COBRA TWIST : The Top-10 consumer trends in Korea in 2013
"Be the first to catch Korea's latest consumer trend"
2008년부터 해마다 다음 년도 한국 소비자들의 움직임과 다양한 사회적인 경향을 예측해온 트렌드 코리아가 발간 5년째를 맞이하여 영문판을 출간했다. 이로써, 과학적이고 체계적인 분석을 동원하면서도 대중적으로 친근한 방식으로 트렌드 소통의 문을 연 <트렌드 코리아>는 이제 한국을 넘어 세계로 나갈 채비를 마쳤다. 최근 폭발적인 관심을 불러일으킨 K-팝과 드라마의 열풍에 힘입어 한국에 대한 세계적인 관심이 증폭한 가운데, 서울대 소비트렌드분석센터를 이끌고 있는 김난도 교수는 이 책이 한국 트렌드를 궁금해 하는 외국인(비즈니스맨과 투자자, 그리고 일반인을 통틀어)들에게 적절한 정보를 제공해줄 것이라고 말한다.
세계 어디에도 없는 다이내믹한 시장. 한국이라는 나라와 거기 사는 소비자들의 다채롭고도 역동적인 움직임을 담은 트렌드 코리아에 세계의 이목이 쏠리고 있다.
Part 1. 2012 in Retrospect
Over the generation
Blank space for my life
All by myself society
Let me choose plan B
Lessen your risk
Part 2. 2013 Trends Outlook
City of hysteria
Arrival of detox fever
Tiding over burnout society
Whenever U want ?- the absence of seasons
Inconvenience is welcomed
Taste, the ascent thereof
2007~2012 Keywords Table
I have often been asked to elaborate in English about Korea’'s consumption trends by foreign entrepreneurs practicing their business in Korea and business people doing business in other Asian regions ? including China, Thailand and Vietnam ? which a few years later show a similar market pattern to the Korean trends. So I have long had in mind the need to publish an English edition of this Korea Trends series. Yet, swamped with lectures, writing and consulting, I didn't dare to publish the same book in English, but rather kept it on my wish list. So this year, I am very glad to get an English edition published through the help of a professional translator. I hope this translation reasonably conveys the cultural aspects of varied Korean consumption trends.
This book is designed for all readers wanting to know more about Korean consumers and the Korean market. The global community is becoming increasingly interconnected via the Internet and mobile devices, while at the same time we live in very complicated times in which the consumer market is influenced by the national characteristics of each country. Although global trends appear simultaneously in many different countries, in some countries these trends may not hold much clout. Despite Korea being globalized, the Korean consumer market should not be understood simply as an extension of global trends. Moreover, from the point of view that Korean trends ? such as K-pop ? are pervading the globe, it can give one a good understanding of how Korean consumer trends may offer an indirect route on any quest to understand other countries’' consumers. I hope readers will find this book helpful for navigating Korean trends, and indeed grasping the trends of other nations’' consumers and markets. (/ pp.8~9)
The center of the typhoon, the 1990s’' craze, is tvN drama Reply, 1997. With a backdrop of Busan in the 1990s when it was dichotomized by the music groups H.O.T. and Sechs Kies, this sentimental retro drama portrays six characterful high school girls and boys. Breaking 5% viewership, considered a "super success viewership rate” among cable channels, it created a newly popular word, "Reply-sick” which means the provocation of strong sentimental attachment to the drama. It used three key themes ? reminiscence, nostalgia and retro ? as subject matter and unfolded stories from diverse angles. As a result, the drama Reply, 1997 attained popularity and compathy from a broad range of age groups.
Reply, 1997 exactly reproduced 1990s’ fashion, props, episodes, background music, etc. which were deceptively great and perfect. Thanks to the drama’'s popularity, on-line sales for 1990s-recalling retro items increased drastically. On the Auction (www.auction.co.kr), the sales of the drama props ? game machines, cartoon books and fashion items ? surged up to 45%, to date. Much attention was paid to "Eastpak” and "JanSport” backpacks that were used by the drama characters.
The 2012 pop culture industry was evidently swamped with those prevalent minors fortified with such B-class cultural sentiment. One of the most extreme cases is Gangnam Style by Psy, who has suddenly emerged as an international star. Despite his definitely minor features in light of appearance, choreography, costume and songs, upon going public via YouTube with a diverse parody of productions, his music videos easily broke 100 million Internet hits, unprecedented for Korean content, and he continues to break records. Psy was invited by the globally esteemed MTV video music awards, and was asked to make an appearance for one of the top American TV programs covering the households of Americans and provoking "Psy fever” around the globe.
