BASE · Among Gen Z (15-29) | Response in % | Note: ↑ = significantly higher at 95% (agency t-test): across markets, than at least two of the other three; across waves, than at least one other wave; across generations, than at least one other generation. 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
Distrust is the most common answer in Korea at 45% ↑, second only to Japan (46% ↑) and well above China (38%) and the US (35%). Skepticism toward platforms is widespread.
"Trust it more" is just 26% in Korea, below China (28%) and well below the US (41% ↑). Korea is near the bottom of the four markets on this answer.
"No change" is 29% in Korea, lower than China (35% ↑) but higher than the US (24%).
In Korea, distrust is well ahead of trust (45% ↑ vs 26%), a wider net negative gap than any market except Japan. The gap is 19pp in Korea and 30pp in Japan.
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
Alcohol is a non-negotiable for 17% ↑ of Korean Gen Z, far above the US (10%), China (7%) and Japan (4%). No other market protects it to this degree.
Food is a non-negotiable for 27% in Korea, lower than China (34%), the US (34%) and Japan (38%).
Experiences are at 14% in Korea, ahead of China (8%) and the US (10%) but well behind Japan (21% ↑).
Fashion is at 12% in Korea, the highest of the four markets, above the US (10%), China (8%) and Japan (6%).
Healthcare (14%) and tech/gadgets (6%) are low in Korea. The US leads on healthcare (20% ↑) and China leads on tech (13%).
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
Korean Gen Z react strongly to price rises: 37% look for cheaper alternatives, the highest of the four markets. Japan (35%) is close behind, and the US is at 32%.
"Buy less overall" is 27% ↑ in Korea, the highest across markets, above the US (24%) and well above China (19%). Many are cutting back, not only switching to cheaper options.
Only 10% of Korean Gen Z report no change, the lowest of the four and about a third of China's 32% ↑. Very few say they are unaffected.
Cutting non-essentials is 26% in Korea, behind China (36% ↑) and Japan (31%). More Korean Gen Z look for cheaper alternatives (37%) than cut back on non-essentials.
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
Anxiety is 27% in Korea, close to the US (26%) and far above China (8%), but below Japan's 36% ↑.
"Motivated to stay informed" is the top response in Korea at 40%, ahead of the US (37%) and Japan (33%) but behind China's 52% ↑.
Indifference is low in Korea at 17%, well below China (29% ↑) and the US (25% ↑). Economic pressure is being felt here.
Numbness is 16% in Korea, the highest of the four markets, above Japan (14%), the US (12%) and China (11%).
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
Investing is at 24% ↑ in Korea, the highest of the four markets and well above China (14%), the US (16%) and Japan (15%). Korean Gen Z are the most focused on building wealth.
Saving is 33% in Korea, the same as China (33%) and in line with all markets (32 to 34%). It is a common baseline everywhere.
Spending on things that bring joy is 25% in Korea, below China's 40% ↑ but ahead of the US (18%).
Supporting family is 12% in Korea, level with Japan (12%) and far below the US (25% ↑).
Paying off debt is low at 6% in Korea, the same as Japan and below the US (9%).
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 are the top luxury in Korea at 43% ↑, close to China (44% ↑) and more than double Japan (19%). Good everyday essentials feel aspirational here.
"Having no financial anxiety" is just 15% in Korea, 12pp below China and the US (27% ↑ each). Freedom from money worry is much less often seen as luxury here.
Travel as luxury is 22% in Korea, ahead of China (14%) and the US (19%) but behind Japan's 34% ↑.
Eating out (10%) and time off (10%) are low in Korea. The US and Japan lead on eating out (16% ↑ each).
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
Pessimism is 20% ↑ in Korea, or 1 in 5, far above China (5%) and the US (10%). Only Japan (26% ↑) is higher.
"Very optimistic" is just 20% in Korea, about half the level in China (38% ↑) and the US (39% ↑). Strong confidence is rare.
Neutral is 33% in Korea, level with China (33%), and is the largest single answer. Many have not settled on a view.
Cautious hopefulness is 27% in Korea, below Japan's 35% ↑. Korean views are spread across neutral, hopeful and pessimistic answers.
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
Salary and growth lead in Korea at 39% ↑, the highest of the four, just above China (38% ↑) and 7 to 8pp above Japan and the US. Pay is the main priority.
Stability and benefits are 30% in Korea, in line with other markets (28 to 30% range). This answer does not separate the markets.
Mission and purpose are just 10% in Korea, half the US level (20% ↑). China is also at 10%, and Japan is at 14%.
Flexibility and freedom are 20% in Korea, the lowest of the four, below Japan (26% ↑). Freedom matters least in the market where pay matters most.
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
In Korea, 25% say GLP-1 drugs create unhealthy pressure to be skinny, the highest of the four markets and just above the US (24%).
"They are mainly a health solution" is 19% in Korea, level with China and above the US (17%) and Japan (14%). A similar share see the drugs in medical terms.
Unfamiliarity is 20% in Korea, below China (27% ↑) and Japan (35% ↑). More Korean Gen Z know about the topic.
