – elevated everyday essentials represent aspiration in these markets.
Japan Gen Z uniquely values travel as luxury (34%), possibly reflecting pent-up desire for experiences after economic stagnation – this aligns with experiences being their non-negotiables.
Having no financial anxiety is the ultimate luxury for China and US Gen Z (27% each) – significantly higher than Korea (15%), revealing that psychological peace around money feels increasingly unattainable.
Q.07
Sentiment About Financial Future
How optimistic are you about your financial future?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Very optimistic
CHINA
38 ↑
US
39 ↑
KOREA
20
JAPAN
12
Cautiously hopeful
CHINA
24
US
29
KOREA
27
JAPAN
35 ↑
Neutral
CHINA
33
US
22
KOREA
33
JAPAN
26
Pessimistic
CHINA
5
US
10
KOREA
20 ↑
JAPAN
26 ↑
Raw data table
China
US
Korea
Japan
Very optimistic
38 ↑
39 ↑
20
12
Cautiously hopeful
24
29
27
35 ↑
Neutral
33
22
33
26
Pessimistic
5
10
20 ↑
26 ↑
Observations
China and US Gen Z are the most optimistic.
Japan Gen Z is the most pessimistic (26%) – significantly higher than all other markets, reflecting decades of economic stagnation and limited growth prospects.
Korea Gen Z shows a concerning 1 in 5 pessimistic (20%), combined with 33% neutral, suggesting cautious skepticism about economic mobility.
Within optimism, there are differences – US and China lead in "very optimistic," while Japan leads in "cautiously hopeful (35%)," showing more hedged expectations.
Q.08
What's Most Important in a Job
What’s most important in a job today for you?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Stability & benefits
CHINA
28
US
29
KOREA
30
JAPAN
28
Flexibility & freedom
CHINA
24
US
21
KOREA
20
JAPAN
26 ↑
Mission & purpose
CHINA
10
US
20 ↑
KOREA
10
JAPAN
14
Salary & growth potential
CHINA
38 ↑
US
31
KOREA
39 ↑
JAPAN
32
Raw data table
China
US
Korea
Japan
Stability & benefits
28
29
30
28
Flexibility & freedom
24
21
20
26 ↑
Mission & purpose
10
20 ↑
10
14
Salary & growth potential
38 ↑
31
39 ↑
32
Observations
Stability & benefits is the consistent across all 4 markets.
Key distinctions are in Mission and purpose, uniquely pursued by US Gen Z vs. Salary and growth potential – prioritized by China and Korea Gen Z, pragmatic focus on financial advancement and career trajectory.
Overall Gen Z in US show more balanced values in what they pursue in a job. Gen Z in Asia are more driven by practicality / lifestyle rather than ideology.
Q.09
Views on GLP-1 Medication for Weight Loss
Which statement comes closest to your view on GLP-1 medication for weight loss (e.g., Ozempic, Zepbound, Wegovy)?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
They are changing body standards
CHINA
17 ↑
US
15
KOREA
12
JAPAN
10
They are mainly a health solution
CHINA
19 ↑
US
17
KOREA
19 ↑
JAPAN
14
They create unhealthy pressure to be skinny
CHINA
20
US
24
KOREA
25
JAPAN
22
They don’t really affect society
CHINA
9
US
10
KOREA
10
JAPAN
8
The perspective that skinny is more beautiful is back
CHINA
8
US
18 ↑
KOREA
13
JAPAN
10
Not familiar enough to say
CHINA
27 ↑
US
17
KOREA
20
JAPAN
35 ↑
Raw data table
China
US
Korea
Japan
They are changing body standards
17 ↑
15
12
10
They are mainly a health solution
19 ↑
17
19 ↑
14
They create unhealthy pressure to be skinny
20
24
25
22
They don’t really affect society
9
10
10
8
The perspective that skinny is more beautiful is back
8
18 ↑
13
10
Not familiar enough to say
27 ↑
17
20
35 ↑
Observations
Significantly more China and Japan Gen Z are less familiar to this topic.
Most Gen Z across 4 markets agree GLP-1 meds somehow impact the society one way or the other.
Almost 1 in 2 US Gen Z and over 1 in 3 Korea Gen Z see it impacting their society negatively
Q.10
Alternative Finance & Cryptocurrency
What do you think best describes why people are turning to alternative ways of making or managing money (such BitCoin, Etherium, etc.)?
Again, China and Japan show highest humility / lowest familiarity among 4 markets.
Across markets, most Gen Z don’t see alternative finance as a lack of faith in conventional / institutional finance system (across markets <20%). Instead, they see this trend as people’s positive / optimistic response to what’s offered in the financial market (20%-31%).
Nearly 2 in 10 US Gen Z cite social media influence, showing the power of crypto influencers and viral investment content in American digital culture
Q.11
Biggest Long-Term Threat to Humanity
What do you think poses the biggest long-term threat to humanity?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Climate and environmental collapse
CHINA
24 ↑
US
19
KOREA
21
JAPAN
21
War or geopolitical conflict
CHINA
24 ↑
US
22 ↑
KOREA
17
JAPAN
28 ↑
Technology or AI risks
CHINA
14
US
18
KOREA
21 ↑
JAPAN
17
Economic system failure
CHINA
13
US
13
KOREA
21 ↑
JAPAN
14
Individuals who abuse their power (political, wealth, or technological, etc.)
CHINA
18 ↑
US
21 ↑
KOREA
16
JAPAN
13
I don’t believe there is a major threat
CHINA
7
US
8
KOREA
4
JAPAN
7
Raw data table
China
US
Korea
Japan
Climate and environmental collapse
24 ↑
19
21
21
War or geopolitical conflict
24 ↑
22 ↑
17
28 ↑
Technology or AI risks
14
18
21 ↑
17
Economic system failure
13
13
21 ↑
14
Individuals who abuse their power (political, wealth, or technological, etc.)
18 ↑
21 ↑
16
13
I don’t believe there is a major threat
7
8
4
7
Observations
Over 90% Gen Z in each market acknowledges there is long-term threat to humanity. Geopolitics and concentrated authority ranked consistently highest / high across 4 markets.
Additionally, Gen Z in Asia see climate change as a big threat.
And Korea Gen Z see technology and economic system as the biggest threat, showing real anxieties about automation and systemic economic vulnerabilities.
Q.12
Online Male Role Models & "Masculinity" Content
Which best describes how you feel about online male role models and “masculinity” content?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
I welcome it – the society needs views like this to be more balanced
CHINA
22 ↑
US
18
KOREA
7
JAPAN
12
They provide useful guidance
CHINA
28 ↑
US
25
KOREA
18
JAPAN
17
Some are positive, some are harmful
CHINA
31
US
35
KOREA
43 ↑
JAPAN
39
They promote unhealthy values
CHINA
5
US
9
KOREA
12
JAPAN
6
I avoid this kind of content
CHINA
1
US
5
KOREA
5
JAPAN
5
Not familiar with it
CHINA
13 ↑
US
7
KOREA
16 ↑
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
I welcome it – the society needs views like this to be more balanced
22 ↑
18
7
12
They provide useful guidance
28 ↑
25
18
17
Some are positive, some are harmful
31
35
43 ↑
39
They promote unhealthy values
5
9
12
6
I avoid this kind of content
1
5
5
5
Not familiar with it
13 ↑
7
16 ↑
23 ↑
Observations
Very few Gen Z would avoid such content (the algorithm has successfully surfaced it), and most of them are familiar with it.
Among those who are familiar, 3 or 4 in 10 holds a balanced view, highest in Korea, while most of them see it positively, particularly among China Gen Z, suggesting these perspectives fill a perceived gap in cultural discourse.
Japan Gen Z has low familiarity – either less algorithmic promotion or less cultural resonance of these creators.
Q.13
Experience of Being Single
Which best reflects how people your age experience being single today?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
More freedom and independence
CHINA
34 ↑
US
29
KOREA
34 ↑
JAPAN
27
Emotional needs are harder to meet
CHINA
11
US
16 ↑
KOREA
12
JAPAN
9
Less social pressure than before
CHINA
12
US
8
KOREA
14
JAPAN
12
More loneliness
CHINA
6
US
13
KOREA
11
JAPAN
13
A normal way of living – no better or worse than having a spouse
CHINA
28 ↑
US
26
KOREA
22
JAPAN
24
I’m not sure
CHINA
9
US
8
KOREA
7
JAPAN
13
Raw data table
China
US
Korea
Japan
More freedom and independence
34 ↑
29
34 ↑
27
Emotional needs are harder to meet
11
16 ↑
12
9
Less social pressure than before
12
8
14
12
More loneliness
6
13
11
13
A normal way of living – no better or worse than having a spouse
28 ↑
26
22
24
I’m not sure
9
8
7
13
Observations
Across markets, most Gen Z sees singledom as a positive or normal lifestyle, particularly in China and Korea.
Significantly more US Gen Z recognize the negative side of navigating single life, although a lower proportion compared to more positive views.
Q.14
AI Impact on Jobs (Next 3 Years)
What do you think AI will mostly do to jobs in the next 3 years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Create more jobs than it replaces
CHINA
19 ↑
US
23 ↑
KOREA
16
JAPAN
15
Replace many existing jobs
CHINA
14
US
24 ↑
KOREA
35 ↑
JAPAN
26 ↑
Change how most jobs are done
CHINA
31 ↑
US
25
KOREA
25
JAPAN
21
Mostly affect certain industries only
CHINA
21
US
19
KOREA
16
JAPAN
21
Still too early to tell
CHINA
14 ↑
US
9
KOREA
8
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Create more jobs than it replaces
19 ↑
23 ↑
16
15
Replace many existing jobs
14
24 ↑
35 ↑
26 ↑
Change how most jobs are done
31 ↑
25
25
21
Mostly affect certain industries only
21
19
16
21
Still too early to tell
14 ↑
9
8
16 ↑
Observations
China and Japan Gen Z continue to be most cautions when predicting future impact.
Korea Gen Z shows a most pessimistic view towards AI – 1 in 3 believes AI may replace job – consistent with their prediction of AI being the biggest threat to humanity.
China Gen Z appears to be most optimistic about AI – about 1.4 in 10 see it as a threat to their future jobs – also reflecting their belief in adaptation rather than displacement.
US Gen Z is split between job creation and replacement, showing divided opinions on whether AI is net positive or negative for employment.
Q.15
Views of Ultra-Rich Individuals
Which statement comes closest to your view of ultra-rich individuals?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
They deserve their wealth
CHINA
17
US
19
KOREA
21
JAPAN
14
They should contribute more to society
CHINA
31 ↑
US
38 ↑
KOREA
28
JAPAN
29
Their wealth is a sign of system imbalance
CHINA
17
US
18
KOREA
17
JAPAN
16
Their wealth is a result of innovation
CHINA
21 ↑
US
16
KOREA
19
JAPAN
17
I don’t have strong feelings
CHINA
14 ↑
US
9
KOREA
15 ↑
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
They deserve their wealth
17
19
21
14
They should contribute more to society
31 ↑
38 ↑
28
29
Their wealth is a sign of system imbalance
17
18
17
16
Their wealth is a result of innovation
21 ↑
16
19
17
I don’t have strong feelings
14 ↑
9
15 ↑
23 ↑
Observations
Globally, Gen Z believes ultra-rich individuals should give more to the society (about 1 in 3, particularly in China and US).
The rest of opinions are divided among acceptance, disappointment with the social/financial system, an outcome of innovation, or feeling distant to this topic.
Significantly more China Gen Z is more likely to see their wealth as an outcome of innovation – showing acceptance of tech entrepreneurship narratives or wealth creation.
Q.16
Global Institutions Focus
What should global institutions focus on most right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Human wellbeing and basic needs
CHINA
15 ↑
US
28 ↑
KOREA
16 ↑
JAPAN
11
Economic stability and growth
CHINA
30
US
28
KOREA
31
JAPAN
29
Climate and environmental protection
CHINA
20 ↑
US
19
KOREA
21 ↑
JAPAN
13
Peace and conflict prevention
CHINA
28
US
21
KOREA
26
JAPAN
36 ↑
I don’t trust global institutions
CHINA
7
US
4
KOREA
6
JAPAN
12
Raw data table
China
US
Korea
Japan
Human wellbeing and basic needs
15 ↑
28 ↑
16 ↑
11
Economic stability and growth
30
28
31
29
Climate and environmental protection
20 ↑
19
21 ↑
13
Peace and conflict prevention
28
21
26
36 ↑
I don’t trust global institutions
7
4
6
12
Observations
The majority of Gen Z globally hasn’t lost faith in global institutions.
US Gen Z prioritizes human wellbeing and basic needs – showing more humanitarian-focused global outlook – as important as economic security, which ranks top priority among China and Korea Gen Z.
Japan Gen Z prioritizes geopolitical stability among all aspects.
Q.17
What Will Define Global Pop Culture
What will most define global pop culture in the next few years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
CHINA
12
US
28 ↑
KOREA
21 ↑
JAPAN
17
AI-created and AI-assisted content (music, visuals, stories)
CHINA
32 ↑
US
20
KOREA
28 ↑
JAPAN
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
CHINA
17 ↑
US
9
KOREA
7
JAPAN
6
Streaming entertainment (film, TV, K-content, global series)
CHINA
10
US
17 ↑
KOREA
21 ↑
JAPAN
16
Musica scenes and fan communities
CHINA
4
US
7
KOREA
8
JAPAN
14 ↑
Fashion, design, and visual aesthetics
CHINA
11
US
11
KOREA
8
JAPAN
7
I don’t have a strong opinion on this
CHINA
14 ↑
US
9
KOREA
7
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
12
28 ↑
21 ↑
17
AI-created and AI-assisted content (music, visuals, stories)
32 ↑
20
28 ↑
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
17 ↑
9
7
6
Streaming entertainment (film, TV, K-content, global series)
10
17 ↑
21 ↑
16
Musica scenes and fan communities
4
7
8
14 ↑
Fashion, design, and visual aesthetics
11
11
8
7
I don’t have a strong opinion on this
14 ↑
9
7
16 ↑
Observations
Globally, AI content is consistently seen as a top force defining pop culture
Particularly among China Gen Z who believes AI-created content will dominate, showing China’s aggressive AI development and cultural openness to synthetic content
US Gen Z sees creator-led platforms as most influential. This reflects the dominance of American creator economy
US and Korea Gen Z values both AI content and streaming entertainment, which shows their position as tech innovator and cultural content exporter in both markets
Q.18
Job Market Advantage
In today's job market, what can give people the greatest advantage?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Having the right degree / diploma
CHINA
8
US
13 ↑
KOREA
12
JAPAN
14
Having strong, up-to-date skills
CHINA
20
US
25 ↑
KOREA
18
JAPAN
22
Having the right connections
CHINA
22 ↑
US
20 ↑
KOREA
12
JAPAN
16
Having proven experience
CHINA
18
US
20
KOREA
23 ↑
JAPAN
20
Knowing how to embrace AI at work
CHINA
21 ↑
US
11
KOREA
20 ↑
JAPAN
11
It depends on the field
CHINA
9
US
11
KOREA
15 ↑
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Having the right degree / diploma
8
13 ↑
12
14
Having strong, up-to-date skills
20
25 ↑
18
22
Having the right connections
22 ↑
20 ↑
12
16
Having proven experience
18
20
23 ↑
20
Knowing how to embrace AI at work
21 ↑
11
20 ↑
11
It depends on the field
9
11
15 ↑
16 ↑
Observations
Across 4 markets, degree/diploma is seen as least important giving people the advantage in starting / changing career – a universal shift away from credentialism towards demonstrated capabilities.
China Gen Z equally holds on to both tradition (connections) as well as the latest technology.
US and Japan Gen Z appear to be most old-school – still believing skills, connections and experience.
Korea (and China) Gen Z are quick to adapt to the latest development – AI/Tech and related experience – a more nuanced, context-dependent view of success factors.