His incredible success has still been dissected in diverse analyses, but one clear thing is that the global music market, too, is going through a “minorism” trend.
A conventional theory works the way in which the ensured management of existing customers costs less than attracting new customers and also guarantees consistent profits, therefore it is essential to maintain intimate space with the existing customers. The flip side would be that hysterical, edgy customers rather pay less attention to a company attempting to keep intimate space and they step backward to create more space, even thinking “it’'s uncomfortable to be remembered by the company.” In other words, it is time for customer-bustling places including traditional-style marketplaces and big-box retailers to begin considering appropriate space layout.
Then, what does the trend
Firstly, bear in mind that an increase in hysterical individuals may pose a much greater risk to corporations than expected. For example, if not conquering shoppers at "the zero moment of truth," corporations may fail to get the consumers’ attention, caught in malicious rumors even before their newly-developed products and services are properly reviewed. If not keeping abreast with a mechanism of forming public opinions through on-line and social media, they might get caught in baseless rumors and end up losing their elaborately manicured image in an instant. Hence, it is necessary to undergo the sharing of the seriousness of any circumstance via internal communication and reach agreement on a response.
N generation moms do not have a sense of guilt over consumption. Different from the older generation that experienced a poor childhood, they have tasted the benefit of material civilization and have developed consumption as a habit from a young age. They can’t give up consumption for themselves, children and family. Even though they spend money on their children, they do not reduce their personal spending for the sake of their children. They spend significantly on cultural events and leisure activities shared with their children. If necessary, they are also ready to spend a large sum of money for private education. They are the very N generation mothers, Scandi-moms. (/ (/ p.129)
For past generations it stands to reason that if they have no money, then tightening their belts and not spending is virtuous. On the other hand, the most recent young generation takes a slightly different stance: “anyway, there is no end to the stubbornly lasting recession, and the complete refraining from spending is not smart, so let’s enjoy the moment.” Since they underscore the present enjoyment in the use, not the future value, rental is seen as a sensible alternative that can bring the same pleasure as much as ownership, and is gaining popularity.
The Republic of Korea is sleepless. Youths, students, corporations ?. everyone lives in a society in which burning the midnight oil is basic. Exhausted with whatever is superfluous, people burn themselves out in order to alleviate mental tension so that they are numbed with or immune to tension. Afflicted by a tight financial circumstance without hope of escape the prevalence of spontaneous, present-oriented attitude is observed. Until everything comes to an end, they do not feel content and unleashed their vigor. In 2013 Korea shall be captivated with a yearning for exhaustion.
Since large-scale music festivals are held intensively in summer, they provide fun with water play in the daytime and boozy fun at night. Attracted by these features, they are experienced as burnout shows amongst the youth. They are about enjoying and unleashing energy until utter exhaustion. Further events include the Summer Wave Festival held at Caribbean Bay in Samsung Everland’s waterpark and the seashore Green Groove Festival, followed by the White Dance Music Festival hosted by Heineken, unprecedented in Asia. With regard to the White Dance Music Festival, it unfolded with stage shows, acrobatic performances, laser shows, fireworks over eight hours, with 3,000 early bird tickets at 99,000 won apiece which were sold out in one day. With the Jarasum Festival themed with acoustic sounds, 500 early bird tickets were sold amazingly in 90 seconds.
The fixed conception that shopping is a weekend or evening activity has been changing. Urbanites fond of mall life transcending time and space resolve all their needs, including clothing, food and shelter, at a grand-scale space looking like a futuristic dome city. A shopping center mall equipped with an extensive range of facilities including department stores, movie theaters, hotels and bookstores, offers a concurrent cornucopia of shopping and entertainment. Times Square in Youngdungpo area had a head start in opening this type of model three years ago, followed by D Cube City in Shindorim-dong last year and lately IFC mall in Youido. The advantage of mall life is that when no plans have been made and when the inclination prompts, all the things you need can be fulfilled with one visit. In their pleasant interiors the enjoyment of mall life is always available, thus the concept of season becomes null. Upon entering, a sense of time also becomes meaningless.