"The perspective that skinny is more beautiful is back" is 13% in Korea, between China (8%) and the US (18% ↑). A moderate share see thinness returning as an ideal.
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, Ethereum, etc.)?
"Higher returns are worth higher risk" is the top view in Korea at 30% ↑, far above China (17%), the US (16%) and Japan (17%). Korean Gen Z most often see higher returns as the reason people turn to alternative finance.
Optimistic opportunism is 11% in Korea, about half China's 21% ↑. Korean Gen Z cite higher returns (30% ↑) far more often than optimism about unconventional opportunities.
Social media influence is low in Korea at 11%, well below the US (18% ↑) and Japan (15% ↑). Fewer Korean Gen Z see peers online as the reason people turn to alternative finance.
Unfamiliarity is 13% in Korea, below China (19% ↑) and Japan (28% ↑). Korean Gen Z are more familiar with the topic.
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
Technology/AI risk (21%) and economic system failure (21% ↑) are both the highest of the four markets in Korea. In Korea they are tied with climate collapse (21%) as the top threats.
Climate collapse is 21% in Korea, level with Japan (21%) and behind China (24%).
War or geopolitical conflict is lowest in Korea at 17%, below the US (22%) and China (24%) and far below Japan (28% ↑).
Only 4% of Korean Gen Z see no major threat, the lowest of the four. Nearly everyone sees some long-term risk.
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
The mixed view, "Some are positive, some are harmful", leads in Korea at 43% ↑, the highest of the four markets and well above China (31%). The largest group takes a balanced position.
Korea is the least receptive: just 7% welcome these views as balancing, a third of China's 22% ↑.
"They provide useful guidance" is 18% in Korea, behind China (28% ↑) and the US (25%).
Unfamiliarity is 16% in Korea, above China (13%) but below Japan (23% ↑). A sizeable minority have not engaged with this content.
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
"More freedom and independence" leads in Korea at 34%, level with China and 5 to 7pp above the US (29%) and Japan (27%). It is the most common answer in Korea.
A normal way of living, no better or worse than having a spouse, is 22% in Korea, below China (28%). It is the second most common answer in Korea.
Loneliness is 11% in Korea, between China (6%) and Japan/US (13% each).
"Less social pressure than before" is 14% in Korea, the highest of the four markets, above China (12%) and the US (8%).
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
Korean Gen Z are the most pessimistic about AI and jobs: 35% ↑ expect it to replace many existing jobs. That is the highest of the four and well above China (14%).
"Create more jobs than it replaces" is just 16% in Korea, below the US (23% ↑) and China (19%). Few expect a net gain in jobs.
"Change how most jobs are done" is 25% in Korea, the same as the US but below China's 31% ↑.
"Still too early to tell" is lowest in Korea at 8%, compared with China (14% ↑) and Japan (16% ↑). The most common Korean view is that AI will replace many jobs (35% ↑).
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
"They should contribute more to society" is the top view in Korea at 28%, though below the US (38% ↑) and China (31%).
"They deserve their wealth" is 21% in Korea, the highest of the four markets, above the US (19%) and Japan (14%). A sizeable share accept great wealth.
"Their wealth is a result of innovation" is 19% in Korea, between China (21%) and the US (16%).
Indifference is 15% in Korea, close to China (14%) and below Japan (23% ↑).
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
Economic stability leads in Korea at 31%, close to China (30%) and Japan (29%).
Peace and conflict prevention is 26% in Korea, high but below Japan's 36% ↑.
Climate protection is 21% in Korea, above the US (19%) and well above Japan (13%).
Human wellbeing is low in Korea at 16%, below the US (28% ↑).
Distrust in global institutions is just 6% in Korea, below Japan (12%). Most Korean Gen Z choose a focus area instead.
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
AI-created content leads in Korea at 28% ↑, second only to China (32% ↑) and above the US (20%). It is the most common answer in Korea.
Creator-led platforms (21%) and streaming entertainment (21% ↑) share second place in Korea. Both are above their levels in China (12% and 10%).
Korea's 21% ↑ for streaming is the highest of the four markets. It is above the US (17%), Japan (16%) and China (10%).
Interactive digital worlds are just 7% in Korea, well below China (17% ↑). Few Korean Gen Z expect immersive digital worlds to lead.
"I don't have a strong opinion on this" is lowest in Korea at 7%, compared with China (14% ↑) and Japan (16% ↑). Most Korean Gen Z have a clear view on where culture is going.
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
Proven experience leads in Korea at 23%, the highest of the four markets, above China (18%) and the US (20%).
Embracing AI at work is 20% ↑ in Korea, close to China (21% ↑) and nearly double the US (11%) and Japan (11%).
Connections are low in Korea at 12%, about half China's 22% ↑. Personal networks are seen as much less important here.
"It depends on the field" is 15% ↑ in Korea, above China (9%). More Korean Gen Z say the answer depends on context.
The right degree is just 12% in Korea, near the bottom, as in all markets. Formal qualifications are seen as less important.
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
Belonging rises to 65% ↑ in 25W2, up 10pp from 25W1. It is the highest level in the four waves.
Relationship-building reaches a series high of 77% ↑, up 6pp, after a significant rise in 25W1 (71% ↑) from 62% in 24W2.
