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2021 Consumer Trend Insights (Ʈ ڸ )
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д [Ʈ ڸ 2021]
ظ Ⱓ , Ʈ 1 ϴ '' ְ Ʈ弭, [Ʈ ڸ] ø ε ְ ƴ. ǰ ۷ι ô, K-Pop K-Food ̾ K-Trend 踦 Ѵ. ٱ ܱ ӿ ϰ ִ ܱ Ͻǵ л ƯĿ ؿ ڵ鿡Դ ̰, Ͻ 忡 Ȱ ִ Ʈ ǥ ϴ нڵ鿡Ե ݰ å ̴.
ѱ α ְ, ѱ Һڵ ϸ, ް Ŀǿ ƹ뷡 ç α⸦ ־, ѱ MZ밡 ϸ ''̶ θ, Դ ƴ , ñ ϴ 鿡 ģϰ ̷ο鼭 ɵ ִ ִ.
ѱ ִ ű ܾ ܾ ϰ ۷ι 忡 ϴ ȹڿ , ̳, ϰ Ƶ ֵ ۾ ƴ. ۷ι 'Ʈ ' ϴ ѱ ѱ Һڿ ش ۷ι 忡 ؿ ̴.
д [Ʈ ڸ 2021]
ظ Ⱓ , Ʈ 1 ϴ '' ְ Ʈ弭, [Ʈ ڸ] ø ε ְ ƴ. ǰ ۷ι ô, K-Pop K-Food ̾ K-Trend 踦 Ѵ. ٱ ܱ ӿ ϰ ִ ܱ Ͻǵ л ƯĿ ؿ ڵ鿡Դ ̰, Ͻ 忡 Ȱ ִ Ʈ ǥ ϴ нڵ鿡Ե ݰ å ̴.
ѱ α ְ, ѱ Һڵ ϸ, ް Ŀǿ ƹ뷡 ç α⸦ ־, ѱ MZ밡 ϸ ''̶ θ, Դ ƴ , ñ ϴ 鿡 ģϰ ̷ο鼭 ɵ ִ ִ.
ѱ ִ ű ܾ ܾ ϰ ۷ι 忡 ϴ ȹڿ , ̳, ϰ Ƶ ֵ ۾ ƴ. ۷ι 'Ʈ ' ϴ ѱ ѱ Һڿ ش ۷ι 忡 ؿ ̴.

004 Authors
008 Preface
Ten Keywords
013 Coming of V-nomics
047 Omni-layered Homes
069 We Are the Money-friendly Generation
095 Best We Pivot
123 On This Roller Coaster Ride
147 Your Daily Sporty Life
171 Heading to the Resale Market
201 Everyone Matters in the CX Universe
225 Real Me: Searching for My Own Label
251 Ontact, Untact, with a Human Touch
276 Notes
004 Authors
008 Preface
Ten Keywords
013 Coming of V-nomics
047 Omni-layered Homes
069 We Are the Money-friendly Generation
095 Best We Pivot
123 On This Roller Coaster Ride
147 Your Daily Sporty Life
171 Heading to the Resale Market
201 Everyone Matters in the CX Universe
225 Real Me: Searching for My Own Label
251 Ontact, Untact, with a Human Touch
276 Notes

As a trend analyst, the question I received most often was: How will COVID-19 change trends? And our anal\-ysis of changes in 2020s global consumer trends, based on our 12 years of research, has led us to the following concluion:
Coronavirus will not change the direction of trends, but it will impact their speed.
In other words, the pandemic has quickened the pace of polarization, intensifying trends that were on the rise, and diminishing keywords that were waning. Just take a look at online and mobile purchases, teleworking, and home-schooling, which are now mainstream — a drastic change from pre-COVID days when they were being introduced. What would have previously taken three to four years to implement has taken less than six months. The moral of this crisis is that we need to swiftly respond to changing trends. Once we move forward, we cant go back. Our best and only option is to closely examine todays trends and to make meticulous adjustments in response.
( 'in the Preface')
How will COVID-19 change the consumer market in 2021? At the time of writing this book, trends remain in drastic flux, and yet we still need to assess a course for the future by analyzing all angles of changes seen so far. In that respect, we propose V-nomics as the first trending keyword. The V is for virus, with V-nomics signifying an economy transformed by the virus. More importantly, it is the basis for answers to the questions we are most anxious about. The questions are as follows:
(1) Can we see an economic rebound, such as a V-shaped
recovery? (2) What kind of variations can we expect within the untact (a term coined and popularized by the Trend Korea Company, meaning non-contact) trend, accelerated by the coronavirus? (3) How will consumer values change? (4) What vision do we need to persevere in this era of V-nomics?