Section
Values and Mindsets
South Korea
Q.19
Value Statements
Below are some descriptions about how people feel about life or lifestyle. How much do you agree or disagree with each description?
BASE · Among Gen Z (15-29) | Response in % | Top 2 Box (Strongly agree or Agree)
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Stability vs. new excitement Stability is more important than new excitement for me
24W1
63
24W2
65
25W1
68
25W2
71 ↑
▲ 3
Risk-taking I’d rather take a risk than missing out on a good opportunity
24W1
49
24W2
49
25W1
45
25W2
49
▲ 4
Wellbeing I actively care for my mental and emotional health
24W1
71
24W2
72
25W1
71
25W2
73
▲ 2
Material stability It’s my first priority to maintain material stability in my life
24W1
72
24W2
71
25W1
73
25W2
76 ↑
▲ 3
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
24W1
52
24W2
45
25W1
55
25W2
65 ↑
▲ 10
Relationship I actively build meaningful, supportive relationships
24W1
63
24W2
62
25W1
71 ↑
25W2
77 ↑
▲ 6
Fit in I prefer to fit in (rather than stand out)
24W1
66
24W2
64
25W1
76 ↑
25W2
76 ↑
0
Authenticity I strive to be true to myself, embracing both strengths and flaws
24W1
67
24W2
67
25W1
65
25W2
73 ↑
▲ 8
Fulfilling work I get personal satisfaction from my job / school work
24W1
58
24W2
52
25W1
56
25W2
62 ↑
▲ 6
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
24W1
73
24W2
69
25W1
71
25W2
74
▲ 3
Ambition I am focused on success and actively pursue success in my personal and professional life
24W1
59
24W2
56
25W1
67 ↑
25W2
71 ↑
▲ 4
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
24W1
62
24W2
57
25W1
62
25W2
59
▼ 3
Success I set small goals for myself, instead of pursuing grand success defined by social norms
24W1
55
24W2
54
25W1
60
25W2
64 ↑
▲ 4
Curiosity I believe curiosity is critical to continue to grow as a person
24W1
79 ↑
24W2
75
25W1
74
25W2
76
▲ 2
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
24W1
52
24W2
55
25W1
55
25W2
65 ↑
▲ 10
Fun Having fun is the most important aspect of life – live in the moment
24W1
77
24W2
74
25W1
75
25W2
74
▼ 1
New excitement I constantly seek activities or things that’ll bring new excitement to my life
24W1
55
24W2
53
25W1
53
25W2
59 ↑
▲ 6
Outdoor I try to get outdoors as much as possible
24W1
49
24W2
49
25W1
45
25W2
57 ↑
▲ 12
Looking good It’s important for me to look attractive and appealing
24W1
76
24W2
71
25W1
74
25W2
73
▼ 1
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
24W1
39
24W2
40
25W1
42
25W2
48 ↑
▲ 6
Raw data table
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
63
65
68
71 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
49
49
45
49
Wellbeing I actively care for my mental and emotional health
71
72
71
73
Material stability It’s my first priority to maintain material stability in my life
72
71
73
76 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
52
45
55
65 ↑
Relationship I actively build meaningful, supportive relationships
63
62
71 ↑
77 ↑
Fit in I prefer to fit in (rather than stand out)
66
64
76 ↑
76 ↑
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
67
67
65
73 ↑
Fulfilling work I get personal satisfaction from my job / school work
58
52
56
62 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
73
69
71
74
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
59
56
67 ↑
71 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
62
57
62
59
Success I set small goals for myself, instead of pursuing grand success defined by social norms
55
54
60
64 ↑
Curiosity I believe curiosity is critical to continue to grow as a person
79 ↑
75
74
76
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
52
55
55
65 ↑
Fun Having fun is the most important aspect of life – live in the moment
77
74
75
74
New excitement I constantly seek activities or things that’ll bring new excitement to my life
55
53
53
59 ↑
Outdoor I try to get outdoors as much as possible
49
49
45
57 ↑
Looking good It’s important for me to look attractive and appealing
76
71
74
73
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
39
40
42
48 ↑
Observations
Similar with US Gen Z, Korean Gen Z show strong surge in the sense of belonging. Growth in this aspect has solidified after consecutive increases. For a culture often associated with individualistic academic and career competition, this is a significant signal.
Other areas that showed significant growth are around Success, Ambition (consecutive increases of 2 waves), Fulfilling work, and Financial security, together with the relatively lower scores on “Lying flat” (compared with China and US markets), reflecting the structurally ambitious Korean Gen Z (willing to give up on dating, marriage, and children).
Additionally, we see more Korean Gen Z seeking fun, energy and excitement among Korean Gen Z, captured by the significant growth in New excitement, Outdoor appeal and Being an early adopter.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Having autonomy and doing things that I enjoy in work or life
24W1
-
24W2
45
25W1
52 ↑
25W2
46
▼ 6
Constant personal growths, in work or life (new skills, better overall condition)
24W1
-
24W2
37
25W1
40
25W2
41
▲ 1
Being happy with who I am
24W1
-
24W2
45 ↑
25W1
36
25W2
37
▲ 1
Self-reliance or independence
24W1
-
24W2
47 ↑
25W1
40 ↑
25W2
33
▼ 7
Achieving happiness despite things don’t always go the way I want
24W1
-
24W2
27
25W1
29
25W2
32 ↑
▲ 3
Achieving personal fulfillment from work / school
24W1
-
24W2
38 ↑
25W1
38 ↑
25W2
32
▼ 6
Achieving tangible, measurable goals
24W1
-
24W2
28
25W1
26
25W2
28
▲ 2
Making a positive impact in the world
24W1
-
24W2
14
25W1
22 ↑
25W2
28 ↑
▲ 6
Building strong relationships, creating community
24W1
-
24W2
19
25W1
16
25W2
21 ↑
▲ 5
Raw data table
24W1
24W2
25W1
25W2
Having autonomy and doing things that I enjoy in work or life
-
45
52 ↑
46
Constant personal growths, in work or life (new skills, better overall condition)
-
37
40
41
Being happy with who I am
-
45 ↑
36
37
Self-reliance or independence
-
47 ↑
40 ↑
33
Achieving happiness despite things don’t always go the way I want
-
27
29
32 ↑
Achieving personal fulfillment from work / school
-
38 ↑
38 ↑
32
Achieving tangible, measurable goals
-
28
26
28
Making a positive impact in the world
-
14
22 ↑
28 ↑
Building strong relationships, creating community
-
19
16
21 ↑
Observations
Below are some descriptions of what success could look like. Can you please choose 3 descriptions that can best describe your view of success?
Top success worldviews are still defined by autonomy and personal growth – very similar with Chinese Gen Z and in contrast with US Gen Z (being happy with who I am & community).
We see some Gen Z moved away from goal-oriented and leaning to happiness-oriented success view – now equal amount of Gen Z hold these two contrastive views.
The significant drop in Self-reliance and significant increase in Building community may signal a potential shift where Korean Gen Z view success as relational and collective, not just personal.
This is coherent with the steady increase in Making a positive impact in the world – the strongest upward trajectory among all items – an interesting shift where success has traditionally been framed in individual and economic terms.
Q.21
Topics Following Regularly
What topics have you followed the most in the past 6 months?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Latest cultural, fashion trends
24W1
37 ↑
24W2
32
25W1
37 ↑
25W2
30
▼ 7
Work/life balance
24W1
31 ↑
24W2
29 ↑
25W1
27
25W2
24
▼ 3
AI/future technologies
24W1
20
24W2
21
25W1
24 ↑
25W2
24 ↑
0
Stock market
24W1
23
24W2
26
25W1
21
25W2
22
▲ 1
Healthy, active lifestyle
24W1
20
24W2
23
25W1
22
25W2
21
▼ 1
Mental wellness
24W1
19
24W2
22
25W1
22
25W2
21
▼ 1
Continued learning
24W1
19
24W2
17
25W1
20
25W2
21
▲ 1
Travel / latest visa policies
24W1
20
24W2
22
25W1
22
25W2
20
▼ 2
Celebrities / famous business people
24W1
20 ↑
24W2
15
25W1
17
25W2
17
0
Trendy / new brands and brand events
24W1
17
24W2
17
25W1
17
25W2
16
▼ 1
Domestic sports event
24W1
21 ↑
24W2
19
25W1
17
25W2
14
▼ 3
International sports event
24W1
15
24W2
18 ↑
25W1
13
25W2
12
▼ 1
Currency exchange rates
24W1
7
24W2
10
25W1
8
25W2
12 ↑
▲ 4
International financial situation
24W1
-
24W2
-
25W1
11
25W2
12
▲ 1
International events
24W1
9
24W2
8
25W1
7
25W2
11 ↑
▲ 4
Life, lifestyle related with being single
24W1
11
24W2
13
25W1
11
25W2
11
0
Niche (passion/interest) communities and events
24W1
9
24W2
8
25W1
7
25W2
10
▲ 3
Environmental policies and initiatives / Global warming
Casual, leisure topics like culture/fashion trends and work-life balance show significant downward trends, and similar for lifestyle topics like celebrity, sports.
The fact that culture/fashion trends still is the most follow topic shows the importance of K-culture as both identity and industry for Korean Gen Z – tied to Korea’s soft power and consumer culture as well.
However, attention to more lifestyle topics got redistributed to topics like AI, international currency, and international events.
Attention to AI topics seems to be relatively muted compared to Chinese Gen Z, but the steady growth trend suggests it’s becoming an increasingly unavoidable topic.
The domestic political chaos in Korea prompted Korean Gen Z to be more attuned to the country’s vulnerability and global standing – in this wave they appear to be more alert to global / financial situation.
Q.22
Words to Describe the Past 6 Months
If you can use 3 words or phrases to describe the past 6 months – it could be your feelings or your perspectives for the society, what words would you use?
BASE · Among Gen Z (15-29) | 3 Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Positive
24W1
57
24W2
54
25W1
52
25W2
65 ↑
▲ 13
Happy / joyful
24W1
18
24W2
15
25W1
15
25W2
20 ↑
▲ 5
Peaceful / Chill / Relaxed
24W1
16
24W2
18 ↑
25W1
14
25W2
18 ↑
▲ 4
Content
24W1
12
24W2
13
25W1
10
25W2
17 ↑
▲ 7
Hopeful / optimistic
24W1
12
24W2
11
25W1
10
25W2
17 ↑
▲ 7
Fun
24W1
9
24W2
11
25W1
11
25W2
15 ↑
▲ 4
Energetic
24W1
6
24W2
4
25W1
5
25W2
12 ↑
▲ 7
Exciting / Excited
24W1
9
24W2
9
25W1
9
25W2
11
▲ 2
Adventurous / brave
24W1
9
24W2
6
25W1
8
25W2
11 ↑
▲ 3
Thankful
24W1
6
24W2
7
25W1
8
25W2
8
0
Encouraged
24W1
7
24W2
6
25W1
7
25W2
9
▲ 2
Negative
24W1
72 ↑
24W2
70 ↑
25W1
73 ↑
25W2
59
▼ 14
Worried / Anxious
24W1
24
24W2
26 ↑
25W1
27 ↑
25W2
20
▼ 7
Exhausted / Tired
24W1
28 ↑
24W2
25 ↑
25W1
24 ↑
25W2
18
▼ 6
Stressful
24W1
24 ↑
24W2
19
25W1
25 ↑
25W2
16
▼ 9
Lost / Confused
24W1
12
24W2
14
25W1
13
25W2
12
▼ 1
Helpless
24W1
9
24W2
12
25W1
13 ↑
25W2
9
▼ 4
Depressed / Sad
24W1
12 ↑
24W2
10
25W1
10
25W2
8
▼ 2
Disappointed
24W1
7
24W2
6
25W1
8
25W2
8
0
Lonely
24W1
6
24W2
6
25W1
4
25W2
5
▲ 1
Numb
24W1
5
24W2
8 ↑
25W1
8 ↑
25W2
5
▼ 3
Angry
24W1
3
24W2
4
25W1
5
25W2
4
▼ 1
Defeated
24W1
3
24W2
4
25W1
4
25W2
3
▼ 1
Neutral
24W1
50 ↑
24W2
52 ↑
25W1
50 ↑
25W2
43
▼ 7
Uncertain
24W1
21
24W2
18
25W1
20
25W2
17
▼ 3
Routine
24W1
18
24W2
25 ↑
25W1
21
25W2
16
▼ 5
Eventful
24W1
17
24W2
16
25W1
16
25W2
16
0
Detached / unengaged
24W1
5
24W2
5
25W1
4
25W2
5
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Positive
57
54
52
65 ↑
Happy / joyful
18
15
15
20 ↑
Peaceful / Chill / Relaxed
16
18 ↑
14
18 ↑
Content
12
13
10
17 ↑
Hopeful / optimistic
12
11
10
17 ↑
Fun
9
11
11
15 ↑
Energetic
6
4
5
12 ↑
Exciting / Excited
9
9
9
11
Adventurous / brave
9
6
8
11 ↑
Thankful
6
7
8
8
Encouraged
7
6
7
9
Negative
72 ↑
70 ↑
73 ↑
59
Worried / Anxious
24
26 ↑
27 ↑
20
Exhausted / Tired
28 ↑
25 ↑
24 ↑
18
Stressful
24 ↑
19
25 ↑
16
Lost / Confused
12
14
13
12
Helpless
9
12
13 ↑
9
Depressed / Sad
12 ↑
10
10
8
Disappointed
7
6
8
8
Lonely
6
6
4
5
Numb
5
8 ↑
8 ↑
5
Angry
3
4
5
4
Defeated
3
4
4
3
Neutral
50 ↑
52 ↑
50 ↑
43
Uncertain
21
18
20
17
Routine
18
25 ↑
21
16
Eventful
17
16
16
16
Detached / unengaged
5
5
4
5
Observations
By far the most dramatic change in the entire dataset.
Positive sentiment surged from a range of 52-57% across three waves to 65% this wave. It is not one emotion lifting but the entire positive register moving together. It’s worth observing to see whether the growth continues, holds flat, or drops back to levels of previous waves.
Negative sentiment at the same time falls sharply in this wave. Negative emotions reflecting a stressed, checked-out perspective have dropped significantly (worried, exhausted, stressed).
Neutral sentiment is compressing as well, if not a downward trend.
This drastic mood change signals an emotional release of Gen Z. This could be an effect of at the beginning of the year and people tend to be more hopeful or optimistic.
Q.23
One thing that is going well / badly (new question in 25W2)
On top of your mind, what is going well in your life right now? And what is not going well in your life right now? · What is going well now? · What is not going well?