Environmental living rises to 65% ↑ (up 10pp) and outdoor appeal to 57% ↑ (up 12pp). Outdoor appeal has the largest rise in the set, and environmental living ties with belonging.
Material stability (76% ↑) and ambition (71% ↑) rise alongside authenticity (73% ↑, up 8pp). Security and drive are growing together, not one at the expense of the other.
Lying flat falls to 59% (from 25W1's 62%), one of the few items to decline. Fewer now say they prefer to avoid a competitive lifestyle.
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
Autonomy still leads at 46% in 25W2 but drops 6pp from a 25W1 high of 52% ↑. It remains the main way success is defined, but less strongly.
Self-reliance falls to 33%, down 7pp from 25W1's 40% ↑, the steepest decline. Success is being defined in less solitary terms.
"Making a positive impact in the world" rises to 28% ↑, up 6pp. It has grown the most in the set, from a 24W2 base of 14%.
Community-building rises to 21% ↑, up 5pp. Together with the rise in impact, this shows a shift toward shared, relational views of success.
Personal growth holds at 41% in second place, while autonomy and self-reliance decline.
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
Cultural and fashion trends still lead at 30% but drop 7pp from 25W1's 37% ↑. They remain the top topic, though interest is cooling.
AI and future technologies hold at 24% ↑, flat on the last wave but significantly above 24W1 (20%). Interest has held steady.
Currency exchange rates (12% ↑, up 4pp) and international events (11% ↑, up 4pp) both rise significantly. Korean Gen Z are paying more attention to global and financial news.
Work/life balance falls to 24% from 25W1's 27%, and domestic sports to 14%. Both are at their lowest level in the four waves.
XR technology rises to 7% ↑ from 25W1's 4%. The change is small but significant.
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
Positive sentiment rises to 65% ↑, up 13pp from 25W1's 52%, its highest level in the four waves. Most positive words rise.
Negative sentiment falls to 59%, down 14pp from a 25W1 peak of 73% ↑. This almost mirrors the rise in positive sentiment.
Stressed (16%, down 9pp), worried (20%, down 7pp) and exhausted (18%, down 6pp) all fall sharply from 25W1 levels. Fewer describe themselves as worn out.
Energetic (12% ↑) and content (17% ↑) both rise 7pp, and hopeful rises to 17% ↑ (up 7pp). The gain shows up as both energy and calm.
Neutral falls to 43% from 25W1's 50% ↑, after three waves at 50 to 52%. Fewer people sit in the middle as mood turns positive.
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 · Going well: among Gen Z (15-29) · Not going well: among Gen Z (15-29) who did not answer that everything is going well | Single answer | Response in %
GENERATIONAL BREAKDOWN · SOUTH KOREAGOING WELLZ · 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 KOREANOT GOING WELLZ · 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
Going well
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
Not going well
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 and social connections are a "going well" answer for 9% ↑ of Gen Z, against 3% of Millennials and 1% of Gen X. Gen Z are three times as likely as Millennials to say so.
Family relationships are the most common positive for Gen Z at 14%, though Gen X is higher at 20%. Close relationships are where Gen Z feel things are going best.
No single area stands out among Gen Z's other positives. Physical health, fulfilment, mental health, income stability and digital relationships all sit at 7 to 8%.
School/education is a positive for 5% ↑ of Gen Z, against 1% of Millennials.
Income stability (13%) and future planning (12%) are the top things not going well for Gen Z, while housing is 3%. Mental health is third at 10%.
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
Home improvement / renovation
24W1
-
24W2
-
25W1
6 ↑
25W2
7 ↑
▲ 1
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 ↑
Home improvement / renovation
-
-
6 ↑
7 ↑
Observations
Personal development still leads at 37% but is down from a 24W1 peak of 48% ↑. The drive for self-improvement is easing but remains strong.
Personal finance falls to 32%, down 4pp from 25W1's 36% and from a 24W2 high of 42% ↑. It is still the second most common focus.
Being in nature (11% ↑, up 5pp) and community-building (10% ↑, up 3pp) both rise significantly. Focus is shifting slightly toward nature and community.
Work/life balance falls to 22%, down 7pp from 25W1's 29% ↑, the steepest decline in the set.
Getting to know AI rises to 11% ↑, up slowly from 24W1's 8%. China's figure has not grown over the same period (17% to 16%).
Section
Lifestyle
South Korea
Q.25
Increased Time Spent by Activity
BASE · Among Gen Z (15-29)
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
Social media leads at 39% but drops 5pp from 25W1's 44% ↑. Fewer say they spent more time on social media than in 25W1.
Resting/sleeping falls to 38%, down 4pp and well below the 24W1 high of 47% ↑. Fewer say they spent more time resting.
Time with friends rises to 25% ↑, up 3pp, and is significantly above 24W2 (18%). It is the largest rise in the set.
School/paid work drops to 13%, down 5pp from 25W1's 18% ↑ and from a 24W1 high of 25% ↑. Fewer say they spent more time on study and work.
Reading magazines/newspapers falls to 8% from 25W1's 10%, continuing a slow decline.