(/ p.17)
People who have previously emphasized the economic value of homes are now realizing a need to re-examine its significance and changes to its functionality stemming from spiritual and philosophical values. The Layered Home is the trend of perceiving the living space as an area to create ones lifestyle that also reflects the inhabitants future-oriented attitude towards life. The trend of the Layered Home also implies that members of the household need to readjust their relationships with one another. Rather than an unchanging layout that divides space into the main bedroom, childrens room and living room, the home needs to become more flexible to ensure both personal and communal hours, to allow for personal and individual tastes to be expressed as well as for shared family time.
(/ p.66)
Investment has become a hot topic in recent years at gatherings for those in their 20s and 30s, regardless of gender or profession. Young people, whose major interests used to be movies or TV programs, are more readily chatting about investment opportunities. It is no longer rare to see couples attending lectures on real estate investment and going to a propertys open house while on a date.
Among university students, investment study clubs, real estate research, value investments, and proptech (property technology) are all the rage. A middle school student wrote on an online investment community board that while his peers play mobile and computer games, he would rather buy stocks in a game company, such as Netmarble or Nexon. And as the military permitted the use of smartphones on bases, a new tribe of individual investors (referred to as ants in Korea) has emerged, calling themselves soldier ants.
(/ p.82)
The crux of a meme lies in willing participation, intense fun, and a short lifespan. Meme creators voluntarily reproduce content and derive satisfaction from the process. Dead content comes back to life in their hands and is born anew and spread in this perfect consumer-centered new market.
There are three stages to the RC Life. The first is The Queue. Waiting to take part in the latest fad is similar to people waiting in line for a roller coaster ride. The second stage is The Ride. The erratic up-and-down and round-and-round movements of the journey are electrifying and exhilarating. The ride is similar to that of Gen Z consumer patterns in that they seek new and unpredictable diversions. The last stage is The Departure. Once the ride is over, you may feel a tinge of regret, but only briefly; then you disembark and move on to the next ride. The cycle for todays trends is brief, and once over, another takes hold.
(/ p.129)
Todays market for secondhand products is estimated at 20 trillion won ($17.5 billion). It has become even hotter than the primary market which deals in new merchandise. According to a report on the Analysis of the Secondhand Goods App Market by Mobile Index, a mobile data analysis platform, daily users of the secondhand trading app Daangnٸ reached 1.56 million, second only to the nations favorite shopping app, Coupang with 3.97 million. Daangn not only beat giant online shopping malls such as 11Street, Gmarket, WeMakePrice and TMON, but it was also the only secondhand trading app among the top five shopping apps in Korea. This frenzy over trading in pre-owned goods is slowly spreading beyond Gen MZ.
(/ p.174)
I wired the money. Is shipping included?
Excuse me, but are you RM from BTS? The name and address seem right []
Thank you.
This is part of a text message exchange that spread like fire through the online community. A reseller shared screen\-shots from his phone after he sold a pair of secondhand trousers. What caught peoples attention was that the leader of the worlds most famous boyband BTS not only traded in used products, but that he also cares about shipping costs. And he is not alone. Online communities often cite stories about celebrities who have taken to trading in secondhand goods.
(/ p.175)
Gucci Boy, Human Chanel, Human Dior,
When you enter the search word humanΰ followed by a luxury brand such as Gucci or Chanel, images of celebrities decked in the designer apparel flood the screen. Girl group sensation Blackpinks Jennie is called Chanel in Human Form, and actress and singer Bae Suzy is known as the Human Dior. BTSs V, Kai of idol group Exo, singer IU and rapper BewhY are all known as a Gucci Boy or Girl. So, if I were a luxury brand, which one would best express me?
In fact, the brand itself is a metaphor. Choosing a brand is a process of trying to discover ones identity. Andy, Anne Hathaways character from The Devil Wears Prada, and her transformation throughout the movie are a prime example. Despite her initial aversion to luxury brands, she enters the world of high fashion and goes through an identity crisis, ultimately coming to accept the reality of luxury consumerism and undergo a transformation. It shows how brands in todays consumer-driven society become a way to express oneself, beyond any preconceptions of their extravagance or ostentation.
(/ p.237)
As a trend analyst, the question I received most often was: How will COVID-19 change trends? And our anal\-ysis of changes in 2020s global consumer trends, based on our 12 years of research, has led us to the following concluion:
Coronavirus will not change the direction of trends, but it will impact their speed.