BASE · Among Gen Z (15-29) | Single answer | Response in %
GENERATIONAL BREAKDOWN · SOUTH KOREAZ · M · X
Relationship with family
GEN Z
14
MILLENNIAL
14
GEN X
20
Friendship / social connections
GEN Z
9 ↑
MILLENNIAL
3
GEN X
1
Physical health
GEN Z
8
MILLENNIAL
8
GEN X
7
Overall sense of fulfilment
GEN Z
7
MILLENNIAL
8
GEN X
18 ↑
Mental health
GEN Z
7
MILLENNIAL
6
GEN X
5
Income stability
GEN Z
7
MILLENNIAL
9
GEN X
9
Relationship with digital devices / social media
GEN Z
7
MILLENNIAL
3
GEN X
8
Exercise / physical activity habits
GEN Z
7
MILLENNIAL
10 ↑
GEN X
5
Work-life balance
GEN Z
7
MILLENNIAL
8
GEN X
5
Ability to plan for the future
GEN Z
6
MILLENNIAL
5
GEN X
3
School / education
GEN Z
5 ↑
MILLENNIAL
1
GEN X
-
Cost of living / daily expenses
GEN Z
5
MILLENNIAL
7
GEN X
7
Work / career
GEN Z
4
MILLENNIAL
7
GEN X
4
Everything
GEN Z
4
MILLENNIAL
6
GEN X
3
Housing situation
GEN Z
3
MILLENNIAL
4
GEN X
5
GENERATIONAL BREAKDOWN · SOUTH KOREAZ · M · X
Income stability
GEN Z
13
MILLENNIAL
16
GEN X
14
Ability to plan for the future
GEN Z
12
MILLENNIAL
9
GEN X
5
Mental health
GEN Z
10
MILLENNIAL
6
GEN X
4
Cost of living / daily expenses
GEN Z
9
MILLENNIAL
12
GEN X
9
Exercise / physical activity habits
GEN Z
7
MILLENNIAL
7
GEN X
4
Work / career
GEN Z
7
MILLENNIAL
5
GEN X
8
School / education
GEN Z
7 ↑
MILLENNIAL
2
GEN X
1
Work-life balance
GEN Z
6
MILLENNIAL
7
GEN X
12 ↑
Physical health
GEN Z
5
MILLENNIAL
8
GEN X
20 ↑
Overall sense of fulfilment
GEN Z
5
MILLENNIAL
6
GEN X
3
Friendship / social connections
GEN Z
4
MILLENNIAL
4
GEN X
8 ↑
Relationship with family
GEN Z
4
MILLENNIAL
6
GEN X
4
Everything
GEN Z
4
MILLENNIAL
3
GEN X
3
Relationship with digital devices / social media
GEN Z
3
MILLENNIAL
4
GEN X
1
Housing situation
GEN Z
3
MILLENNIAL
5 ↑
GEN X
3
Raw data table
Gen Z
Millennials
Gen X
Relationship with family
14
14
20
Friendship / social connections
9 ↑
3
1
Physical health
8
8
7
Overall sense of fulfilment
7
8
18 ↑
Mental health
7
6
5
Income stability
7
9
9
Relationship with digital devices / social media
7
3
8
Exercise / physical activity habits
7
10 ↑
5
Work-life balance
7
8
5
Ability to plan for the future
6
5
3
School / education
5 ↑
1
-
Cost of living / daily expenses
5
7
7
Work / career
4
7
4
Everything
4
6
3
Housing situation
3
4
5
Gen Z
Millennials
Gen X
Income stability
13
16
14
Ability to plan for the future
12
9
5
Mental health
10
6
4
Cost of living / daily expenses
9
12
9
Exercise / physical activity habits
7
7
4
Work / career
7
5
8
School / education
7 ↑
2
1
Work-life balance
6
7
12 ↑
Physical health
5
8
20 ↑
Overall sense of fulfilment
5
6
3
Friendship / social connections
4
4
8 ↑
Relationship with family
4
6
4
Everything
4
3
3
Relationship with digital devices / social media
3
4
1
Housing situation
3
5 ↑
3
Observations
Friendship / social connections lead as positive aspects in Korean Gen Z’s life. This maps onto the belonging/relationship/community increase. They appear to be experiencing the payoff of investing in peer relationships.
Similar with China and US markets, there’s no dominant single aspect that most Gen Z are happy with.
However, the pain points are more likely to be structural issues rather than individual ones – income stability, inability to plan for future – it appears to be universal across markets.
For every 1 in 10 Korean Gen Z, mental health is their biggest pain point – consistent with the sustained exhaustion and stress seen in the sentiment data.
It seems like the inner social world is working for Gen Z, but the outer structural world – money, future planning, career – remains difficult.
Q.24
Focus for the Coming 3-6 Months
Thinking ahead about the next 3-6 months, which aspects from the following list · will you focus on?
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Personal development
24W1
48 ↑
24W2
42 ↑
25W1
38
25W2
37
▼ 1
Personal finance
24W1
38 ↑
24W2
42 ↑
25W1
36
25W2
32
▼ 4
Physical health
24W1
30
24W2
28
25W1
30
25W2
29
▼ 1
Mental/Emotional health
24W1
-
24W2
-
25W1
28
25W2
29
▲ 1
Do things that I myself like to do
24W1
40 ↑
24W2
39 ↑
25W1
30
25W2
28
▼ 2
Time with family/friends
24W1
35 ↑
24W2
33 ↑
25W1
26
25W2
24
▼ 2
Work/life balance
24W1
31 ↑
24W2
33 ↑
25W1
29 ↑
25W2
22
▼ 7
Travel and adventures
24W1
23 ↑
24W2
22 ↑
25W1
15
25W2
16
▲ 1
Entertainment
24W1
11
24W2
12
25W1
11
25W2
11
0
Getting to know or use AI more
24W1
8
24W2
9
25W1
10
25W2
11
▲ 1
Being in nature
24W1
5
24W2
7
25W1
6
25W2
11 ↑
▲ 5
Community-building
24W1
7
24W2
6
25W1
7
25W2
10 ↑
▲ 3
Raw data table
24W1
24W2
25W1
25W2
Personal development
48 ↑
42 ↑
38
37
Personal finance
38 ↑
42 ↑
36
32
Physical health
30
28
30
29
Mental/Emotional health
-
-
28
29
Do things that I myself like to do
40 ↑
39 ↑
30
28
Time with family/friends
35 ↑
33 ↑
26
24
Work/life balance
31 ↑
33 ↑
29 ↑
22
Travel and adventures
23 ↑
22 ↑
15
16
Entertainment
11
12
11
11
Getting to know or use AI more
8
9
10
11
Being in nature
5
7
6
11 ↑
Community-building
7
6
7
10 ↑
Observations
Even after declining, personal development remains the leading priority (37%) – higher than any comparable area in China and US data. This reflects the ingrained cultural emphasis on self-improvement, upskilling, credential accumulation (although this is also a key priority among Chinese Gen Z, just not as strong 32%, #2).
Personal finance declined from its peak – but still among top priorities, consistent with the income stability and future planning pain points seen earlier.
Community building and being in nature both rose significantly, signaling a more relational and restorative focus emerging (not just self-improvement or survival), but worth observing and see whether the trend becomes significant.
AI interest growing slowing but direction is consistent. Korean Gen Z’s AI engagement remains weaker compared to China and US, consistent with the topics data.
Section
Lifestyle
South Korea
Q.25
Increased Time Spent by Activity
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
24W1
42
24W2
38
25W1
44 ↑
25W2
39
▼ 5
Resting / sleeping
24W1
47 ↑
24W2
45 ↑
25W1
42
25W2
38
▼ 4
Watching TV/movies at home
24W1
36
24W2
38
25W1
38
25W2
33
▼ 5
Personal interests and hobbies (things or activities you do for fun)
24W1
34 ↑
24W2
32
25W1
31
25W2
29
▼ 2
Self-development (e.g. further learning after work/school or not required by work/school)
24W1
32 ↑
24W2
34 ↑
25W1
25
25W2
25
0
Time with friends
24W1
26 ↑
24W2
18
25W1
22 ↑
25W2
25 ↑
▲ 3
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
24W1
18
24W2
18
25W1
16
25W2
18
▲ 2
Time with your spouse or significant other
24W1
20 ↑
24W2
17
25W1
15
25W2
15
0
Cooking
24W1
14
24W2
16
25W1
14
25W2
15
▲ 1
Reading a long-form book (fiction, non-fiction, poetry)
24W1
-
24W2
-
25W1
14
25W2
15
▲ 1
School / working at a paid job
24W1
25 ↑
24W2
19 ↑
25W1
18 ↑
25W2
13
▼ 5
Personal grooming (putting on makeup, shaving, etc.)
24W1
14
24W2
13
25W1
11
25W2
12
▲ 1
Reading magazines or newspapers, online or offline
24W1
12 ↑
24W2
12 ↑
25W1
10
25W2
8
▼ 2
Raw data table
24W1
24W2
25W1
25W2
Browsing social media platforms (Instagram, TikTok, Facebook, Reddit, X, YouTube, Threads, etc.)
42
38
44 ↑
39
Resting / sleeping
47 ↑
45 ↑
42
38
Watching TV/movies at home
36
38
38
33
Personal interests and hobbies (things or activities you do for fun)
34 ↑
32
31
29
Self-development (e.g. further learning after work/school or not required by work/school)
32 ↑
34 ↑
25
25
Time with friends
26 ↑
18
22 ↑
25 ↑
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
18
18
16
18
Time with your spouse or significant other
20 ↑
17
15
15
Cooking
14
16
14
15
Reading a long-form book (fiction, non-fiction, poetry)
-
-
14
15
School / working at a paid job
25 ↑
19 ↑
18 ↑
13
Personal grooming (putting on makeup, shaving, etc.)
14
13
11
12
Reading magazines or newspapers, online or offline
12 ↑
12 ↑
10
8
Observations
Thinking of how you typically spend time daily, which activities have you spent more time on in the past 6 months compared to earlier, and which ones have you spent less time on?
Among Gen Z (15-29) | Multiple selections | Response in %
Korean Gen Z’s re-allocation of time shows them withdrawing from inward, protective behavior that characterized 2024 toward more meaningful engagement – less solitary screen time, less rest, more time with friends.
Self-development, school/work both declined significantly, signaling the self-development urgency has passed – similar with Chinese and US Gen Z.
This may show a Korea Gen Z quietly push back against the intensity demands of achievement culture.
Q.26
Drivers of Time Investment in Self-Development
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
[Personal growth] Acquiring new skills can enhance my life and personal growth
24W1
-
24W2
52
25W1
55
25W2
48
▼ 7
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
24W1
-
24W2
42
25W1
42
25W2
43
▲ 1
[Enhancing career] Acquiring new skills can help enhance my career
24W1
-
24W2
41
25W1
45
25W2
38
▼ 7
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
24W1
-
24W2
25 ↑
25W1
17
25W2
29 ↑
▲ 12
[Inspiration from social] I was inspired by what I saw people are doing on social media
24W1
-
24W2
18
25W1
20
25W2
28 ↑
▲ 8
[Better use of time] I want to use my time better outside work / school
24W1
-
24W2
33
25W1
32
25W2
27
▼ 5
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
24W1
-
24W2
30
25W1
22
25W2
27
▲ 5
[Mental health] To relieve stress from work / school and manage negative emotions better
24W1
-
24W2
18
25W1
20
25W2
23
▲ 3
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
24W1
-
24W2
20
25W1
24
25W2
18
▼ 6
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
24W1
-
24W2
20
25W1
22
25W2
18
▼ 4
Raw data table
24W1
24W2
25W1
25W2
[Personal growth] Acquiring new skills can enhance my life and personal growth
-
52
55
48
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
-
42
42
43
[Enhancing career] Acquiring new skills can help enhance my career
-
41
45
38
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
-
25 ↑
17
29 ↑
[Inspiration from social] I was inspired by what I saw people are doing on social media
-
18
20
28 ↑
[Better use of time] I want to use my time better outside work / school
-
33
32
27
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
-
30
22
27
[Mental health] To relieve stress from work / school and manage negative emotions better
-
18
20
23
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
-
20
24
18
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
-
20
22
18
Observations
You mentioned that in the past 6 months, you've spent more time on actively learning outside work / school (such as a new skill or knowledge through online courses/by yourself). What are the most important or relevant reasons for that?
Among Gen Z (15-29) | Answer Selections = 3 | Response in %
Drivers for personal development among Korean Gen Z are centered around preparedness, and personal and career growth. This may reflect a reality facing a demanding society. Significantly more Gen Z find inspiration through social reaffirms an overall achievement culture.
The bottom half of the motivation list – Better use of time, autonomy, mental health, belonging, fulfillment gaps – they are all the more personal, self-directed, lifestyle-oriented reasons for learning. Self-development is less for a pursuit of independence, meaningful use of time, better self-care or community building, but mostly very purposeful choices for pragmatic reasons.
Q.27
Drivers of Time Investment in Personal Interests
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
They bring me happiness
24W2
69 ↑
25W1
67 ↑
25W2
57
▼ 10
To relieve stress from work / school
24W2
47
25W1
46
25W2
54
▲ 8
It's a way of me prioritizing independence
24W2
47
25W1
46
25W2
43
▼ 3
They align with my personal belief and values
24W2
35
25W1
34
25W2
39
▲ 5
I was inspired by what I saw people are doing on social media
24W2
20
25W1
30 ↑
25W2
36 ↑
▲ 6
I want to use my time better outside work / school
24W2
23
25W1
24
25W2
36 ↑
▲ 12
It’s a way of getting to know people who have similar interests or hobbies
24W2
28
25W1
29
25W2
34
▲ 5
Raw data table
24W2
25W1
25W2
They bring me happiness
69 ↑
67 ↑
57
To relieve stress from work / school
47
46
54
It's a way of me prioritizing independence
47
46
43
They align with my personal belief and values
35
34
39
I was inspired by what I saw people are doing on social media
20
30 ↑
36 ↑
I want to use my time better outside work / school
23
24
36 ↑
It’s a way of getting to know people who have similar interests or hobbies
28
29
34
Observations
You mentioned spending more time on personal interests/hobbies. What are the most important reasons?
Among Gen Z who spent more time on personal interests | Answer Selections = 3 | Response in %
Personal interests/hobbies used to be a joyful activity for almost 7 Korean Gen Z out of 10. But this wave, hobbies are for joy as much as it is for stress relief. The gap between these two has narrowed significantly.
At the same time, hobbies are seen as productive and intentional rather than just fun (better use of time +12%).
Just as self-betterment / skills development, hobbies are increasingly influenced by social platforms.
The belonging and values motivations are quietly building – consistent with the broader belonging surge in the values data. Worth keep tracking to see whether the trend consolidates.
Q.28
Regular Go-To Activities
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Resting, not doing much or doing less
24W1
47 ↑
24W2
45 ↑
25W1
46 ↑
25W2
35
▼ 11
Exercise, overall health management (e.g. jogging, walking, strength training)
24W1
39
24W2
46 ↑
25W1
37
25W2
34
▼ 3
Self-development activities (e.g. reading, learning a new skill)
24W1
31
24W2
34
25W1
33
25W2
34
▲ 1
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
24W1
33 ↑
24W2
34 ↑
25W1
26
25W2
31
▲ 5
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
24W1
31
24W2
29
25W1
29
25W2
29
0
Visiting places that recommend by friends or social media
24W1
16
24W2
20 ↑
25W1
19
25W2
21 ↑
▲ 2
Sports (e.g. basketball, soccer, skateboarding)
24W1
17
24W2
20
25W1
16
25W2
18
▲ 2
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
24W1
14
24W2
18 ↑
25W1
15
25W2
18 ↑
▲ 3
Travel somewhere for fun, not for business
24W1
15
24W2
20 ↑
25W1
16
25W2
16
0
Raw data table
24W1
24W2
25W1
25W2
Resting, not doing much or doing less
47 ↑
45 ↑
46 ↑
35
Exercise, overall health management (e.g. jogging, walking, strength training)
39
46 ↑
37
34
Self-development activities (e.g. reading, learning a new skill)
31
34
33
34
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
33 ↑
34 ↑
26
31
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
31
29
29
29
Visiting places that recommend by friends or social media
16
20 ↑
19
21 ↑
Sports (e.g. basketball, soccer, skateboarding)
17
20
16
18
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
14
18 ↑
15
18 ↑
Travel somewhere for fun, not for business
15
20 ↑
16
16
Observations
Over the past 6 months, which of the following activities have you engaged in regularly?
Among Gen Z (15-29) | Multiple selections | Response in %
Rest shows sharp decline after three weeks of high incidences. This is consistent with the sentiment data showing exhaustion dropping and the mood lifting.
Entertainment and outdoor activities are recovering from lower participations in the previous wave.
Visiting places recommended by friends or on social gradually rising, consistent with social inspiration surge in earlier data.
It feels like Korean Gen Z coming up for air after inward retreat, slowly and cautiously re-engaging with the world outside.