Q.26
Drivers of Time Investment in Self-Development
BASE · Among Gen Z (15-29) who spent more time on 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
Personal growth still leads at 48% but falls 7pp from 25W1's 55%. The main internal motive is weaker than before.
Entrepreneurial spirit rises to 29% ↑, up 12pp from 25W1's 17%, the biggest change. It is also above its 24W2 level (25%).
Inspiration from social media rises to 28% ↑, up 8pp from 25W1's 20%. More learning is prompted by what people see online.
Career enhancement falls to 38%, down 7pp from 25W1's 45%. Being better prepared for an uncertain future holds at 43%.
Autonomy (27%), mental health (23%), belonging (18%) and fulfilment gaps (18%) are well below the top three reasons. Autonomy and mental health rise, while belonging and fulfilment gaps fall.
Q.27
Drivers of Time Investment in Personal Interests
BASE · Among Gen Z (15-29) who spent more time on 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
Happiness as a driver falls to 57%, down 10pp from 25W1's 67% ↑. Hobbies are less often about joy alone.
Stress relief rises to 54%, up 8pp from 25W1's 46%. The gap between joy and stress relief has narrowed sharply.
"I want to use my time better outside work / school" rises to 36% ↑, up 12pp from 25W1's 24%, the biggest change. Hobbies are seen more as a productive use of time.
Inspiration from social media reaches 36% ↑, up 6pp. As with learning, platforms increasingly shape hobbies.
Alignment with personal values (39%) and a community with similar interests (34%) both rise 5pp this wave. This fits the wider rise in belonging.
Q.28
Regular Go-To Activities
BASE · Among Gen Z (15-29)
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
Resting/doing less falls to 35%, down 11pp from 25W1's 46% ↑, the sharpest decline. This matches the drop in exhaustion in the sentiment data.
Entertainment/arts/culture recovers to 31%, up 5pp from 25W1's 26%. Going out for culture is picking up again.
Visiting places recommended by friends or social media rises to 21% ↑, up 2pp, and is significantly above 24W1 (16%). This fits the rise in inspiration from social media.
Outdoor activities rise to 18% ↑, up 3pp from 25W1's 15%. The level is significantly above 24W1 (14%).
Socializing holds at 29%, while exercise eases to 34%. The drop in resting is not matched by a rise in exercise.
Q.29
Exercises / Fitness
BASE · Among Gen Z (15-29) who exercise regularly
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
Leisure walking falls to 44%, down 17pp from a 25W1 peak of 61% ↑. The most common easy format drops back sharply.
Biking rises to 25% ↑, up 6pp from 25W1's 19%. It is significantly above 24W1 (16%) and 24W2 (18%).
Skateboarding rises to 15% ↑, up 8pp from 25W1's 7%. It is the fastest-growing format this wave.
Solo gym workouts rise to 43%, up 4pp from 25W1's 39%, level with their 24W2 figure (43%).
Group fitness rises slightly to 25% from 25W1's 22%, while meditation/healing stays small at 14%.
Q.30
Sports
BASE · Among Gen Z (15-29) who play sports regularly
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
Mass/established sports ease to 76%, down 7pp from 25W1's 83%. About three in four Gen Z who play sport still play these.
E-sports holds at 31%, now level with soccer (31%) as the most-played sport.
Soccer (31%) and basketball (12%) are flat or low. Traditional team sports are not growing.
Skateboarding rises to 7% ↑ from 25W1's 5%, significantly above 24W1 (1%). This matches the rise in skateboarding in the fitness data.
HYROX debuts at 4% and Padel at 2%, both new to the list in 25W2.
Q.31
Outdoor Activities
BASE · Among Gen Z (15-29) who do outdoor activities regularly
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
Streetball (10% ↑), ultimate frisbee (10% ↑), ice-skating (9% ↑) and street dance (10%) all rise this wave.
City walks ease to 46%, down 2pp from 25W1 and from 59% ↑ in 24W1 and 24W2. They remain the most common outdoor activity.
Camping falls to 17%, down 8pp from 25W1's 25%, after its 24W2 peak of 28% ↑.
Skiing falls to 10% from a 25W1 high of 15% ↑, while hiking rises gradually to 19%.
City walks and camping fall, while streetball, ultimate frisbee and ice-skating rise.
Q.32
Domestic / International Travel Destinations
BASE · Among Gen Z (15-29) who traveled for fun in the past 6 months
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
Domestic travel leads at 67% but falls 2pp from 25W1's 69%. The change is gradual and not significant.
International travel rebounds to 49%, up 10pp from 25W1's 39%. It is still below the 24W2 high of 54%.
Staycations are at 30%, up 2pp from 25W1. They remain the least common type of trip.
The rise in international travel (39% to 49%) is the largest movement. It follows a fall from 54% ↑ in 24W2 to 39% in 25W1.