In other words, the pandemic has quickened the pace of polarization, intensifying trends that were on the rise, and diminishing keywords that were waning. Just take a look at online and mobile purchases, teleworking, and home-schooling, which are now mainstream — a drastic change from pre-COVID days when they were being introduced. What would have previously taken three to four years to implement has taken less than six months. The moral of this crisis is that we need to swiftly respond to changing trends. Once we move forward, we cant go back. Our best and only option is to closely examine todays trends and to make meticulous adjustments in response.
( 'in the Pref ...

賭(Kim Ran Do) []
, Ʈ , Ʈ, ۰. б Ȱд Һа л ġ, Ȱп ҺƮм ̲ ҺƮ带 ϰ ִ. б , ϰŹ йȭ, ѱҺȸ ֿ, ѱåȸ м, ѱ ֿ, ѱȸ λ, ߰濵 ߰» ߴ. ڿ, Ƹ۽, , ڵ, Z, SKڷ, LG, CJ, ī, ѱܽĻ, ż, SK濵, ԵƮ, ϱȹ, Ѷ̽, AKö ֿ ڹϸ, ̷ İ ǹ ó ϴ ִ.
[Ʈ ̳], [Ÿ ڸ], [ ô, Ʈ ô](), [2011 ѹα Һ- Һڴ ϴ°?](), [2013 Consumer Trends in Korea] 濵 [ũ ð ̴ϱ], [賭 -], [õ ȴ], [ϱ û̴] ̸ .
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, Its 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 Koreas major companies like Samsung, LG, SK, CJ, Hyundai Motors, Amore Pacific, Lotte, Fursys, Nongshim, and Coway.
, Ʈ , Ʈ, ۰. б Ȱд Һа л ġ, Ȱп ҺƮм ̲ ҺƮ带 ϰ ִ. б , ϰŹ йȭ, ѱҺȸ ֿ, ѱåȸ м, ѱ ֿ, ѱȸ λ, ߰濵 ߰» ߴ. ڿ, Ƹ۽, , ڵ, Z, SKڷ, LG, CJ, ī, ѱܽĻ, ż, SK濵, ԵƮ, ϱȹ, Ѷ̽, AKö ֿ ڹϸ, ̷ İ ǹ ...
̿ []
б ҺƮм ϰ ִ. б Һа л硤硤ڻ , Z ġֳθƮ, б Һа ߴ. [Ʈ ڸ](2010~2019) [Ʈ ̳](2013) , ߾ڳ̽Ʈ ĮϽƮ, KBS [賭 Ʈ÷], [ ô] Ȱ, ټ ѱ߱Ϻ ҺƮ ǰ ϰ ִ.
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.
б ҺƮм ϰ ִ. б Һа л硤硤ڻ , Z ġֳθƮ, б Һа ߴ. [Ʈ ڸ](2010~2019) [Ʈ ̳](2013) , ߾ڳ̽Ʈ ĮϽƮ, KBS [賭 Ʈ÷], [ ô] Ȱ, ټ ѱ߱Ϻ ҺƮ ǰ ϰ ִ.
She currently works as a research fellow in the CTC, SNU. She worked as a resea...
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б ҺƮм ϰ ִ. б Һа п [Һ ʴ ǰ ൿ ] ڻ Ҵ. [Ʈ ڸ](2014~2019) , ټ Һ , Ʈ м, ǰ Ʈ Ͽ Һ ǰ 뿡 , ǰ , Һ ó ൿ ϰ ִ.
Jihye Choi, Ph.D. in Consumer Science from DCS, SNU, works as a research fellow at CTC. She has participated in many consulting projects with Koreas leading companies such as Samsung and LG, and gives public lectures on consumer trends. She currently teaches consumer behavior and qualitative research methodology at SNU. She contributes many articles and columns to major Korean newspapers and media.
б ҺƮм ϰ ִ. б Һа п [Һ ʴ ǰ ൿ ] ڻ Ҵ. [Ʈ ڸ](2014~2019) , ټ Һ , Ʈ м, ǰ Ʈ Ͽ Һ ǰ 뿡 , ǰ , Һ ó ൿ ϰ ִ.
Jihye Choi, Ph.D. in Consumer Science from DCS, SNU, works as a research fellow at CTC. ...
[]
ſڴб ΰа .