Q.29
Exercises / Fitness
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Walking in the city/neighborhood or park in a leisure way
24W1
51
24W2
54 ↑
25W1
61 ↑
25W2
44
▼ 17
Working out in the gym by myself (without a trainer)
24W1
41
24W2
43
25W1
39
25W2
43
▲ 4
Exercises at home using an App
24W1
24
24W2
24
25W1
28
25W2
25
▼ 3
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
24W1
21
24W2
23
25W1
22
25W2
25
▲ 3
Biking around the city/neighborhood in a leisure way
24W1
16
24W2
18
25W1
19
25W2
25 ↑
▲ 6
Working out in the gym with a trainer
24W1
13
24W2
16
25W1
13
25W2
15
▲ 2
Skateboarding around the city/neighborhood in a leisure way
24W1
5
24W2
9
25W1
7
25W2
15 ↑
▲ 8
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
24W1
14
24W2
16
25W1
13
25W2
14
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Walking in the city/neighborhood or park in a leisure way
51
54 ↑
61 ↑
44
Working out in the gym by myself (without a trainer)
41
43
39
43
Exercises at home using an App
24
24
28
25
Group exercise, fitness/workout class, yoga class, dance class, boxing class, etc.
21
23
22
25
Biking around the city/neighborhood in a leisure way
16
18
19
25 ↑
Working out in the gym with a trainer
13
16
13
15
Skateboarding around the city/neighborhood in a leisure way
5
9
7
15 ↑
Activities for meditating/healing purpose, e.g. meditations, sound bowl therapy
14
16
13
14
Observations
What kinds of exercise and fitness activities do you regularly do?
Among Gen Z who regularly exercise (15-29) | Multiple selections | Response in %
Korea Gen Z’s exercise profile is shifting from predominantly passive and solitary toward more varied, active, and slightly more social forms. Biking, and skateboarding increase significantly at the same time signaling Korean Gen Z gravitates towards lifestyle and fun exercise.
Gym remains the anchor for exercise but additional exercise are diversifying.
Water sports (e.g. standup paddle boarding, surfing, diving)
5
5
4
4
Boxing/combat sports (e.g. boxing, Thai boxing)
6
5
5
3
Squash
3
6
4
3
Ultimate frisbee
2
2
4
2
Long board / free board
2
1
4
2
American football / flag football
1
3
3
2
Pickleball
1
3
3
2
Padel
-
-
-
2
Observations
What kinds of sports do you play regularly?
Among Gen Z who regularly play sports (15-29) | Multiple selections | Response in %
Soccer leads but is declining. Basketball, the other team sports, also dropped sharply.
E-sports stands out – that it now tied with soccer as the most played sports is a meaningful cultural marker.
Skateboarding is growing in 2025 – a significant shift from low participation in 2024 – mirroring the exercise data.
HYROX and Padel debut at 4% and 2% - showing a rather significant early adoption of global fitness formats. HYROX is developing community and has a growing presence in major cities, consistent with the steady gym culture among Korean Gen Z.
In summary, Korean Gen Z’s sports participation is fragmenting away from traditional team sports (soccer, basketball) towards a diverse mix of individual, lifestyle-oriented formats.
Q.31
Outdoor Activities
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
City walks, walk in the park
24W1
59 ↑
24W2
59 ↑
25W1
48
25W2
46
▼ 2
Biking/Cycling
24W1
21
24W2
20
25W1
28
25W2
25
▼ 3
Hiking
24W1
12
24W2
17
25W1
17
25W2
19
▲ 2
Camping
24W1
20
24W2
28 ↑
25W1
25
25W2
17
▼ 8
Glamping
24W1
16
24W2
17
25W1
14
25W2
15
▲ 1
Fishing
24W1
14
24W2
14
25W1
13
25W2
11
▼ 2
Skiing
24W1
6
24W2
8
25W1
15 ↑
25W2
10
▼ 5
Snowboarding
24W1
5
24W2
5
25W1
10
25W2
10
0
Ultimate frisbee
24W1
3
24W2
5
25W1
4
25W2
10 ↑
▲ 6
Streetball
24W1
4
24W2
5
25W1
6
25W2
10 ↑
▲ 4
Street dance
24W1
6
24W2
7
25W1
7
25W2
10
▲ 3
Ice-skating
24W1
5
24W2
3
25W1
5
25W2
9 ↑
▲ 4
Surfing
24W1
4
24W2
8
25W1
5
25W2
9
▲ 4
River trekking
24W1
10
24W2
5
25W1
11
25W2
7
▼ 4
Stand-up paddle board
24W1
5
24W2
5
25W1
8
25W2
6
▼ 2
Flag football
24W1
8
24W2
8
25W1
3
25W2
3
0
Raw data table
24W1
24W2
25W1
25W2
City walks, walk in the park
59 ↑
59 ↑
48
46
Biking/Cycling
21
20
28
25
Hiking
12
17
17
19
Camping
20
28 ↑
25
17
Glamping
16
17
14
15
Fishing
14
14
13
11
Skiing
6
8
15 ↑
10
Snowboarding
5
5
10
10
Ultimate frisbee
3
5
4
10 ↑
Streetball
4
5
6
10 ↑
Street dance
6
7
7
10
Ice-skating
5
3
5
9 ↑
Surfing
4
8
5
9
River trekking
10
5
11
7
Stand-up paddle board
5
5
8
6
Flag football
8
8
3
3
Observations
What kinds of outdoor activities do you regularly do?
Among Gen Z who regularly do outdoor activities (15-29) | Multiple selections | Response in %
The street / urban outdoor activity cluster stands out – streetball (10%), street dance (10%), ultimate frisbee (10%), ice-skating (9%) – they all increased at the same time this wave. They are social, urban, expressive activities with other people. This is consistent with the surge in belonging and re-engagement with community.
Hiking is quietly growing, although not significant yet, while camping has normalized after the peak in 2024.
Walking and biking declined or normalized – showing the same pattern with exercise formats.
Similar with exercise, sports data, Korean Gen Z’s outdoor activities also are becoming more socially oriented and street- (or public-space) driven. Solo, quiet activities giving way to more energetic, fun, community-based outdoor formats, more living in public place.
Q.32
Domestic / International Travel Destinations
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Domestic destinations, not including staycations
24W1
75
24W2
75
25W1
69
25W2
67
▼ 2
International destinations
24W1
44
24W2
54 ↑
25W1
39
25W2
49
▲ 10
Staycations
24W1
33
24W2
31
25W1
28
25W2
30
▲ 2
Raw data table
24W1
24W2
25W1
25W2
Domestic destinations, not including staycations
75
75
69
67
International destinations
44
54 ↑
39
49
Staycations
33
31
28
30
Observations
In the past 6 months, have you traveled to the following types of destinations for leisure?
Among Gen Z who regularly travel (15-29) | Multiple selections | Response in %
Domestic travel dominates and holds steadily – consistent by a wide margin. Worth noting the gradual decreases although not significant.
International travels seem volatile. It is possibly impacted by the martial law crisis.
Staycations are modest and pretty flat – domestic travels to somewhere further considering the country’s accessibility.
Q.33
Types of Destinations
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Theme parks
24W2
22
25W1
41 ↑
25W2
46 ↑
▲ 5
Small towns/villages
24W2
39
25W1
30
25W2
46 ↑
▲ 16
Well-known nature (mountains, lakes, etc.)
24W2
61 ↑
25W1
49
25W2
42
▼ 7
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
30
25W1
42
25W2
31
▼ 11
Remote, niche nature that are not discussed much among friends or on social media
24W2
15
25W1
19
25W2
26
▲ 7
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Well-known nature (mountains, lakes, etc.)
24W2
39
25W1
40
25W2
62 ↑
▲ 22
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
73
25W1
71
25W2
60
▼ 11
Theme parks
24W2
39
25W1
43
25W2
40
▼ 3
Small towns/villages
24W2
31
25W1
31
25W2
25
▼ 6
Remote, niche nature that are not discussed much among friends or on social media
24W2
13
25W1
19
25W2
21
▲ 2
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Theme parks
24W2
33
25W1
37
25W2
59 ↑
▲ 22
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
25
25W1
50 ↑
25W2
44
▼ 6
Small towns/villages
24W2
46
25W1
53
25W2
41
▼ 12
Well-known nature (mountains, lakes, etc.)
24W2
52
25W1
50
25W2
41
▼ 9
Remote, niche nature that are not discussed much among friends or on social media
24W2
17
25W1
10
25W2
25
▲ 15
Raw data table
24W2
25W1
25W2
Theme parks
22
41 ↑
46 ↑
Small towns/villages
39
30
46 ↑
Well-known nature (mountains, lakes, etc.)
61 ↑
49
42
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
30
42
31
Remote, niche nature that are not discussed much among friends or on social media
15
19
26
24W2
25W1
25W2
Well-known nature (mountains, lakes, etc.)
39
40
62 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
73
71
60
Theme parks
39
43
40
Small towns/villages
31
31
25
Remote, niche nature that are not discussed much among friends or on social media
13
19
21
24W2
25W1
25W2
Theme parks
33
37
59 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
25
50 ↑
44
Small towns/villages
46
53
41
Well-known nature (mountains, lakes, etc.)
52
50
41
Remote, niche nature that are not discussed much among friends or on social media
17
10
25
Observations
Domestic trips
What types of destinations did you visit during your trip?
Among Gen Z who traveled domestically | Multiple selections | Response in %
International Destinations
What types of destinations did you visit during your trip?
Among Gen Z who traveled internationally | Multiple selections | Response in %
Staycations
What types of destinations did you visit during your trip?
Among Gen Z on staycations | Multiple selections | Response in %
Domestic: theme parks and small town increase simultaneously. Korean Gen Z domestic travelers are moving away from the natural landmarks toward either curated entertainment experiences or authentic local discovery.
International: well-known nature grew significantly to 62%. Urban cities and small towns declined. A reverse with their destination choices with domestic travels.
Remote niche nature is still not becoming mainstream destinations but is slowly building.
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Among Gen Z who traveled domestically | Multiple selections | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
To relax on the beach / in the hotel
24W2
44
25W1
45
25W2
40
▼ 5
I travel regularly so I didn’t have a specific goal
24W2
46
25W1
43
25W2
36
▼ 7
For some other cultural events
24W2
20
25W1
15
25W2
32 ↑
▲ 17
For a concert
24W2
7
25W1
14
25W2
24 ↑
▲ 10
To participate in a sports event (e.g. marathon, triathlon, ski)
24W2
12
25W1
16
25W2
15
▼ 1
For a film festival
24W2
8
25W1
12
25W2
14
▲ 2
Cruise ship trip
24W2
8
25W1
12
25W2
14
▲ 2
To watch a sports event
24W2
10
25W1
11
25W2
11
0
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
I travel regularly so I didn’t have a specific goal
24W2
47
25W1
45
25W2
48
▲ 3
To relax on the beach / in the hotel
24W2
47
25W1
38
25W2
40
▲ 2
For some other cultural events
24W2
22
25W1
26
25W2
31
▲ 5
For a concert
24W2
10
25W1
12
25W2
19
▲ 7
To participate in a sports event (e.g. marathon, triathlon, ski)
24W2
12
25W1
21
25W2
15
▼ 6
To watch a sports event
24W2
14
25W1
7
25W2
15
▲ 8
Cruise ship trip
24W2
11
25W1
7
25W2
15
▲ 8
For a film festival
24W2
4
25W1
14 ↑
25W2
12
▼ 2
Raw data table
24W2
25W1
25W2
To relax on the beach / in the hotel
44
45
40
I travel regularly so I didn’t have a specific goal
46
43
36
For some other cultural events
20
15
32 ↑
For a concert
7
14
24 ↑
To participate in a sports event (e.g. marathon, triathlon, ski)
12
16
15
For a film festival
8
12
14
Cruise ship trip
8
12
14
To watch a sports event
10
11
11
24W2
25W1
25W2
I travel regularly so I didn’t have a specific goal
47
45
48
To relax on the beach / in the hotel
47
38
40
For some other cultural events
22
26
31
For a concert
10
12
19
To participate in a sports event (e.g. marathon, triathlon, ski)
12
21
15
To watch a sports event
14
7
15
Cruise ship trip
11
7
15
For a film festival
4
14 ↑
12
Observations
Domestic trips
International trips
Relaxation and travels without specific goals remain the most common triggers, for both domestic and international travels, showing travel as lifestyle among almost half of Korean Gen Z – consistent across the global markets.
We see concerts and other cultural events have become significant drivers for domestic travelers. Every 1 in 3 Korean Gen Z traveled for concerts and every 1 in 4 traveled for some cultural events in the past 6 months.
Increasingly more Korean Gen Z is also traveling internationally for concerts. Korean culture itself is deeply represented with live music and performance, traveling for the experience of a live event becomes significant travel motivation.
Q.35
Entertainment, Arts, Culture
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Watching TV/movies at home
24W1
63 ↑
24W2
60
25W1
59
25W2
52
▼ 7
Watching movies in a cinema
24W1
60 ↑
24W2
53
25W1
54
25W2
47
▼ 7
Shopping
24W1
46 ↑
24W2
43
25W1
42
25W2
37
▼ 5
Going to concerts, shows, theaters, stage performance
24W1
27
24W2
24
25W1
31
25W2
27
▼ 4
Visiting museums, or art exhibits
24W1
18
24W2
22
25W1
15
25W2
19
▲ 4
Attending sharing events of personal experience, knowledge, books, etc.
24W1
9
24W2
13
25W1
12
25W2
19 ↑
▲ 7
Going to store events (e.g. store opening, collaborations events, pop-up stores)
Which entertainment, arts and culture activities do you engage in regularly?
Among Gen Z who regularly engage in entertainment/arts/culture (15-29) | Multiple selections | Response in %
Korean Gen Z’s entertainment and cultural activity is moving away from passive, inward consumption – TV/movies at home, cinema, shopping – towards more participatory and social formats – sharing events, store experiences, theme parks.
As the mood and energy recover, more outward, engaged cultural participation also grow significantly.
Q.36
Socializing, Connecting with Others
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Go to coffee shops
24W1
57 ↑
24W2
48
25W1
48
25W2
41
▼ 7
Go to restaurants/bars
24W1
53 ↑
24W2
48
25W1
39
25W2
40
▲ 1
Playing video games with friends
24W1
21
24W2
24
25W1
24
25W2
31 ↑
▲ 7
Shopping together
24W1
30
24W2
30
25W1
31
25W2
27
▼ 4
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
24W1
16
24W2
13
25W1
15
25W2
21 ↑
▲ 6
Going to park / picnic together
24W1
26
24W2
23
25W1
29
25W2
20
▼ 9
Go to museums or exhibits together
24W1
9
24W2
16 ↑
25W1
12
25W2
15 ↑
▲ 3
Hosting friends and make drinks at home / Home bars
24W1
6
24W2
10
25W1
12 ↑
25W2
15 ↑
▲ 3
Social events with people of shared traits/features, e.g. MBTI theme social
24W1
13
24W2
18
25W1
19
25W2
13
▼ 6
Neighborhood events or activities
24W1
11
24W2
11
25W1
10
25W2
11
▲ 1
Social events with fellow pet owners
24W1
6
24W2
6
25W1
7
25W2
8
▲ 1
Volunteering
24W1
5
24W2
8
25W1
5
25W2
5
0
Raw data table
24W1
24W2
25W1
25W2
Go to coffee shops
57 ↑
48
48
41
Go to restaurants/bars
53 ↑
48
39
40
Playing video games with friends
21
24
24
31 ↑
Shopping together
30
30
31
27
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
16
13
15
21 ↑
Going to park / picnic together
26
23
29
20
Go to museums or exhibits together
9
16 ↑
12
15 ↑
Hosting friends and make drinks at home / Home bars
6
10
12 ↑
15 ↑
Social events with people of shared traits/features, e.g. MBTI theme social
13
18
19
13
Neighborhood events or activities
11
11
10
11
Social events with fellow pet owners
6
6
7
8
Volunteering
5
8
5
5
Observations
How do you typically connect and socialize with friends?
Among Gen Z (15-29) | Multiple selections | Response in %
Casual consumption-based formats, cafes, restaurants, are not the dominant social life among Korean Gen Z anymore. Significantly more of them participate in activity-based, home-centered socializing. Gaming, board games, home hosting, cultural venues are all gaining ground simultaneously, signaling them connecting one another more intentionally and more structured formats.