Q.33
Types of Destinations
BASE · Domestic trips: among Gen Z (15-29) who took a domestic trip in the past 6 months · International trips: among Gen Z (15-29) who took an international trip in the past 6 months · Staycations: among Gen Z (15-29) who took a staycation in the past 6 months
WAVE TREND · SOUTH KOREA · GEN ZDOMESTIC TRIPS△ = 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 ZINTERNATIONAL TRIPS△ = 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 ZSTAYCATIONS△ = 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
Domestic trips
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
International trips
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
Staycations
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
For international trips, well-known nature rises to 62% ↑, up 22pp from 25W1's 40%. Familiar scenery leads choices abroad.
For domestic trips, theme parks rise to 46% ↑ (from 41% ↑) and small towns to 46% ↑, up 16pp. Planned entertainment and local discovery are rising together.
Domestic well-known nature falls to 42% from a 24W2 high of 61% ↑. Korean travelers are moving away from natural landmarks at home.
International cosmopolitan cities fall to 60% from 25W1's 71%, and international small towns to 25%. Small towns move the opposite way at home, but cities fall there too (31%).
Remote niche nature rises slowly (26% domestic, 21% international) but remains a minority choice.
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Domestic trips: among Gen Z (15-29) who took a domestic trip in the past 6 months · International trips: among Gen Z (15-29) who took an international trip in the past 6 months | Multiple selections | Response in %
WAVE TREND · SOUTH KOREA · GEN ZDOMESTIC TRIPS△ = 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 ZINTERNATIONAL TRIPS△ = 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
Domestic trips
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
International trips
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 cultural events as a trigger rise to 32% ↑, up 17pp from 25W1's 15%. This is the largest gain among triggers.
Domestic concert travel reaches 24% ↑, up 10pp from 25W1's 14%. Live music is now a bigger reason for trips at home.
Habitual travel without a set goal leads abroad (48%) and is second at home (36%), behind relaxation (40%). For many Korean Gen Z, travel is a regular part of life.
Relaxation at a beach or hotel eases to 40% for domestic trips, from 25W1's 45%. Cultural events (32% ↑) and concerts (24% ↑) rise as domestic triggers.
International concert travel rises to 19% from 25W1's 12%. The draw of live events extends abroad.
Q.35
Entertainment, Arts, Culture
BASE · Among Gen Z (15-29) who regularly do entertainment, arts or 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)
Home TV/movies leads but falls to 52%, down 7pp from 25W1's 59% and from a 24W1 high of 63% ↑. Passive viewing is declining.
Cinema falls to 47% and shopping to 37%. Both are at their lowest level in the four waves.
Sharing events rise to 19% ↑, up 7pp from 25W1's 12%. This is the largest move toward participatory formats.
Store events rise to 18% ↑, up 3pp. Brand experiences gain as mood and energy recover.
Museums (19%) and theme parks (17%) rise slightly. This adds to the move toward going out and taking part.
Q.36
Socializing, Connecting with Others
BASE · Among Gen Z (15-29) who regularly socialize
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
Coffee shops lead but fall to 41%, down 7pp from 25W1's 48% and from a 24W1 high of 57% ↑. Casual socializing over coffee is declining.
Video games with friends rise to 31% ↑, up 7pp from 25W1's 24%. Gaming is becoming a common way to socialize.
Board games rise to 21% ↑, up 6pp from 25W1's 15%. Organized, activity-based formats are gaining.
Home hosting reaches 15% ↑, up 3pp from 25W1's 12%.
Park/picnic gatherings fall to 20% from 25W1's 29%. Coffee shops fall too, while video games, board games and home hosting rise.
Q.37
Self-Development Activities
BASE · Among Gen Z (15-29) who regularly do 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
Reading books leads but falls to 41%, down 7pp from 25W1's 48%. It is still the most common activity, just less dominant.
Reading magazines/articles rises to 25% ↑, up 10pp from 25W1's 15%. This is a significant rebound to its highest level in the four waves.
Short-term camps double to 16% ↑, up 8pp from 25W1's 8%. Intensive learning formats are growing, in line with the rise in entrepreneurial spirit.
Knowledge-management tools rise to 28% ↑, up 4pp. Roughly one more person in ten has adopted a tool since tracking began.
Online courses fall to 24% from 25W1's 30%, their lowest level in the four waves.
Q.38
Resting, Relaxation & Recovery
BASE · Among Gen Z (15-29) who regularly rest or do less
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
"Quiet time relaxing and doing nothing" falls to 54%, down 16pp from 25W1's 70% ↑, after three waves at 70 to 74%. It is the sharpest decline, though still a choice for half.
Listening to music leads at 56% but eases 5pp from 25W1's 61%. The top way to rest is slightly less common.
Quiet hobbies (such as knitting) debut at 21%. They start just below pets (22%) and above plants (15%).
Caring for plants rises to 15% ↑, up 5pp from 25W1's 10%. Rest is becoming more active.
Pets rise to 22% from 25W1's 16%. Relaxation is becoming more deliberate and engaged.
Q.39
Whether Part of Groups
BASE · Among Gen Z (15-29)
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
"At least one brand-related group" rises to 36% ↑, up 8pp from 25W1's 28% ↑. This is the most significant rise at category level.
"At least one group of hobbies" reaches 51% ↑ and "at least one sports group" 39% ↑, both new highs. Membership is growing steadily, from a lower base than China or the US.