Likewise the relationship with the opposite sex, as push and pull dynamics is important, consumers have started feeling tired of mollycoddling companies behaving like a romantic man. Until now companies have focused on “eliminating” consumer inconvenience, but now they have to pay more attention to “adding” to it. Here, appropriate “inconvenience” specifies offering consumers the best chance to engage, sometimes by letting them wait, other times letting them feel inadequate or sometimes feigning indifference.
A dramatic urbanization in the past steered Korea toward the nuclear family, and we have experienced the division of kinship groups based on blood. Accordingly, not necessarily blood kinship, but repeatedly reorganized families emerged as an alternative. This subsequently forced family members to confront serious individualization. Since the alternative family is formed on the basis of practicality, not a sense of kinship, the bondage amongst the members is less strong. This aspect resulted in deepening individual alienation and loneliness. This inflated individualism and decentralized blood-based family trend accelerated the prevalence of lounging in search of self-reliance and personal time.
Selective spending patterns of single people and the lounging trend of pursuing one’'s own personal comfort have been expressed through daring spending on digital devices. Ranging from tablet PCs and laptops to beam projectors, the items and prices vary. In particular, the rapid growth of the costly headphone market is conspicuous. Until two years ago the premium headphone products took 1% of the market, but currently reach 30%, a dramatic surge. In combination with the need for high-quality, enriched sound and an exterior edgy fashionable design, premium headphones became apparent as the definitive personal lounging item.
In the category of sense of taste, a massive number of ordinary consumers can afford to follow the upper class lifestyles and consumption mode. In other words, the one thing that is lower-priced than other items but offers a higher level of luxury is food. Therefore, at every income level, consumers find solace by indulging in luxury foods and dining-out in utmost extravagance. This is called “small luxury” or “a modicum of extravagance.” In the dining-out and foods category, “small luxury” specifies consumption behavior to enjoy the top-range of food for just tens of thousands of won, while not doing the same for other luxuries, such as high-end brand clothes, bags and automobiles. Such a phenomenon is called “rocketing consumption” in the retailer industry.
교수, 트렌드 연구자, 컨설턴트, 작가. 서울대학교 생활과학대학 소비자학과에서 학생들을 가르치고, 생활과학연구소 소비트렌드분석센터를 이끌며 소비트렌드를 연구하고 있다. 서울대학교 교육상, 매일경제신문 정진기언론문화상, 한국소비자학회 최우수논문상, 한국정책학회 학술상, 한국갤럽 최우수논문지도상, 한국마케팅협회 공로상, 한중경영대상 한중경제협력상 등을 수상했다. 코웨이, 아모레퍼시픽, 에버랜드, 현대자동차, 삼성전자, SK텔레
콤, LG전자, CJ그룹, 신한카드, 한국외식산업연구원, 신세계그룹, SK경영경제연구소, 롯데마트, 제일기획, 한라마이스터, AK플라자 등 여러 주요 기업들을 자문하며, 이론적 지식과 실무적 경험의 시너지를 도모하는 데도 힘을 쏟고 있다.
[트렌드 차이나], [럭셔리 코리아], [디자인의 시대, 트렌드의 시대](공저), [2011 대한민국 소비지도- 소비자는 무엇을 원하는가?](공저), [2013 Consumer Trends in Korea] 등의 경제경영서와 [웅크린 시간도 내 삶이니까], [김난도의 내-일], [천 번을 흔들려야 어른이 된다], [아프니까 청춘이다]와 같은 에세이를 썼다.
Rando Kim is a professor in the Dept. of Consumer Science(DCS), Seoul National University(SNU) and the head of Consumer Trend Center(CTC), SNU. As a specialist in consumer behavior and market trend analysis, he has written more than 20 books including Trend Korea series, Trend China, What Consumers Want , and Luxury Korea. He also wrote essay books, Amor Fati , Future and My Job, and Youth, It’s Painful which is sold three million copies in 14 countries. He has conducted research projects about consumer needs finding, new product planning, and market trend probing for Korea’s major companies like Samsung, LG, SK, CJ, Hyundai Motors, Amore Pacific, Lotte, Fursys, Nongshim, and Coway.