Q.37
Self-Development Activities
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Reading books
24W1
49
24W2
51 ↑
25W1
48
25W2
41
▼ 7
Learning a new skill (e.g. instrument, driving, painting)
24W1
31
24W2
39
25W1
36
25W2
35
▼ 1
Applying a new tool to manage knowledge and information (e.g. Notion)
24W1
17
24W2
25 ↑
25W1
24
25W2
28 ↑
▲ 4
Learning or studying together with a buddy/friend
24W1
25
24W2
21
25W1
25
25W2
25
0
Reading magazines, articles, digital or paper form
24W1
22
24W2
24 ↑
25W1
15
25W2
25 ↑
▲ 10
Enrolling in online courses
24W1
32
24W2
32
25W1
30
25W2
24
▼ 6
Attending forums, speeches, lectures after school/work
24W1
13
24W2
13
25W1
11
25W2
17
▲ 6
Attending short-term camps (e.g. coding camp)
24W1
9
24W2
8
25W1
8
25W2
16 ↑
▲ 8
Weekend/Night school
24W1
9
24W2
6
25W1
8
25W2
9
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Reading books
49
51 ↑
48
41
Learning a new skill (e.g. instrument, driving, painting)
31
39
36
35
Applying a new tool to manage knowledge and information (e.g. Notion)
17
25 ↑
24
28 ↑
Learning or studying together with a buddy/friend
25
21
25
25
Reading magazines, articles, digital or paper form
22
24 ↑
15
25 ↑
Enrolling in online courses
32
32
30
24
Attending forums, speeches, lectures after school/work
13
13
11
17
Attending short-term camps (e.g. coding camp)
9
8
8
16 ↑
Weekend/Night school
9
6
8
9
Observations
What self-development activities do you engage in?
Among Gen Z engaging in self-development (15-29) | Multiple selections | Response in %
Korean Gen Z’s self-development activities are diversifying, evolving toward more engaged, tool-oriented, structured / intensive formats:
Knowledge management tools consistently growing – 1 more Korean Gen Z every 10 has adopted a new tool since we started tracking.
Short-term camps’ popularity doubled compared to previous waves – intensive skill workshops, short-term immersive learning formats are growing. These fit the entrepreneurial spirit recovering and career-focused reasons we saw in the self-development motivation data.
Learning is not only passive absorption of knowledge and information but also active doing and skill acquisition.
Reading continues to be the most common self-improvement activity, especially reading book. Reading magazines and longer form articles also has grown significantly this wave.
Q.38
Resting, Relaxation & Recovery
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Listening to music
24W1
62
24W2
58
25W1
61
25W2
56
▼ 5
Quiet time relaxing and doing nothing
24W1
71 ↑
24W2
74 ↑
25W1
70 ↑
25W2
54
▼ 16
Spending time with my pets
24W1
19
24W2
20
25W1
16
25W2
22
▲ 6
Quiet hobbies (e.g., knitting)
24W1
-
24W2
-
25W1
-
25W2
21
Caring for plants at home
24W1
7
24W2
10
25W1
10
25W2
15 ↑
▲ 5
Meditation
24W1
13
24W2
13
25W1
14
25W2
14
0
Raw data table
24W1
24W2
25W1
25W2
Listening to music
62
58
61
56
Quiet time relaxing and doing nothing
71 ↑
74 ↑
70 ↑
54
Spending time with my pets
19
20
16
22
Quiet hobbies (e.g., knitting)
-
-
-
21
Caring for plants at home
7
10
10
15 ↑
Meditation
13
13
14
14
Observations
Which of the following do you do when you want to rest or relax?
Among Gen Z (15-29) | Multiple selections | Response in %
Quiet time doing nothing dropped dramatically and significantly, but still is one of the go-to choices (#1 Listening to music) for half of Korean Gen Z when resting.
Quiet hobbies debuting at 21% almost certainly absorbed from the “doing nothing” space.
Pets and plants are also popular activities for resting time.
Resting is becoming more active, intentional and healthy – even relaxation has more life now.
Q.39
Whether Part of Groups
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Groups of certain brands
24W1
9
24W2
10
25W1
10
25W2
17 ↑
▲ 7
Brands hosted beverage & alcohol related groups (e.g. tasting club)
24W1
9
24W2
12
25W1
12
25W2
16 ↑
▲ 4
Soccer group
24W1
13
24W2
13
25W1
12
25W2
15
▲ 3
Running groups
24W1
10
24W2
12
25W1
13
25W2
13
0
Brands hosted art & craft related groups (e.g. hand craft club)
24W1
9
24W2
12
25W1
13 ↑
25W2
13 ↑
0
Film clubs
24W1
12
24W2
11
25W1
9
25W2
12
▲ 3
Fan club (of celebrities)
24W1
10
24W2
11
25W1
13
25W2
11
▼ 2
Music band
24W1
8
24W2
7
25W1
8
25W2
10
▲ 2
Animation club
24W1
7
24W2
8
25W1
10
25W2
9
▼ 1
Book clubs
24W1
6
24W2
8
25W1
8
25W2
9
▲ 1
Board game groups
24W1
6
24W2
5
25W1
7
25W2
9 ↑
▲ 2
Singing clubs
24W1
8
24W2
6
25W1
8
25W2
8
0
Basketball group
24W1
5
24W2
8
25W1
8
25W2
8
0
Brands’ VIP exclusive premium clubs
24W1
4
24W2
7 ↑
25W1
6 ↑
25W2
8 ↑
▲ 2
Cycling groups
24W1
4
24W2
5
25W1
7 ↑
25W2
7 ↑
0
Photography clubs
24W1
5
24W2
5
25W1
5
25W2
7
▲ 2
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
24W1
5
24W2
6
25W1
5
25W2
7
▲ 2
Skateboarding group
24W1
3
24W2
4
25W1
4
25W2
7 ↑
▲ 3
Flag football
24W1
3
24W2
3
25W1
4
25W2
7 ↑
▲ 3
Camping club
24W1
7
24W2
6
25W1
6
25W2
6
0
Rock climbing
24W1
4
24W2
5
25W1
5
25W2
6
▲ 1
Ultimate frisbee
24W1
2
24W2
4
25W1
4
25W2
5 ↑
▲ 1
Cos play
24W1
2
24W2
3
25W1
3
25W2
5 ↑
▲ 2
Dance clubs
24W1
5
24W2
5
25W1
5
25W2
4
▼ 1
Single club
24W1
2
24W2
4 ↑
25W1
3
25W2
4
▲ 1
At least one group of hobbies
24W1
45
24W2
46
25W1
47
25W2
51 ↑
▲ 4
At least one sports group
24W1
30
24W2
33
25W1
34
25W2
39 ↑
▲ 5
At least one brand related group
24W1
23
24W2
28 ↑
25W1
28 ↑
25W2
36 ↑
▲ 8
Raw data table
24W1
24W2
25W1
25W2
Groups of certain brands
9
10
10
17 ↑
Brands hosted beverage & alcohol related groups (e.g. tasting club)
9
12
12
16 ↑
Soccer group
13
13
12
15
Running groups
10
12
13
13
Brands hosted art & craft related groups (e.g. hand craft club)
9
12
13 ↑
13 ↑
Film clubs
12
11
9
12
Fan club (of celebrities)
10
11
13
11
Music band
8
7
8
10
Animation club
7
8
10
9
Book clubs
6
8
8
9
Board game groups
6
5
7
9 ↑
Singing clubs
8
6
8
8
Basketball group
5
8
8
8
Brands’ VIP exclusive premium clubs
4
7 ↑
6 ↑
8 ↑
Cycling groups
4
5
7 ↑
7 ↑
Photography clubs
5
5
5
7
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
5
6
5
7
Skateboarding group
3
4
4
7 ↑
Flag football
3
3
4
7 ↑
Camping club
7
6
6
6
Rock climbing
4
5
5
6
Ultimate frisbee
2
4
4
5 ↑
Cos play
2
3
3
5 ↑
Dance clubs
5
5
5
4
Single club
2
4 ↑
3
4
At least one group of hobbies
45
46
47
51 ↑
At least one sports group
30
33
34
39 ↑
At least one brand related group
23
28 ↑
28 ↑
36 ↑
Observations
Are you currently part of any of the following groups?
Among Gen Z (15-29) | Multiple selections | Response in %
Overall, community participation is building steadily and significantly.
Half Korean Gen Z are now in at least one group of interests/hobbies.
About 4 in 10 are in at least one sports group or brand group.
Korean Gen Z is becoming community active, but from a lower baseline, particularly compared to the US and Chinese Gen Z.
Brand related groups and communities show the most significant category-level rise.
Several brand organized communities or events see lively participations: brand club, tasting events/club, handcraft club, VIP clubs – all rising at the same time. Korean Gen Z is increasingly finding community through brand-affiliated spaces.
Multiple sports communities also become more popular simultaneously, even though the growth is relatively smaller: skateboarding, flag football, cycling, ultimate frisbee.
The data from this wave is encouraging – Korean Gen Z evolving from more individual and competition-focused to actively choosing to join things, building communities, and participate in shared group activities. The shift towards a more community / belonging-driven mindset is gradual but significant.
Q.40
Activities Aspire to Do More in Coming 6 Months
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Self-development activities (e.g. reading, learning a new skill)
24W1
54 ↑
24W2
51 ↑
25W1
46
25W2
44
▼ 2
Exercise, overall health management (e.g. jogging, walking, strength training)
24W1
49 ↑
24W2
49 ↑
25W1
43
25W2
40
▼ 3
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
24W1
40 ↑
24W2
38
25W1
36
25W2
34
▼ 2
Resting, not doing much or doing less
24W1
42 ↑
24W2
42 ↑
25W1
39 ↑
25W2
32
▼ 7
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
24W1
36 ↑
24W2
32
25W1
31
25W2
31
0
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
24W1
25
24W2
22
25W1
24
25W2
24
0
Travel somewhere for fun, not for business
24W1
31 ↑
24W2
33 ↑
25W1
29 ↑
25W2
23
▼ 6
Sports (e.g. basketball, soccer, skateboarding)
24W1
23 ↑
24W2
19
25W1
17
25W2
22 ↑
▲ 5
Visiting places that recommend by friends or social media
24W1
17
24W2
21
25W1
21 ↑
25W2
21
0
Raw data table
24W1
24W2
25W1
25W2
Self-development activities (e.g. reading, learning a new skill)
54 ↑
51 ↑
46
44
Exercise, overall health management (e.g. jogging, walking, strength training)
49 ↑
49 ↑
43
40
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
40 ↑
38
36
34
Resting, not doing much or doing less
42 ↑
42 ↑
39 ↑
32
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
36 ↑
32
31
31
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
25
22
24
24
Travel somewhere for fun, not for business
31 ↑
33 ↑
29 ↑
23
Sports (e.g. basketball, soccer, skateboarding)
23 ↑
19
17
22 ↑
Visiting places that recommend by friends or social media
17
21
21 ↑
21
Observations
Which of the following activities would you like to do more in the next 6 months?
Among Gen Z (15-29) | Multiple selections | Response in %
At first glance, we see the across-the-board decline in future activities, but outdoor activities, sports, visiting places. It feels like the intense, forward-striking momentum is breaking.
The aspiration for self-development softened significant, although it still is the top of future focus.
Exercise and entertainment look like normalizing to a steady trend.
The re-distribution of future focus is consistent with earlier data – Korean Gen Z is evolving from mostly inward, solitary pursuit toward re-engaging with community, outdoor space and public life.
Section
Engagement
South Korea
Q.41
Categories Purchased in the past 6 Months (S6)
In the past 6 months, which of the categories below have you purchased for yourself to use or consume?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Nondurable goods
24W1
99
24W2
100
25W1
100
25W2
100
0
Food/groceries
24W1
97
24W2
100
25W1
98
25W2
100
▲ 2
Clothing
24W1
73
24W2
75
25W1
72
25W2
73
▲ 1
Skincare products
24W1
64
24W2
68
25W1
64
25W2
63
▼ 1
Footwear
24W1
55
24W2
60
25W1
55
25W2
60
▲ 5
Beverage, not including alcohol
24W1
61
24W2
58
25W1
57
25W2
54
▼ 3
Makeup products
24W1
55
24W2
54
25W1
54
25W2
52
▼ 2
Haircare products
24W1
45
24W2
53
25W1
49
25W2
50
▲ 1
Alcohol
24W1
49
24W2
58 ↑
25W1
49
25W2
45
▼ 4
Supplements/nutritional support
24W1
41
24W2
52 ↑
25W1
44
25W2
44
0
Fragrances
24W1
32
24W2
36
25W1
33
25W2
36
▲ 3
Durable goods
24W1
69
24W2
73
25W1
72
25W2
75 ↑
▲ 3
Personal tech and entertainment products
24W1
45
24W2
53 ↑
25W1
47
25W2
52 ↑
▲ 5
Health and beauty tech products
24W1
46
24W2
48
25W1
46
25W2
48
▲ 2
Home appliances
24W1
24
24W2
36 ↑
25W1
25
25W2
33 ↑
▲ 8
Jewelry and watch
24W1
16
24W2
17
25W1
17
25W2
19
▲ 2
Cars
24W1
8 ↑
24W2
11 ↑
25W1
4
25W2
8 ↑
▲ 4
Services
24W1
81
24W2
81
25W1
79
25W2
82
▲ 3
Entertainment related (e.g. membership fees, movies, concerts)
Sports/exercise activity related (e.g. gym membership, exercise program/APPs, etc.)
36
37
34
38
Total
952
1048
951
985
Observations
Korean Gen Z’s consumption pattern is shaped by the political crisis (December 2024) creating a sharp contraction (2025 wave 1) followed by partial recovery (2025 wave 2).
The categories that help up best are the ones tied to lifestyle and experience: tech, auto, entertainment.
Categories that stayed lower were mostly defensive spending: health care, finance products, supplements.
Travel also dropped but started to show an insignificant rise – worth tracking whether it jumps next week, or slow growth continues.
Q.42
Categories to Spend More on
Now please take into account of the context of the economy. If you’re to save some costs on shopping for your everyday life, which categories would you still splurge?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Nondurable goods
24W1
56
24W2
53
25W1
51
25W2
55
▲ 4
Clothing
24W1
24 ↑
24W2
18
25W1
16
25W2
19
▲ 3
Food/groceries
24W1
15
24W2
13
25W1
15
25W2
17 ↑
▲ 2
Skincare products
24W1
12
24W2
11
25W1
10
25W2
15 ↑
▲ 5
Makeup products
24W1
12
24W2
9
25W1
10
25W2
11
▲ 1
Supplements/nutritional support
24W1
14 ↑
24W2
14 ↑
25W1
13
25W2
10
▼ 3
Footwear
24W1
13 ↑
24W2
9
25W1
7
25W2
10
▲ 3
Haircare products
24W1
8
24W2
8
25W1
6
25W2
9
▲ 3
Fragrances
24W1
9 ↑
24W2
6
25W1
5
25W2
7
▲ 2
Alcohol
24W1
7
24W2
6
25W1
7
25W2
7
0
Beverage, not including alcohol
24W1
7
24W2
6
25W1
7
25W2
6
▼ 1
Luxury/Designer/Premium fashion brands
24W1
3
24W2
3
25W1
2
25W2
3
▲ 1
Services
24W1
37 ↑
24W2
35 ↑
25W1
30
25W2
32
▲ 2
Entertainment related (e.g. membership fees, movies, concerts)
The overall splurge intent is modest and stable, signaling a conservative, cautious budget.
The categories Korean Gen Z prioritizes under budget pressure spans daily essentials, personal care, and aspirational experiences – clothes, skincare, travel, and personal tech, reflecting a desire to maintain both basic quality of life and a sense of self even when cutting back.
However, even if travel is somewhat protected, its slow decline has reached a point of statistical significance, showing they keep a cautious balance between realistic budgeting and aspirations, but it’s tilting toward pragmatism.