Brand clubs (17% ↑), tasting clubs (16% ↑) and VIP clubs (8% ↑) all rise together. Korean Gen Z are finding community through brand-linked groups.
Sport and hobby groups rise at the same time: skateboarding (7% ↑), flag football (7% ↑), board games (9% ↑) and ultimate frisbee (5% ↑).
Brand, hobby and sports group membership all reach series highs (36% ↑, 51% ↑, 39% ↑). This matches the rise in belonging in the values data (65%).
Q.40
Activities Aspire to Do More in Coming 6 Months
BASE · Among Gen Z (15-29)
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
Self-development still leads future plans at 44% but eases 2pp from 25W1's 46% and from a 24W1 high of 54% ↑. The drive to push forward is easing.
Wanting more rest falls to 32%, down 7pp from 25W1's 39% ↑, the steepest decline. Fewer feel the need to retreat.
Wanting more travel falls to 23% from 25W1's 29% ↑. It is the lowest level in the four waves.
Wanting more sport rises to 22% ↑, up 5pp from 25W1's 17%. This is the largest gain in future plans.
Outdoor (24%) and socially-recommended visits (21%) are flat. Sport is the only plan that rises this wave.
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
The total purchase index recovers to 985 in 25W2, up 34 from 25W1's 951. This is a partial rebound after the fall from 24W2's 1048.
Personal tech reaches 52% ↑ (up 5pp) and home appliances 33% ↑ (up 8pp). Home appliances have the largest rise of any category.
Durable goods overall rise to 75% ↑, the highest reading, and cars rebound to 8% ↑ from 25W1's 4%.
Finance products fall to 39% from a 24W2 high of 52% ↑, and supplements are flat at 44%.
Travel edges up to 54% from 25W1's 53%. This is an early, non-significant sign of recovery worth tracking.
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)
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
Performance/sports shoes rise to 27% ↑, up 10pp from 25W1's 17%. This is a significant move toward active footwear.
Outdoor shoes rise to 21% ↑, also up 10pp from 25W1's 11%. They are now above their 24W1 and 24W2 levels (16% and 18%).
Casual/lifestyle sneakers are flat at 65% and remain the largest category.
Sandals/slippers fall to 10%, down 9pp from 25W1's 19% ↑, after three waves at 19 to 21%. They are the only footwear type to fall.
Boots (15%) and flats/loafers (17%) rise slightly, widening the range bought.
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 bought clothes in the past 6 months | 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
Sweaters rise to 30% ↑, up 18pp from 25W1's 12%, the biggest change. It is their highest level in the four waves.
Sweatshirts/hoodies rise to 30% ↑, up 16pp from 25W1's 14%. They are now level with sweaters (30% ↑).
T-shirts fall to 39%, down 16pp from 25W1's 55% ↑. This mirrors the rise in sweaters and hoodies.
Jeans drift down to 37% from 25W1's 41%. In China and the US, jeans held steady or grew.
Cardigans hold at 19%, well below their 24W1 high of 28% ↑.
Q.46
Type of Footwear /Apparel Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which types of brands did you purchase? · You mentioned you purchased clothes in the past 6 months. Which types of brands did you purchase?
BASE · Footwear brands: among Gen Z (15-29) who bought footwear in the past 6 months · Clothing brands: among Gen Z (15-29) who bought clothes in the past 6 months | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Clothes P6M | Multiple Answers | Response in %
WAVE TREND · SOUTH KOREA · GEN ZFOOTWEAR BRANDS△ = 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 ZCLOTHING BRANDS△ = 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
Footwear brands
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
Clothing brands
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
For apparel, sportswear rises to 44% ↑, up 15pp from 25W1's 29%. It is now a top choice alongside fast fashion (47%).
For footwear, sportswear keeps the lead at 65%, up 3pp, well ahead of designer/trendy brands (26% ↑).
Designer/trendy brands recover for both footwear, to 26% ↑ (up 4pp), and apparel, to 32%. In China, Chinese designer brands fell for footwear (22%) and held at 23% for apparel.
Streetwear rises to 24% (footwear) and 28% (apparel), up 6pp each. It moves up and down but stays relevant.
Luxury fashion stays small at 5% (footwear) and 4% (apparel). It is the smallest brand type for both.
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 bought footwear or clothes in the past 6 months | 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
Following luxury brands rises to 16% ↑, up 8pp from 25W1's 8%. Luxury is the lowest purchase category, so interest is running ahead of spending.
Following sportswear leads at 48%, up 4pp from 25W1's 44%. Sportswear also leads footwear purchases (65%).
White label debuts at 10%, similar to Chinese Gen Z (9%).
Following fast fashion (39%) and designer/trendy brands (32%) each rise 2pp and remain in the middle.
Following streetwear is 26%, up 3pp. It stays relevant without growing sharply.
Q.48
Purchase Channel
On which channels or platforms do you purchase footwear / apparel / fashion products?
BASE · Among Gen Z (15-29) who bought footwear or clothes in the past 6 months | 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
Online shopping malls (such as Gmarket and Coupang) lead and recover to 42%, up 5pp from 25W1's 37%.
