A Deep Dive into Daily Habits and Spending Patterns Coffee as Essential Daily Fuel Korean Generation Z has transformed coffee from a luxury beverage into an essential daily necessity. For many young Koreans, coffee represents more than just a drink – it’s a survival tool in their demanding academic and professional lives. The caffeine dependency … Read more
Gen Z Consumers Drive ESG-Conscious Shopping Revolution The Rise of Value-Based Consumer Behavior Generation Z consumers are fundamentally transforming the retail landscape through value-based consumption patterns. This emerging trend represents a significant shift where purchasing decisions are increasingly driven by personal beliefs and social values rather than traditional factors like price or brand recognition alone. … Read more
R.O.K.A. T-shirt—From Barracks to Fashion Trend Military Attire as Fashion Statement In South Korea, mandatory military service has long influenced youth culture, but few items have made as dramatic a leap from function to fashion as the R.O.K.A. T-shirt. Recently, ordinary black tees stamped with “R.O.K.A.”—the abbreviation for Republic of Korea Army—have captured the attention … Read more
Seoul Shines as Global Favorite Among Young Travelers Seoul’s Rise in Global Popularity Seoul has once again been recognized as the world’s most beloved city by travelers aged 25 to 40, securing the distinction for the fourth consecutive year through the 2025 Trazees awards. The city’s charm stems from the captivating blend of traditional heritage … Read more
How Korean Gen Z is Transforming Drinking Culture Breaking with Tradition: New Drinking Norms Younger Koreans are redefining traditional drinking norms. In Korea, drinking with elders or seniors, whether at work, school, or social gatherings, has long involved strict etiquette—like pouring drinks with both hands, keeping your glass lower than a senior’s, and promptly refilling … Read more