김난도 교수 “2020년 ‘멀티 페르소나’, '라스트핏 ~
웅크린 시간을 독하게 앓고 있을 당신과 함께, 김난도~
내 일(My Job)이 없으면 내일(Tomorrow)도 없다
‘어른아이’를 위한 란도쌤의 뜨거운 격려
청춘 멘토 김난도, 트렌드의 중심에서 일자리를 외치~
상명대학교 경제금융학부 교수로 재직하고 있다. 서울대학교 소비자학과에서 학사·석사·박사 학위를 받았다. 2017년 한국소비자학회 최우수논문상과 한국소비자정책교육학회 우수논문상을 수상했으며 2014년 경상북도 도지사 표창을 받았다. LG전자 LSR연구소에서 근무했으며 현재 상명대학교에서 소비자분석연구소 소장을 맡고 있다. 저서로는 [1코노미], [케미컬 라이프], [소비트렌드의 이해와 분석]이 있다.
June Young Lee currently works as an associate professor in Sang-Myung University. He received a doctor’s degree in DCS, SNU. He received ‘The Best Paper Award’ in The Journal of Consumer Studies. He worked as a senior researcher in Life Soft Research lab of LG Electronics. He is a laboratory chief of Consumer Research Center in Sang-Myung University.
소비트렌드 전문가 이준영 “’자존감’, ‘퇴사’ 열~
서울대학교 소비트렌드분석센터 연구위원으로 재직하고 있다. 서울대학교 소비자학과에서 학사·석사·박사 학위를 받았으며, 삼성경제연구소 리서치애널리스트, 서울대학교 소비자학과 연구교수 등을 역임했다. [트렌드 코리아](2010~2019)와 [트렌드 차이나](2013) 공저, 중앙이코노미스트 칼럼니스트, KBS라디오 [김난도의 트렌드플러스], [경제를 배웁시다] 고정 출연 등으로 활동했으며, 다수의 기업과 한국·중국·일본의 소비트렌드 기반 신제품 개발 업무를 수행하고 있다.
She currently works as a research fellow in the CTC, SNU. She worked as a research analyst at the Samsung Economic Research Institute. She obtained BA, MA, and PhD degrees in DCS, SNU. She wrote Ph.D. dissertation and subsequent articles about purchasing behavior and consumer happiness. She received ‘The Best Publication Award’ from the Korean Society of Consumer Studies in 2008. She is interested in tracking consumer trends in Korea and China as well as big data analysis for new product development and industrial application.
성신여자대학교 서비스디자인공학과 교수.
UX 트렌드와 사용자 심리를 연구하고 있으며 2009년부터 서울대학교 소비자학과 김난도 교수와 함께 《트렌드코리아 2011》부터 《트렌드코리아 2020》까지 총 10권을 공동으로 집필했다. 2012년 서울대학교 디자인학 박사학위를 취득한 이향은 교수는 세계적 권위의 디자인 어워드인 독일 iF Design Award의 심사위원으로도 선정된 바 있으며, 교육 외에도 디자인과 소비문화를 아우르는 통찰력을 갖고 있는 전문 가로서 삼성전자, 현대자동차, 대유 위니아 등 기업들의 디자인경영 컨설팅과 자문, 혁신 제품 콘셉트 개발과 같은 다양한 프로젝트를 수행하며 왕성한 활동을 하고 있다. 2016년 Red Dot 어워드에서 최고상을 수상한데 이어 2020년에는 독일 iF 디자인 어워드에서 LG CNS와 함께 기획한 마케팅 솔루션 B.E.A.T로 서비스디자인 부분 수상의 영예를 안았다. 다양한 국제 포럼의 사회자로도 활약하고 있다.
Hyang Eun Lee is an associate professor in the Dept. of Service Design Engineering, Sungshin Women’s University. She has a master’s degree in Design Management from the Central Saint Martins in London, England and a Ph.D. in Design from the Graduate School of Arts, SNU with dissertation on “A Study on the Process Model Focused on Experience: Centering on Experience of a Designer Transformed into Intuitive Insight.” Her main area of research includes UX trends and user psychology, as well as design and consumption trends. She is working in research and development as regards to innovvation in government and corporations.
㈜스칸디에듀 대표로 재직하고 있으며, 서울대학교 생활과학대학 소비자학과에서 박사 과정을 수료했다. 동 대학원에서 [20~30대 기혼 여성과 미혼 여성의 소비 가치 연구]라는 논문으로 석사 학위를 받았으며, [트렌드 차이나](2013)를 공저했다. 소비자의 구매 시 뇌 활성화 상태, 소비자의 심리적 일탈 및 라이선싱 효과, 소비자의 양가성(ambivalence)에 관한 심리 구조, 한국과 중국 소비트렌드의 확산 과정과 예측 등의 주제에 관심이 많다.
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