Q.43
Top Alcohol Brands Within Social Circles
Among the alcohol that you purchased in the past 6 months, which brand do you feel is the top choice among your social circle?
BASE · Among Gen Z (21-29) Who Purchased Alcohol P6M | Single Answer | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Jim Beam
24W1
34
24W2
31
25W1
38
25W2
44
▲ 6
Johnnie Walker
24W1
13
24W2
13
25W1
11
25W2
20
▲ 9
Yamazaki
24W1
2
24W2
1
25W1
4
25W2
9 ↑
▲ 5
Hibiki
24W1
10
24W2
11
25W1
17
25W2
6
▼ 11
Absolut
24W1
3
24W2
12 ↑
25W1
3
25W2
6
▲ 3
Hennessy
24W1
6 ↑
24W2
2
25W1
-
25W2
2
Chivas Regal
24W1
2
24W2
-
25W1
1
25W2
2
▲ 1
Baileys
24W1
-
24W2
2
25W1
-
25W2
2
Royal Salute
24W1
6
24W2
6
25W1
3
25W2
-
The Macallan
24W1
3
24W2
2
25W1
-
25W2
-
Glenfiddich
24W1
2
24W2
3
25W1
4
25W2
-
Tanqueray
24W1
2
24W2
1
25W1
1
25W2
-
Bacardi
24W1
1
24W2
1
25W1
1
25W2
-
Rémy Martin
24W1
1
24W2
-
25W1
1
25W2
-
Smirnoff
24W1
-
24W2
1
25W1
1
25W2
-
Raw data table
24W1
24W2
25W1
25W2
Jim Beam
34
31
38
44
Johnnie Walker
13
13
11
20
Yamazaki
2
1
4
9 ↑
Hibiki
10
11
17
6
Absolut
3
12 ↑
3
6
Hennessy
6 ↑
2
-
2
Chivas Regal
2
-
1
2
Baileys
-
2
-
2
Royal Salute
6
6
3
-
The Macallan
3
2
-
-
Glenfiddich
2
3
4
-
Tanqueray
2
1
1
-
Bacardi
1
1
1
-
Rémy Martin
1
-
1
-
Smirnoff
-
1
1
-
Observations
Korean Gen Z’s alcohol brands among social circles look quite different from China and US. Whisky is the dominant social circle choices, with Japanese whisky adding a premium aspirational layer.
The landscape is less fragmented than China or the US. Korean Gen Z values accessibility and consistency over premiumization or trend-chasing.
The premium and luxury brands are disappearing: Royal Salute, Macallan, Glenfiddich, all present in earlier waves and gone by this wave. The premiumization trend in China’s data doesn’t appear here. Korean Gen Z social circle perception is centered around mid-tier whisky (Jim Beam, Johnnie Walker) rather than premium Scotch.
Q.44
Footwear Categories Purchased Past 6 Months
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Single Answer | Response in %
Shoes with for outdoor occasions, e.g. waterproof shoes, ankle protection
16
18
11
21 ↑
Flats / Loafers / Oxford shoes
11
11
13
17
Boots
9
14
9
15
Sandals / flip flops / slippers
19 ↑
21 ↑
19 ↑
10
High heels / Mary Jane
5
5
4
4
Observations
Korean Gen Z’s footwear wardrobe is equipping itself for a more active, outward-facing lifestyle – this behavior confirms the broader theme of recovery from solitary rest and re-engaging with community and outdoor space – performance, sports shoes and functional outdoor shoes surged significantly this wave.
Casual sneakers are still the dominant and stable anchor.
Q.45
Clothing Categories Purchased Past 6 Months
You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Multiple Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Long sleeve/Short sleeve T-shirt
24W1
59 ↑
24W2
46
25W1
55 ↑
25W2
39
▼ 16
Jeans
24W1
45
24W2
39
25W1
41
25W2
37
▼ 4
Sweatshirt / Hoodie
24W1
22 ↑
24W2
23 ↑
25W1
14
25W2
30 ↑
▲ 16
Sweater
24W1
12
24W2
20 ↑
25W1
12
25W2
30 ↑
▲ 18
Shorts/pants
24W1
41 ↑
24W2
30
25W1
31
25W2
28
▼ 3
Cardigan
24W1
28 ↑
24W2
19
25W1
18
25W2
19
▲ 1
Jacket
24W1
18
24W2
24
25W1
18
25W2
19
▲ 1
Yoga pants
24W1
7
24W2
8
25W1
7
25W2
8
▲ 1
Clothes with specific functions, e.g. quick dry, waterproof
24W1
4
24W2
7
25W1
5
25W2
8
▲ 3
Collar shirt
24W1
9
24W2
13
25W1
12
25W2
7
▼ 5
Graphic Tees
24W1
9
24W2
8
25W1
11
25W2
6
▼ 5
Thin jacket with UV protection
24W1
8
24W2
7
25W1
8
25W2
5
▼ 3
Raw data table
24W1
24W2
25W1
25W2
Long sleeve/Short sleeve T-shirt
59 ↑
46
55 ↑
39
Jeans
45
39
41
37
Sweatshirt / Hoodie
22 ↑
23 ↑
14
30 ↑
Sweater
12
20 ↑
12
30 ↑
Shorts/pants
41 ↑
30
31
28
Cardigan
28 ↑
19
18
19
Jacket
18
24
18
19
Yoga pants
7
8
7
8
Clothes with specific functions, e.g. quick dry, waterproof
4
7
5
8
Collar shirt
9
13
12
7
Graphic Tees
9
8
11
6
Thin jacket with UV protection
8
7
8
5
Observations
Korean Gen Z’s past 6 months clothes purchasing suggests a specific seasonal cycle where sweatshirt and sweater purchasing rising and T-shirt going down.
Jeans shows consistent although gradual decline, possibly reflecting the broader casualwear shift toward comfort pieces like hoodies and sweatshirts. This is in contrast with China and US markets where jeans held or grew.
The comeback of cardigan didn’t last among Korean Gen Z.
Q.46
Type of Footwear /Apparel Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase? · You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Clothes P6M | Multiple Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
66
24W2
63
25W1
62
25W2
65
▲ 3
Designer brands / Trendy brand
24W1
19
24W2
16
25W1
22
25W2
26 ↑
▲ 4
Streetwear brands (e.g. Vans, Evisu)
24W1
27
24W2
29 ↑
25W1
18
25W2
24
▲ 6
Fast fashion brands (e.g. Zara, H&M)
24W1
20
24W2
21
25W1
20
25W2
22
▲ 2
Second-hand / Pre-owned
24W1
8
24W2
6
25W1
10
25W2
8
▼ 2
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
2
24W2
6
25W1
4
25W2
5
▲ 1
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Fast fashion brands (e.g. Zara, H&M)
24W1
43
24W2
43
25W1
44
25W2
47
▲ 3
Sportswear brands (e.g. Nike, Lululemon)
24W1
37
24W2
37
25W1
29
25W2
44 ↑
▲ 15
Designer brands / Trendy brand
24W1
32
24W2
28
25W1
26
25W2
32
▲ 6
Streetwear brands (e.g. Vans, Evisu)
24W1
23
24W2
25
25W1
22
25W2
28
▲ 6
Second-hand / Pre-owned
24W1
9
24W2
10
25W1
11
25W2
12
▲ 1
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
2
24W2
6
25W1
4
25W2
4
0
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
66
63
62
65
Designer brands / Trendy brand
19
16
22
26 ↑
Streetwear brands (e.g. Vans, Evisu)
27
29 ↑
18
24
Fast fashion brands (e.g. Zara, H&M)
20
21
20
22
Second-hand / Pre-owned
8
6
10
8
Luxury fashion brands (e.g. Chanel, Balenciaga)
2
6
4
5
24W1
24W2
25W1
25W2
Fast fashion brands (e.g. Zara, H&M)
43
43
44
47
Sportswear brands (e.g. Nike, Lululemon)
37
37
29
44 ↑
Designer brands / Trendy brand
32
28
26
32
Streetwear brands (e.g. Vans, Evisu)
23
25
22
28
Second-hand / Pre-owned
9
10
11
12
Luxury fashion brands (e.g. Chanel, Balenciaga)
2
6
4
4
Observations
Footwear brand
Clothes brand
Sportswear leads footwear consistently and is holding. Sportswear made a significant leap in apparel to 44% - Korean Gen Z’s top choice together with fast fashion brands.
Designer and trendy brands are recovering in both categories. This is distinctly different from China where designer brands continued declining – Korean Gen Z appears to maintain stronger appetite for aspirational but accessible designer label.
Streetwear fluctuates but is generally holding, still a relevant and meaningful category for Korean Gen Z.
Q.47
Footwear / Apparel – Types of Brands Following
Which types of brands are you following or looking for related information regularly?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
52
24W2
47
25W1
44
25W2
48
▲ 4
Fast fashion brands (e.g. Zara, H&M)
24W1
42
24W2
41
25W1
37
25W2
39
▲ 2
Designer brands / Trendy brand
24W1
30
24W2
29
25W1
30
25W2
32
▲ 2
Streetwear brands (e.g. Vans, Evisu)
24W1
25
24W2
28
25W1
23
25W2
26
▲ 3
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
7
24W2
11
25W1
8
25W2
16 ↑
▲ 8
White label
24W1
-
24W2
-
25W1
-
25W2
10
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
52
47
44
48
Fast fashion brands (e.g. Zara, H&M)
42
41
37
39
Designer brands / Trendy brand
30
29
30
32
Streetwear brands (e.g. Vans, Evisu)
25
28
23
26
Luxury fashion brands (e.g. Chanel, Balenciaga)
7
11
8
16 ↑
White label
-
-
-
10
Observations
Luxury following among Korean Gen Z rises significantly this wave, but luxury purchasing was the lowest among all brand categories, suggesting that Gen Z dreams upward and shops pragmatically.
White label debuts at 10% - at a similar level with Chinese Gen Z.
Other brands following are mostly stable: sportswear leads consistently but fluctuates – mirrors their purchasing dominance in the category.
Q.48
Purchase Channel
On which channels or platforms do you purchase footwear / apparel / fashion products?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in % | Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Online shopping malls (e.g. Gmarket, Coupang)
24W1
43
24W2
37
25W1
37
25W2
42
▲ 5
Fashion/Apparel App (e.g. Hypebeast)
24W1
39
24W2
35
25W1
36
25W2
33
▼ 3
Department store (e.g. Lotte department store, Shinsegae Department Store)
Online only re-sale or secondhand platform/sections (e.g. Gmarket Mall Used Goods)
6
7
9
9
Live streaming shopping/sales (e.g. Coupang Live)
4
10 ↑
9 ↑
9 ↑
Pop up stores
8
9
8
7
Observations
Korean Gen Z footwear/apparel purchasing channels are consolidating around general online platforms (online shopping malls, fashion apps, brand websites) and stores, while social media and live streaming are gradually building.
Korea vs. China vs. US: China centers around Tmall and brand stores. US fragmented across many channels with no dominant patterns. Korea sits in between – online platforms recovering as the dominant channel, live streaming more established than the US but less so than China.
Q.49
Beauty brands
What is your favorite skincare/makeup brand?
BASE · Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=167, Millennials n=66, Gen X n=19** | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=128, Millennials n=39, Gen X n=4** | Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · SOUTH KOREAZ · M · X
Olive Young
GEN Z
54 ↑
MILLENNIAL
35
GEN X
53
Dior
GEN Z
8
MILLENNIAL
6
GEN X
-
SULWHASOO
GEN Z
5
MILLENNIAL
8
GEN X
11
LA ROCHE-POSAY
GEN Z
4
MILLENNIAL
8
GEN X
5
SK-II
GEN Z
4
MILLENNIAL
5
GEN X
5
ESTEE LAUDER
GEN Z
3
MILLENNIAL
3
GEN X
16
Medicube
GEN Z
3
MILLENNIAL
3
GEN X
-
Chanel
GEN Z
2
MILLENNIAL
8 ↑
GEN X
5
PROYA
GEN Z
2
MILLENNIAL
2
GEN X
-
COSRX
GEN Z
2
MILLENNIAL
2
GEN X
-
Bioderma
GEN Z
2
MILLENNIAL
2
GEN X
-
SHISEIDO
GEN Z
2
MILLENNIAL
2
GEN X
-
Laneige
GEN Z
2
MILLENNIAL
2
GEN X
-
L’Oréal Paris
GEN Z
1
MILLENNIAL
6 ↑
GEN X
-
Lancome
GEN Z
1
MILLENNIAL
5 ↑
GEN X
-
MAC
GEN Z
1
MILLENNIAL
2
GEN X
-
La Mer
GEN Z
1
MILLENNIAL
2
GEN X
-
Guerlain
GEN Z
1
MILLENNIAL
-
GEN X
-
Sidekick
GEN Z
1
MILLENNIAL
-
GEN X
-
Beauty of Joseon
GEN Z
1
MILLENNIAL
-
GEN X
-
Lab Series
GEN Z
-
MILLENNIAL
2
GEN X
5
GENERATIONAL BREAKDOWN · SOUTH KOREAZ · M · X
Olive Young
GEN Z
61 ↑
MILLENNIAL
26
GEN X
75
Dior
GEN Z
6
MILLENNIAL
8
GEN X
25
ESTEE LAUDER
GEN Z
4
MILLENNIAL
8
GEN X
-
Lancome
GEN Z
3
MILLENNIAL
3
GEN X
-
SHISEIDO
GEN Z
3
MILLENNIAL
-
GEN X
-
MAC
GEN Z
2
MILLENNIAL
8 ↑
GEN X
-
SULWHASOO
GEN Z
2
MILLENNIAL
8
GEN X
-
La Mer
GEN Z
2
MILLENNIAL
5
GEN X
-
PROYA
GEN Z
2
MILLENNIAL
3
GEN X
-
Bioderma
GEN Z
2
MILLENNIAL
5
GEN X
-
SK-II
GEN Z
2
MILLENNIAL
5
GEN X
-
Medicube
GEN Z
2
MILLENNIAL
3
GEN X
-
SKINCEUTICALS
GEN Z
2
MILLENNIAL
-
GEN X
-
Guerlain
GEN Z
2
MILLENNIAL
-
GEN X
-
Beauty of Joseon
GEN Z
2
MILLENNIAL
-
GEN X
-
Laneige
GEN Z
1
MILLENNIAL
8 ↑
GEN X
-
Chanel
GEN Z
1
MILLENNIAL
5
GEN X
-
L’Oréal Paris
GEN Z
1
MILLENNIAL
3
GEN X
-
CPB
GEN Z
1
MILLENNIAL
-
GEN X
-
Sidekick
GEN Z
1
MILLENNIAL
-
GEN X
-
LA ROCHE-POSAY
GEN Z
-
MILLENNIAL
5 ↑
GEN X
-
Raw data table
Gen Z
Millennials
Gen X
Olive Young
54 ↑
35
53
Dior
8
6
-
SULWHASOO
5
8
11
LA ROCHE-POSAY
4
8
5
SK-II
4
5
5
ESTEE LAUDER
3
3
16
Medicube
3
3
-
Chanel
2
8 ↑
5
PROYA
2
2
-
COSRX
2
2
-
Bioderma
2
2
-
SHISEIDO
2
2
-
Laneige
2
2
-
L’Oréal Paris
1
6 ↑
-
Lancome
1
5 ↑
-
MAC
1
2
-
La Mer
1
2
-
Guerlain
1
-
-
Sidekick
1
-
-
Beauty of Joseon
1
-
-
Lab Series
-
2
5
Gen Z
Millennials
Gen X
Olive Young
61 ↑
26
75
Dior
6
8
25
ESTEE LAUDER
4
8
-
Lancome
3
3
-
SHISEIDO
3
-
-
MAC
2
8 ↑
-
SULWHASOO
2
8
-
La Mer
2
5
-
PROYA
2
3
-
Bioderma
2
5
-
SK-II
2
5
-
Medicube
2
3
-
SKINCEUTICALS
2
-
-
Guerlain
2
-
-
Beauty of Joseon
2
-
-
Laneige
1
8 ↑
-
Chanel
1
5
-
L’Oréal Paris
1
3
-
CPB
1
-
-
Sidekick
1
-
-
LA ROCHE-POSAY
-
5 ↑
-
Observations
Skincare
Makeup
In Korea, Olive Young is the defining story by an enormous margin for both skincare and makeup categories – a cultural destination, discovery platform and social space rolled into one.