Department stores rise to 25% ↑, up 3pp from 25W1's 22%. The level is significantly above 24W2 (18%).
Social media reaches 17% ↑, the same as in 25W1. It is gradually becoming a purchase channel.
Fashion/apparel apps ease to 33% from 25W1's 36%, while brand stores stay at 18%.
Live-streaming shopping holds at 9% ↑. It is slightly below the US (11%) and well below China (15%).
Q.49
Beauty brands
What is your favorite skincare/makeup brand?
BASE · Skincare: among Gen Z (15-29) who bought skincare in the past 6 months · Makeup: among Gen Z (15-29) who bought makeup in the past 6 months | 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 KOREASKINCAREZ · 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 KOREAMAKEUPZ · 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
Skincare
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
Makeup
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
Olive Young leads skincare brands at 54% ↑ for Gen Z, far ahead of every other brand. It also leads makeup at 61% ↑.
Olive Young also leads skincare among Gen X at 53%, but only 35% of Millennials choose it. Gen Z (54% ↑) and Gen X choose it most.
Other skincare brands are small among Gen Z: Dior (8%), SULWHASOO (5%), La Roche-Posay (4%) and SK-II (4%) are far behind.
Gen X favor Estée Lauder (16%) and SULWHASOO (11%) for skincare, against 3% and 5% among Gen Z. The Gen X base is small (n=19).
For skincare, Millennials are more likely than Gen Z to choose Chanel (8% ↑), L'Oréal Paris (6% ↑) and Lancôme (5% ↑). Gen Z are at 1 to 2% for each.
Q.50
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) who bought tech products in the past 6 months | 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
Those using none of the listed tools fall to 11%, down 9pp from 25W1's 20% ↑. About 9 in 10 Korean Gen Z tech buyers now use at least one of them.
ChatGPT leads at 78% ↑, up 1pp, keeping its large lead from 25W1's 77% ↑.
Grok (16%) and Claude (15%) debut this wave, with DeepSeek at 14%. The secondary tools are close together.
The total tool index rises to 144, up 28 from 25W1's 116. Most of the rise comes from two new options, Grok (16%) and Claude (15%).
VR/AR devices recover to 11% from 25W1's 8%, a modest rise.
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 bought tech products in the past 6 months | Answer Selection <= 3 | Response in %
WAVE TREND · SOUTH KOREA · GEN Z△ = 25W2 vs 25W1
NET 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
NET 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
NET 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
Indifferent / neutral
24W1
9
24W2
14
25W1
10
25W2
10
0
Raw data table
24W1
24W2
25W1
25W2
NET 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
NET 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 ↑
NET 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
Indifferent / neutral
9
14
10
10
Observations
Positive sentiment rises to 86% ↑, up 9pp from 25W1's 77%. Views are warming, though caution remains.
Hopefulness leads the rise, reaching 38% ↑, up 5pp from 25W1's 33%. It reflects optimism about how AI will develop.
Negative sentiment stays high at 69%, almost flat, with concern at 39% and scared falling to 14% ↑ from 19% ↑. It is the highest negative level of the four markets, above Japan (50%), the US (41%) and China (11%).
Waiting to see how AI develops falls to 20%, down 7pp from 25W1's 27%, the steepest decline. Opinions are becoming firmer.
Neutral falls to 54% from 25W1's 57%. More Korean Gen Z now hold a clear view.
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 bought luxury in the past year | 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
Chanel still leads but falls to 27%, down 10pp from a 25W1 high of 37% ↑, the sharpest decline. Chanel rises in China to 35% and in the US to 29%.
Dior falls to 24% from 25W1's 29%, and Prada to 16% from 20%.
Balenciaga (15%, up 4pp), Moncler (10%, up 3pp) and Gucci (17%) gain or hold.
CELINE edges up to 12%, while Bottega Veneta falls to 6%.
Hermès (21%) and Louis Vuitton (18%) stay broadly stable in the middle.
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 bought luxury in the past year | 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
Positive emotion still leads but falls to 35%, down 7pp from 25W1's 42%. Its lead over quality (31%) narrows to 4pp.
Pampering/indulgence falls to 23%, down 10pp from 25W1's 33% ↑ and from a 24W2 high of 36% ↑, the sharpest decline in the set.
Heritage and legacy rise to 27% ↑, up 4pp from 25W1's 23%. Luxury is more often judged on its history.
Collectable/investment value rises to 27% (up 6pp) and scarcity to 25% (up 5pp). Luxury is seen more as lasting and rare.
Unparalleled quality rises to 31%, up 5pp. In China, quality is flat at 32%.
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 bought luxury in the past year | 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
Self-reward stays the top motive at 21%, flat on 25W1. It is ahead of celebrating a special occasion (13%).
"To mark my success" doubles to 10% ↑, up 5pp from 25W1's 5%. It is now the fifth most common motive.
Self-expression (12%) and "To treat myself well" (11%) both fall 3pp. Emotional, personal reasons are slightly weaker.
"To gain respect" debuts at 6%, while "To show that I'm discerning" falls to 5%. Reasons based on how others see you stay weak.