International brands are present but marginal among Korean Gen Z.
Q.50
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | Multiple Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
ChatGPT
24W1
61
24W2
67
25W1
77 ↑
25W2
78 ↑
▲ 1
Grok
24W1
-
24W2
-
25W1
-
25W2
16
Claude
24W1
-
24W2
-
25W1
-
25W2
15
DeepSeek
24W1
-
24W2
-
25W1
12
25W2
14
▲ 2
VR/AR (Virtual Reality/Augmented) device
24W1
13
24W2
18
25W1
8
25W2
11
▲ 3
Total
24W1
108
24W2
115
25W1
116
25W2
144
▲ 28
None of the above
24W1
34 ↑
24W2
29 ↑
25W1
20 ↑
25W2
11
▼ 9
Raw data table
24W1
24W2
25W1
25W2
ChatGPT
61
67
77 ↑
78 ↑
Grok
-
-
-
16
Claude
-
-
-
15
DeepSeek
-
-
12
14
VR/AR (Virtual Reality/Augmented) device
13
18
8
11
Total
108
115
116
144
None of the above
34 ↑
29 ↑
20 ↑
11
Observations
We see growing adoption of AI tools among Korean Gen Z – only 1 in 10 is not using AI tools regularly. 9 in 10 are using at least one AI tool regularly.
ChatGPT dominants while other three listed AI tools show similar adoption rates.
Q.51
Attitudes Towards AI
How do you feel about artificial intelligence (AI) – especially what tech companies have already achieved (e.g. ChatGPT, chat apps), and what’s still to come?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | Answer Selection <= 3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Positive
24W1
80
24W2
80
25W1
77
25W2
86 ↑
▲ 9
I like it – boost productivity / efficiency
24W1
40
24W2
45
25W1
42
25W2
42
0
Positive
24W1
36
24W2
35
25W1
40
25W2
42
▲ 2
Hopeful
24W1
34
24W2
28
25W1
33
25W2
38 ↑
▲ 5
Help me connect with friends/family more
24W1
13
24W2
14
25W1
13
25W2
16
▲ 3
Negative
24W1
69 ↑
24W2
61
25W1
70 ↑
25W2
69
▼ 1
Concerned
24W1
37
24W2
36
25W1
40
25W2
39
▼ 1
Worried / anxious
24W1
30 ↑
24W2
18
25W1
24
25W2
22
▼ 2
Doubtful / unbelieving
24W1
15
24W2
13
25W1
17
25W2
19
▲ 2
Scared
24W1
14 ↑
24W2
8
25W1
19 ↑
25W2
14 ↑
▼ 5
Neutral
24W1
63 ↑
24W2
76 ↑
25W1
57
25W2
54
▼ 3
Curious
24W1
28
24W2
35 ↑
25W1
22
25W2
24
▲ 2
Looking forward to more development – wait and see
24W1
31 ↑
24W2
35 ↑
25W1
27
25W2
20
▼ 7
Uncertain / not so sure
24W1
14
24W2
19
25W1
14
25W2
15
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Positive
80
80
77
86 ↑
I like it – boost productivity / efficiency
40
45
42
42
Positive
36
35
40
42
Hopeful
34
28
33
38 ↑
Help me connect with friends/family more
13
14
13
16
Negative
69 ↑
61
70 ↑
69
Concerned
37
36
40
39
Worried / anxious
30 ↑
18
24
22
Doubtful / unbelieving
15
13
17
19
Scared
14 ↑
8
19 ↑
14 ↑
Neutral
63 ↑
76 ↑
57
54
Curious
28
35 ↑
22
24
Looking forward to more development – wait and see
31 ↑
35 ↑
27
20
Uncertain / not so sure
14
19
14
15
Observations
Although Korean Gen Z has widely adopted AI tools, their attitude and perceptions of them haven’t changed too much – they carry the highest sustained negative sentiment compared to China and US. Concerns, doubts or worries persist.
Positive sentiment rises significantly mostly pulled up by feeling hopeful about AI development. This shows meaningful positivity while being cautious and careful about how AI would affect their work, and job markets.
Neutral sentiment has declined as opinions sharpening in both positive and negative directions rather than watching from the side lines.
Q.52
Aspirational Luxury Brands
Among the luxury brands below, which ones do you aspire to purchase from / own?
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Answer Selection <= 3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Chanel
24W1
36
24W2
30
25W1
37 ↑
25W2
27
▼ 10
Dior
24W1
31
24W2
28
25W1
29
25W2
24
▼ 5
HERMES
24W1
21
24W2
22
25W1
22
25W2
21
▼ 1
Louis Vuitton
24W1
16
24W2
20
25W1
19
25W2
18
▼ 1
Gucci
24W1
12
24W2
16
25W1
16
25W2
17
▲ 1
Prada
24W1
20
24W2
17
25W1
20
25W2
16
▼ 4
Balenciaga
24W1
9
24W2
14
25W1
11
25W2
15
▲ 4
Saint Laurent
24W1
14
24W2
13
25W1
11
25W2
12
▲ 1
CELINE
24W1
19 ↑
24W2
14
25W1
10
25W2
12
▲ 2
Burberry
24W1
10
24W2
12
25W1
7
25W2
11
▲ 4
Moncler
24W1
7
24W2
8
25W1
7
25W2
10
▲ 3
Valentino
24W1
7
24W2
10 ↑
25W1
5
25W2
8
▲ 3
Versace
24W1
6
24W2
8
25W1
5
25W2
7
▲ 2
Fendi
24W1
6
24W2
7
25W1
5
25W2
7
▲ 2
Bottega Veneta
24W1
8
24W2
7
25W1
7
25W2
6
▼ 1
MARNI
24W1
6
24W2
3
25W1
3
25W2
6
▲ 3
Canada Goose
24W1
3
24W2
6
25W1
3
25W2
6
▲ 3
Maison Margiela
24W1
9
24W2
10 ↑
25W1
7
25W2
5
▼ 2
RIMOWA
24W1
-
24W2
-
25W1
4
25W2
5
▲ 1
Amiri
24W1
2
24W2
3
25W1
6 ↑
25W2
4
▼ 2
Loewe
24W1
4
24W2
5
25W1
5
25W2
4
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Chanel
36
30
37 ↑
27
Dior
31
28
29
24
HERMES
21
22
22
21
Louis Vuitton
16
20
19
18
Gucci
12
16
16
17
Prada
20
17
20
16
Balenciaga
9
14
11
15
Saint Laurent
14
13
11
12
CELINE
19 ↑
14
10
12
Burberry
10
12
7
11
Moncler
7
8
7
10
Valentino
7
10 ↑
5
8
Versace
6
8
5
7
Fendi
6
7
5
7
Bottega Veneta
8
7
7
6
MARNI
6
3
3
6
Canada Goose
3
6
3
6
Maison Margiela
9
10 ↑
7
5
RIMOWA
-
-
4
5
Amiri
2
3
6 ↑
4
Loewe
4
5
5
4
Observations
Korean Gen Z’s luxury aspiration and its evolution is in contrasts with China and US markets. We don’t see brands of heritage prestige building – on the contrary, Chanel shows the sharpest decline across markets, and we also don’t see quiet luxury cluster building – Celine, Bottega Veneta actually show declines in aspiration.
The brands that are gaining and holding (Balenciaga, Moncler, Gucci) tend to have stronger streetwear or outerwear credentials which may connect to Korean Gen Z’s lifestyle and fashion style stronger.
Need to see whether this shift consolidates or this is random fluctuations.
Q.53
Luxury Perception
What aspects make a product or experience luxurious? Please choose 2 aspects that are most relevant or important to you.
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Answer Selection = 2 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Things or experiences that will bring positive emotions to me
24W2
36
25W1
42
25W2
35
▼ 7
Unparalleled quality and craftsmanship
24W2
28
25W1
26
25W2
31
▲ 5
A rich heritage and legacy in brand, craftsmanship, etc.
24W2
19
25W1
23
25W2
27 ↑
▲ 4
Collectable piece / worth investment – its value will not depreciate or may even appreciate
24W2
23
25W1
21
25W2
27
▲ 6
Goods or experiences that are scarce or difficult to obtain
24W2
22
25W1
20
25W2
25
▲ 5
A sense of pampering and indulgence
24W2
36 ↑
25W1
33 ↑
25W2
23
▼ 10
A famous designer / creator
24W2
15
25W1
20
25W2
17
▼ 3
Higher price
24W2
21
25W1
15
25W2
15
0
Raw data table
24W2
25W1
25W2
Things or experiences that will bring positive emotions to me
36
42
35
Unparalleled quality and craftsmanship
28
26
31
A rich heritage and legacy in brand, craftsmanship, etc.
19
23
27 ↑
Collectable piece / worth investment – its value will not depreciate or may even appreciate
23
21
27
Goods or experiences that are scarce or difficult to obtain
22
20
25
A sense of pampering and indulgence
36 ↑
33 ↑
23
A famous designer / creator
15
20
17
Higher price
21
15
15
Observations
Korean Gen Z’s luxury definition is maturing in the same direction similar with China Gen Z – away from indulgence and price signaling toward heritage, investment value, and intrinsic quality. This signals a mindset that luxury needs to earn its place through lasting craftmanship, credentials rather than momentary pleasure or status display.
Q.54
Drivers for Luxury
What is the most important factor that drove you to purchase from luxury brands for yourself to use in the past 1 year?
BASE · Among Gen Z (15-29) Who Purchased Luxury P1Y | Single Answer | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
To reward myself
24W2
25
25W1
21
25W2
21
0
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
24W2
9
25W1
14
25W2
13
▼ 1
To express my individuality
24W2
15
25W1
15
25W2
12
▼ 3
To treat myself well
24W2
15
25W1
14
25W2
11
▼ 3
To mark my success
24W2
5
25W1
5
25W2
10 ↑
▲ 5
To make me feel special (that I’m enjoying something that are somewhat exclusive)
24W2
9
25W1
8
25W2
9
▲ 1
Exquisite design and quality
24W2
10
25W1
10
25W2
7
▼ 3
As an investment that may appreciate in value over time
24W2
6
25W1
5
25W2
7
▲ 2
To gain respect
24W2
-
25W1
-
25W2
6
To show that I’m discerning
24W2
7
25W1
7
25W2
5
▼ 2
Raw data table
24W2
25W1
25W2
To reward myself
25
21
21
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
9
14
13
To express my individuality
15
15
12
To treat myself well
15
14
11
To mark my success
5
5
10 ↑
To make me feel special (that I’m enjoying something that are somewhat exclusive)
9
8
9
Exquisite design and quality
10
10
7
As an investment that may appreciate in value over time
6
5
7
To gain respect
-
-
6
To show that I’m discerning
7
7
5
Observations
Like in US and China, self-reward remains the stable top motivation for Korean Gen Z as well.
To mark success doubled – this reflects Korean’s high-pressure achievement culture where career success is hard-won and visible, buying luxury as a tangible marker carries cultural weight.
Other top drivers also reflect the strong association of personal emotions / milestones with luxury – luxury is to privately mark and reward life’s meaningful moments.
Similarly with US, the external rational and social justifications such as investment, respect, individuality are not as strong and in decline.