Investment value rises to 7% from 25W1's 5%. Financial reasons remain minor.
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 bought food or beverage in the past 6 months | 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
Observations
Good value for money still leads but falls to 66%, down 13pp from 25W1's 79% ↑. Concern with value eases markedly, as in the US.
Nutrition falls to 48%, down 11pp from 25W1's 59% ↑, its lowest level in the four waves.
"Helps me fit in or to be part of a community" rises to 22% ↑, up 7pp from 25W1's 15%. Belonging now plays a part in food choice.
Conversation piece rises to 28% (up 8pp) and brand-value resonance to 34% (up 4pp). Social and identity reasons are growing.
Clean/healthy recovers to 51% from 25W1's 47% and remains a core functional reason.
Q.56
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought alcohol in the past 6 months | 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
Observations
Collectability rises to 59% ↑, up 14pp from 25W1's 45%. It is now level with good taste (59%), behind value for money (79%).
KOL endorsement rises to 26% ↑, up 10pp from 25W1's 16%. Influencer recommendations now carry real weight in alcohol purchases.
"Helps me fit in or to be part of a community" rises to 33%, up 10pp from 25W1's 23%. Belonging is a stronger driver.
Good for gifting falls to 25%, down 16pp from 25W1's 41%, the sharpest decline. It is now the least chosen functional reason.
Mixability eases to 46% from 25W1's 51%, and authentic-origin taste to 51%. Functional and craft reasons are weaker.
Q.57
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought footwear in the past 6 months | 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
Latest / popular style and elements
24W1
44
24W2
39
25W1
35
25W2
34
▼ 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
Latest / popular style and elements
44
39
35
34
Observations
All-day comfort still leads the functional reasons but falls to 57%, down 17pp from 25W1's 74% ↑. It is the steepest decline, though good value for money is higher at 62%.
Contribution to sustainability rises to 26% ↑, up 12pp from 25W1's 14%. This is the biggest emotional gain.
Collectability rises to 38%, up 10pp from 25W1's 28%. Footwear is seen more as having lasting value.
"Makes me look youthful / young" rises to 29%, up 7pp, and fitting in/community to 16%.
Versatility (55%) and classic/timeless (51%) remain core practical reasons, while sustainability and collectability grow.
Q.58
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought clothes in the past 6 months | 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
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
24W1
31
24W2
30
25W1
35
25W2
33
▼ 2
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
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
31
30
35
33
Observations
All-day comfort still leads the functional reasons but falls to 60%, down 13pp from 25W1's 73% ↑. Practicality is weaker, and value for money is higher at 62%.
"Helps me fit in or to be part of a community" rises to 19% ↑, up 8pp from 25W1's 11%. It is significantly above all three earlier waves.
Collectability rises to 39%, up 9pp from 25W1's 30%. Clothes are seen more as having lasting value.
KOL endorsement reaches 15% ↑, up 4pp from 25W1's 11%. Influencers have more pull.
Classic/timeless eases to 54% from 25W1's 60%, while value for money holds at 62%. Practical reasons remain important.
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 bought beauty products in the past 6 months | 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
Observations
Good value for money still leads but falls to 67%, down 11pp from 25W1's 78% ↑. Concern with value is easing.
Simpler/time-saving steps fall to 56%, down 11pp from 25W1's 67% ↑. Efficiency matters less as a driver.
Natural/clean ingredients fall to 47%, down 12pp from 25W1's 59% ↑. They matter less this wave.
Lifestyle resonance debuts strongly at 39% ↑. This new identity-based driver sits alongside aesthetic resonance (35%).
"Makes me feel rich" rises to 15% ↑, continuing a steady climb from 24W1's 6%. Status plays a small but growing part.
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 bought tech products in the past 6 months | 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
Observations
Convenience still leads but eases to 54%, down 2pp from 25W1 and from a 24W2 high of 67% ↑.
Privacy/data security rises to 50% ↑, up 8pp from 25W1's 42%. It is significantly above 24W2 (41%).
Conversation piece rises to 32% ↑, up 8pp from 25W1's 24%. Tech is more often something to talk about.
"Helps me fit in or to be part of a community" reaches 29% ↑, close to 25W1 (28% ↑). Both are significantly above 24W1 (21%).
Latest/advanced technology falls to 38%, down 9pp from 25W1's 47%. Interest in new features cools relative to convenience and security.
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) interested in luxury | 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
Observations
"It's rare and owned by few people" rises to 32% ↑, up 10pp from 25W1's 22%, the biggest rise. It is now level with "Makes me feel rich" (32%).
"Helps me fit in or to be part of a community" holds at 28% ↑, significantly above 24W1 (18%). Belonging matters in luxury too.
Durability falls to 35%, down 12pp from 25W1's 47% ↑. Korean Gen Z focus less on long-term practical value in luxury.
Values/lifestyle resonance rises to 40%, up 5pp, and "makes me feel rich" to 32% (up 5pp). Both meaning and status matter more.
Indulgence eases to 40% from 25W1's 44%, while "looks expensive" stays low at 21%. Showing off price is less important.
Q.62
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) interested in cars | Answer Selections = 5 | Response in %