Section
Needs
South Korea
Q.55
Food and Beverages
What are your main considerations when purchasing food and beverages? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Food P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Good value for the money
24W1
82 ↑
24W2
79 ↑
25W1
79 ↑
25W2
66
▼ 13
Brings me excitement and enjoyment
24W1
60
24W2
55
25W1
55
25W2
55
0
Shows that I have good taste
24W1
55
24W2
51
25W1
53
25W2
51
▼ 2
I resonate with the value of the brand
24W1
31
24W2
26
25W1
30
25W2
34
▲ 4
It helps me contribute to sustainability (e.g. packaging, minimum waste)
24W1
25
24W2
32
25W1
28
25W2
34
▲ 6
It can be a conversation piece
24W1
19
24W2
23
25W1
20
25W2
28
▲ 8
Helps me fit in or to be part of a community
24W1
10
24W2
15
25W1
15
25W2
22 ↑
▲ 7
Support local community
24W1
8
24W2
11
25W1
14 ↑
25W2
17 ↑
▲ 3
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
13
24W2
11
25W1
17 ↑
25W2
17 ↑
0
Functional
24W1
91
24W2
89
25W1
92
25W2
89
▼ 3
Simplify food preparation / save time
24W1
59
24W2
61
25W1
60
25W2
52
▼ 8
Rich in nutrition
24W1
60 ↑
24W2
63 ↑
25W1
59 ↑
25W2
48
▼ 11
Clean and healthy (e.g. minimum additives, non-GMO)
24W1
58 ↑
24W2
50
25W1
47
25W2
51
▲ 4
Organic ingredients
24W1
20
24W2
24
25W1
23
25W2
24
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for the money
82 ↑
79 ↑
79 ↑
66
Brings me excitement and enjoyment
60
55
55
55
Shows that I have good taste
55
51
53
51
I resonate with the value of the brand
31
26
30
34
It helps me contribute to sustainability (e.g. packaging, minimum waste)
25
32
28
34
It can be a conversation piece
19
23
20
28
Helps me fit in or to be part of a community
10
15
15
22 ↑
Support local community
8
11
14 ↑
17 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
13
11
17 ↑
17 ↑
Functional
91
89
92
89
Simplify food preparation / save time
59
61
60
52
Rich in nutrition
60 ↑
63 ↑
59 ↑
48
Clean and healthy (e.g. minimum additives, non-GMO)
58 ↑
50
47
51
Organic ingredients
20
24
23
24
Q.56
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Alcohol P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Good value for money
24W1
80
24W2
86
25W1
80
25W2
79
▼ 1
Shows that I have good taste
24W1
64
24W2
63
25W1
57
25W2
59
▲ 2
Its value maintains over time / Collectable
24W1
37
24W2
42
25W1
45
25W2
59 ↑
▲ 14
It can be a conversation piece
24W1
47
24W2
47
25W1
54
25W2
51
▼ 3
Helps me fit in or to be part of a community
24W1
25
24W2
27
25W1
23
25W2
33
▲ 10
I resonate with the lifestyle values of the brand or the product concept
24W1
29
24W2
37
25W1
35
25W2
30
▼ 5
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
13
24W2
16
25W1
16
25W2
26 ↑
▲ 10
Function/performance related
24W1
93
24W2
96
25W1
97
25W2
93
▼ 4
Authentic taste of its origin
24W1
63
24W2
53
25W1
57
25W2
51
▼ 6
Can be easily mixed with other ingredients to create new drinks
24W1
61
24W2
58
25W1
51
25W2
46
▼ 5
It’s made of high-quality ingredients and process, and comes from the best origins
24W1
47
24W2
35
25W1
43
25W2
43
0
Good for gifting
24W1
34
24W2
37
25W1
41
25W2
25
▼ 16
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for money
80
86
80
79
Shows that I have good taste
64
63
57
59
Its value maintains over time / Collectable
37
42
45
59 ↑
It can be a conversation piece
47
47
54
51
Helps me fit in or to be part of a community
25
27
23
33
I resonate with the lifestyle values of the brand or the product concept
29
37
35
30
KOL/influencer endorsed or recommended (on social media or live streaming)
13
16
16
26 ↑
Function/performance related
93
96
97
93
Authentic taste of its origin
63
53
57
51
Can be easily mixed with other ingredients to create new drinks
61
58
51
46
It’s made of high-quality ingredients and process, and comes from the best origins
47
35
43
43
Good for gifting
34
37
41
25
Q.57
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
98
24W2
98
25W1
98
25W2
97
▼ 1
Good value for the money
24W1
65
24W2
70
25W1
65
25W2
62
▼ 3
Its value maintains over time / Collectable
24W1
30
24W2
29
25W1
28
25W2
38
▲ 10
I resonate with the sport / lifestyle / aesthetic values of the brand
24W1
28
24W2
22
25W1
25
25W2
29
▲ 4
Makes me look youthful / young
24W1
29
24W2
25
25W1
22
25W2
29
▲ 7
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
24W1
12
24W2
16
25W1
14
25W2
26 ↑
▲ 12
Helps me fit in or to be part of a community
24W1
9
24W2
11
25W1
11
25W2
16
▲ 5
Limited edition – it’s rare and owned by few people稀缺性
24W1
6
24W2
11
25W1
9
25W2
15
▲ 6
Let’s me customize
24W1
11
24W2
13
25W1
18
25W2
14
▼ 4
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
4
24W2
7
25W1
14 ↑
25W2
13 ↑
▼ 1
It can be a conversation piece
24W1
14
24W2
16
25W1
17
25W2
11
▼ 6
Looks expensive
24W1
13
24W2
13
25W1
18
25W2
10
▼ 8
Function/performance related
24W1
97
24W2
95
25W1
93
25W2
94
▲ 1
Comfortable to wear all day
24W1
75 ↑
24W2
72 ↑
25W1
74 ↑
25W2
57
▼ 17
Versatile – good for everyday living (work, school, going out) and doing sports
24W1
66
24W2
60
25W1
58
25W2
55
▼ 3
It’s classic and does not go out of date easily
24W1
63 ↑
24W2
55
25W1
52
25W2
51
▼ 1
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
24W1
32
24W2
41
25W1
39
25W2
40
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
98
98
98
97
Good value for the money
65
70
65
62
Its value maintains over time / Collectable
30
29
28
38
I resonate with the sport / lifestyle / aesthetic values of the brand
28
22
25
29
Makes me look youthful / young
29
25
22
29
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
12
16
14
26 ↑
Helps me fit in or to be part of a community
9
11
11
16
Limited edition – it’s rare and owned by few people稀缺性
6
11
9
15
Let’s me customize
11
13
18
14
KOL/influencer endorsed or recommended (on social media or live streaming)
4
7
14 ↑
13 ↑
It can be a conversation piece
14
16
17
11
Looks expensive
13
13
18
10
Function/performance related
97
95
93
94
Comfortable to wear all day
75 ↑
72 ↑
74 ↑
57
Versatile – good for everyday living (work, school, going out) and doing sports
66
60
58
55
It’s classic and does not go out of date easily
63 ↑
55
52
51
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
32
41
39
40
Q.58
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
99
24W2
98
25W1
97
25W2
98
▲ 1
Good value for the money
24W1
66
24W2
72 ↑
25W1
62
25W2
62
0
Its value maintains over time / Collectable
24W1
33
24W2
35
25W1
30
25W2
39
▲ 9
Makes me look youthful / young
24W1
28
24W2
31
25W1
27
25W2
32
▲ 5
I resonate with the sport / lifestyle / aesthetic values of the brand
24W1
21
24W2
22
25W1
27
25W2
23
▼ 4
Helps me fit in or to be part of a community
24W1
7
24W2
11
25W1
11
25W2
19 ↑
▲ 8
It can be a conversation piece
24W1
15
24W2
12
25W1
14
25W2
18
▲ 4
Let’s me customize
24W1
11
24W2
12
25W1
15
25W2
16
▲ 1
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
6
24W2
8
25W1
11
25W2
15 ↑
▲ 4
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
24W1
14
24W2
19
25W1
18
25W2
14
▼ 4
Looks expensive
24W1
13
24W2
13
25W1
14
25W2
12
▼ 2
Limited edition – it’s rare and owned by few people稀缺性
24W1
7
24W2
9
25W1
11
25W2
9
▼ 2
Function/performance related
24W1
96
24W2
96
25W1
93
25W2
94
▲ 1
Comfortable to wear all day
24W1
70 ↑
24W2
72 ↑
25W1
73 ↑
25W2
60
▼ 13
It’s classic and does not go out of date easily
24W1
69 ↑
24W2
59
25W1
60
25W2
54
▼ 6
Versatile – good for everyday living (work, school, going out) and doing sports
24W1
62 ↑
24W2
52
25W1
54
25W2
53
▼ 1
Latest / popular style and elements
24W1
46
24W2
42
25W1
40
25W2
41
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
99
98
97
98
Good value for the money
66
72 ↑
62
62
Its value maintains over time / Collectable
33
35
30
39
Makes me look youthful / young
28
31
27
32
I resonate with the sport / lifestyle / aesthetic values of the brand
21
22
27
23
Helps me fit in or to be part of a community
7
11
11
19 ↑
It can be a conversation piece
15
12
14
18
Let’s me customize
11
12
15
16
KOL/influencer endorsed or recommended (on social media or live streaming)
6
8
11
15 ↑
It helps me contribute to sustainability (e.g. recycled material, simple packeging)
14
19
18
14
Looks expensive
13
13
14
12
Limited edition – it’s rare and owned by few people稀缺性
7
9
11
9
Function/performance related
96
96
93
94
Comfortable to wear all day
70 ↑
72 ↑
73 ↑
60
It’s classic and does not go out of date easily
69 ↑
59
60
54
Versatile – good for everyday living (work, school, going out) and doing sports
62 ↑
52
54
53
Latest / popular style and elements
46
42
40
41
Q.59
Beauty
What are your main considerations when purchasing skincare/haircare/makeup products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
99
▼ 1
Good value for money
24W1
82 ↑
24W2
84 ↑
25W1
78 ↑
25W2
67
▼ 11
Makes me look/feel young/youthful
24W1
56
24W2
61 ↑
25W1
57
25W2
48
▼ 9
I resonate with the lifestyle created by the brand/product
24W1
-
24W2
-
25W1
-
25W2
39 ↑
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
24W1
43
24W2
45 ↑
25W1
39
25W2
37
▼ 2
I resonate with the aesthetic values of the brand/product
24W1
33
24W2
37
25W1
34
25W2
35
▲ 1
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
23
24W2
20
25W1
29
25W2
25
▼ 4
It can be a conversation piece
24W1
21
24W2
23
25W1
18
25W2
23
▲ 5
Helps me fit in or to be part of a community
24W1
15
24W2
12
25W1
16
25W2
17
▲ 1
It looks like a collectible piece of art
24W1
16
24W2
15
25W1
12
25W2
16
▲ 4
Makes me feel rich
24W1
6
24W2
11 ↑
25W1
13 ↑
25W2
15 ↑
▲ 2
It’s rare and owned by few people
24W1
13
24W2
10
25W1
15
25W2
13
▼ 2
Functional
24W1
94
24W2
95 ↑
25W1
93
25W2
90
▼ 3
Simpler skincare/haircare/makeup steps to save time
24W1
74 ↑
24W2
68 ↑
25W1
67 ↑
25W2
56
▼ 11
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
24W1
58 ↑
24W2
55
25W1
59 ↑
25W2
47
▼ 12
It employs the most advanced technology & high-tech ingredients
24W1
25
24W2
26
25W1
29
25W2
26
▼ 3
Let’s me customize
24W1
13
24W2
16
25W1
19
25W2
19
0
Gender specific
24W1
22
24W2
18
25W1
15
25W2
17
▲ 2
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
99
Good value for money
82 ↑
84 ↑
78 ↑
67
Makes me look/feel young/youthful
56
61 ↑
57
48
I resonate with the lifestyle created by the brand/product
-
-
-
39 ↑
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
43
45 ↑
39
37
I resonate with the aesthetic values of the brand/product
33
37
34
35
KOL/influencer endorsed or recommended (on social media or live streaming)
23
20
29
25
It can be a conversation piece
21
23
18
23
Helps me fit in or to be part of a community
15
12
16
17
It looks like a collectible piece of art
16
15
12
16
Makes me feel rich
6
11 ↑
13 ↑
15 ↑
It’s rare and owned by few people
13
10
15
13
Functional
94
95 ↑
93
90
Simpler skincare/haircare/makeup steps to save time
74 ↑
68 ↑
67 ↑
56
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
58 ↑
55
59 ↑
47
It employs the most advanced technology & high-tech ingredients
25
26
29
26
Let’s me customize
13
16
19
19
Gender specific
22
18
15
17
Q.60
Tech
What are your main considerations when purchasing tech products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Makes it easier and more convenient to enjoy my life
24W1
64 ↑
24W2
67 ↑
25W1
56
25W2
54
▼ 2
Feel my privacy/data security is well protected
24W1
46
24W2
41
25W1
42
25W2
50 ↑
▲ 8
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
24W1
46
24W2
47
25W1
45
25W2
47
▲ 2
Its value maintains over time / Collectable
24W1
42
24W2
49
25W1
42
25W2
42
0
I resonate with the value of the brand
24W1
34
24W2
40
25W1
39
25W2
41
▲ 2
Brands that show strong support of sustainability
24W1
37
24W2
35
25W1
44 ↑
25W2
37
▼ 7
It can be a conversation piece
24W1
23
24W2
23
25W1
24
25W2
32 ↑
▲ 8
Helps me fit in or to be part of a community
24W1
21
24W2
26
25W1
28 ↑
25W2
29 ↑
▲ 1
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
17
24W2
21
25W1
22
25W2
26
▲ 4
Functional
24W1
89
24W2
86
25W1
89
25W2
82
▼ 7
Easy to use
24W1
55 ↑
24W2
45
25W1
50
25W2
45
▼ 5
Can boost productivity
24W1
49
24W2
45
25W1
43
25W2
42
▼ 1
Latest or most advanced technology
24W1
49
24W2
45
25W1
47
25W2
38
▼ 9
Lets me customize
24W1
18
24W2
15
25W1
17
25W2
18
▲ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Makes it easier and more convenient to enjoy my life
64 ↑
67 ↑
56
54
Feel my privacy/data security is well protected
46
41
42
50 ↑
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
46
47
45
47
Its value maintains over time / Collectable
42
49
42
42
I resonate with the value of the brand
34
40
39
41
Brands that show strong support of sustainability
37
35
44 ↑
37
It can be a conversation piece
23
23
24
32 ↑
Helps me fit in or to be part of a community
21
26
28 ↑
29 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
17
21
22
26
Functional
89
86
89
82
Easy to use
55 ↑
45
50
45
Can boost productivity
49
45
43
42
Latest or most advanced technology
49
45
47
38
Lets me customize
18
15
17
18
Q.61
Luxury
What are your main considerations when purchasing Luxury products or experience? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Its value maintains over time / Collectable
24W1
41
24W2
41
25W1
44
25W2
41
▼ 3
Feel indulged (the shopping experience, how people treat me)
24W1
43
24W2
42
25W1
44
25W2
40
▼ 4
I resonate with the values and lifestyles expressed by the brand
24W1
35
24W2
39
25W1
35
25W2
40
▲ 5
Shows that I’m trendy and stylish
24W1
37
24W2
47 ↑
25W1
41
25W2
39
▼ 2
Helps me stand out or feel different
24W1
41
24W2
40
25W1
40
25W2
37
▼ 3
Brands that show strong support of sustainability / It helps me contribute to sustainability
24W1
25
24W2
28
25W1
32
25W2
33
▲ 1
Makes me feel rich
24W1
29
24W2
27
25W1
27
25W2
32
▲ 5
It’s rare and owned by few people
24W1
28
24W2
29
25W1
22
25W2
32 ↑
▲ 10
It can be a conversation piece
24W1
25
24W2
24
25W1
28
25W2
31
▲ 3
Helps me fit in or to be part of a community
24W1
18
24W2
27 ↑
25W1
27 ↑
25W2
28 ↑
▲ 1
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
21
24W2
23
25W1
24
25W2
22
▼ 2
Functional
24W1
85 ↑
24W2
79
25W1
81
25W2
75
▼ 6
Durable and can be used for a long time
24W1
52 ↑
24W2
44
25W1
47 ↑
25W2
35
▼ 12
Its style does not go out of date easily
24W1
42
24W2
38
25W1
34
25W2
34
0
I can wear them for many occasions/ activities/ looks
24W1
32
24W2
28
25W1
32
25W2
33
▲ 1
Looks expensive
24W1
31 ↑
24W2
22
25W1
22
25W2
21
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Its value maintains over time / Collectable
41
41
44
41
Feel indulged (the shopping experience, how people treat me)
43
42
44
40
I resonate with the values and lifestyles expressed by the brand
35
39
35
40
Shows that I’m trendy and stylish
37
47 ↑
41
39
Helps me stand out or feel different
41
40
40
37
Brands that show strong support of sustainability / It helps me contribute to sustainability
25
28
32
33
Makes me feel rich
29
27
27
32
It’s rare and owned by few people
28
29
22
32 ↑
It can be a conversation piece
25
24
28
31
Helps me fit in or to be part of a community
18
27 ↑
27 ↑
28 ↑
KOL/influencer endorsed or recommended (on social media or live streaming)
21
23
24
22
Functional
85 ↑
79
81
75
Durable and can be used for a long time
52 ↑
44
47 ↑
35
Its style does not go out of date easily
42
38
34
34
I can wear them for many occasions/ activities/ looks
32
28
32
33
Looks expensive
31 ↑
22
22
21
Q.62
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
Self-driving features/driverless technology, e.g. adaptive cruise control, lane keeping assist, parking assist, full
30
25
32
31
The size of car must accommodate my family and storage needs
32
30
32
30
Easy access to excellent service and after-sale support
30
32
33
29
Exciting to drive – acceleration and easy to handle
34
36
37
28
Easy and convenient to charge the battery (e.g. availability of charging stations, fast charge), if it’s an electric
24
26
29
25
Potential resale value
18
22
18
25 ↑
Emotional
63
61
61
71 ↑
I resonate with the values and lifestyles expressed by the brand
28
23
22
32 ↑
Helps me stand out or feel different (such as being an early adopter of the latest technology)
24
19
23
27 ↑
Brands that show strong support of sustainability / It helps me contribute to sustainability
22
26
25
24
Helps me fit in or to be part of a community / connect with other owners
17
15
16
24 ↑
It’s rare and owned by few people
12
10
12
17 ↑
It can be a conversation piece
17
16
15
16
Observations
Across categories, value consciousness is still among the top considerations, but it has softened for food, clothes and beauty category (remained similar level for alcohol and footwear category). We saw this shift in US data earlier, but with a larger degree.
More Korean Gen Z consumers purchase out of belonging and community considerations for almost all categories (all showed significant rise for belonging factors but Skincare), particularly for alcohol (+10%), tech (+10%), luxury (+10%), and auto (+8%) categories. This reflects the overall increase in belonging, group participation data for Korean Gen Z – again showing their re-engaging with consumption as a form of social participation and self-expression rather than just purchasing or managing necessity.
KOL influence is increasing for multiple categories, especially among alcohol (+10%). When we started tracking, KOL influence was rather low especially for footwear, apparel, auto categories (4%, 6%, 9%). Now between 13% - 26% of Korean Gen Z are motivated to purchase out of KOL endorsement. Influencer recommendations retain considerable purchase power.
For footwear and apparel, the overall ranking of considerations still show Korean Gen Z consumers prioritize practical considerations like value, comfort even if certain emotional motivations have grown.
Alcohol collectability significantly increased to 59%. It has become a joint top emotional consideration alongside “value for money”. The desire to own alcohol with lasting or appreciating value is becoming a primary driver.
Similarly with China and US, Car purchase has shifted towards emotional and social motivation. Cars have become a social signal and community connector for Korean Gen Z.
For luxury, durability is not as important a consideration compared to previous waves (52 ->44 ->47 -> 35%), suggesting Korean Gen Z is becoming less focused on getting long-term practical value from luxury. Meanwhile, rarity and limitedness are gaining ground in this wave (28 – 22 – 29 – 32%), now just behind self-expression in the motivation ranking. The appeal of owning something few others have is becoming a more explicit and valued dimension of the luxury experience.