UX Ʈ ɸ ϰ 2009 б Һа 賭 Բ Ʈڸ 2011 Ʈڸ 2020 10 ߴ. 2012 б ڻ iF Design Award ɻε , ܿ ΰ Һȭ ƿ츣 ִ μ Z, ڵ, Ͼ ΰ濵 ð ڹ, ǰ ܼƮ ߰ پ Ʈ ϸ ռ Ȱ ϰ ִ. 2016 Red Dot 忡 ְ ѵ ̾ 2020 iF 忡 LG CNS Բ ȹ ַ B.E.A.T κ ȾҴ. پ ȸڷε Ȱϰ ִ.
Hyang Eun Lee is an associate professor in the Dept. of Service Design Engineering, Sungshin Womens University. She has a masters 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.
ſڴб ΰа .
UX Ʈ ɸ ϰ 2009 б Һа 賭 Բ Ʈڸ 2011 Ʈڸ 2020 10 ߴ. 2012 б ڻ iF Design Award ɻε , ܿ ΰ Һȭ ƿ츣 ִ μ Z, ڵ, Ͼ ΰ濵 ð ڹ, ǰ ܼƮ ߰ پ Ʈ ϸ ռ Ȱ ϰ ִ...
ؿ []
б к ϰ ִ. б Һа л硤硤ڻ Ҵ. 2017 ѱҺȸ ֿ ѱҺåȸ 2014 ϵ ǥâ Ҵ. LG LSRҿ ٹ б Һںм ð ִ. δ [1ڳ], [ɹ ], [ҺƮ ؿ м] ִ.
June Young Lee currently works as an associate professor in Sang-Myung University. He received a doctors 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.
б к ϰ ִ. б Һа л硤硤ڻ Ҵ. 2017 ѱҺȸ ֿ ѱҺåȸ 2014 ϵ ǥâ Ҵ. LG LSRҿ ٹ б Һںм ð ִ. δ [1ڳ], [ɹ ], [ҺƮ ؿ м] ִ.
June Young Lee currently works as an associate professor in Sang-Myung University. He received a doctors degree in DC...
̼ []
б Ȱд Һа ڻ ߴ. п л ް, ¸ 11 ٹ, ϰTV ͷ Ȱߴ. б Ȱп ҺƮм åӿ ټ ҺƮ м, ǰ Ʈ ϰ ִ. Һ ɸ ҺƮ Ȯ .
Soojin Lee has completed BA, MA, and Ph.D. course in DCS, SNU. She has been a senior researcher at CTC since 2015. Prior to joining the center, she was a stock market reporter on Maeil Economic TV. As a contributing researcher, she is conducting a number of consulting projects with clients about consumer trend. She won the first prize in the Korean Academic Society of Financial Planning symposium. Her studies focus on consumer trends, consumption culture, and family economics.
б Ȱд Һа ڻ ߴ. п л ް, ¸ 11 ٹ, ϰTV ͷ Ȱߴ. б Ȱп ҺƮм åӿ ټ ҺƮ м, ǰ Ʈ ϰ ִ. Һ ɸ ҺƮ Ȯ .
Soojin Lee has completed BA, MA, and Ph.D. course in DCS, SNU. She has been a senior researcher at CTC since 2015. Prior to joining the...
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б Ȱд Һа ڻ ߴ. Central Saint Martins ؽŸ кθ ϰ ѱб(KAIST) ȭп Ҵ. б Ȱп ҺƮм åӿ ̸, ũ ٲ㳪 Һൿ ϰ ִ.
YouHyun Alex Suh graduated from Central Saint Martins College of Art & Design Textile BA(Hons) in the London, UK. She received an MS degree in Graduate School of Culture Technology, Korea Advanced Institute of Science(KAIST), specializing in design management and consumer behavior. She currently is senior researcher at CTC, and a Ph.D. candidate at SNU, specializing in data-driven trend analysis.
б Ȱд Һа ڻ ߴ. Central Saint Martins ؽŸ кθ ϰ ѱб(KAIST) ȭп Ҵ. б Ȱп ҺƮм åӿ ̸, ũ ٲ㳪 Һൿ ϰ ִ.
YouHyun Alex Suh graduated from Central Saint Martins College of Art & Design Textile BA(Hons) in the London, UK. She received an MS degree in...
[]
б Ȱд Һа ڻ ߴ. п л縦 ġ [Һ Һ SNS ȸ Һູ ġ ]̶ Ҵ. б Ȱп ҺƮм åӿ ϰ , ȸ ȭϴ Һȭ, ̸ ϱ پ п .
Jung Yun Kwon is a PhD candidate in DCS, SNU and is currently a senior researcher at CTC. She academically explored the changes in consumers lives caused by technological change through her master thesis, Consumer Happiness and Social Comparisons on SNS in Experiential and Material Purchases. Her interests include rapidly changing modern society, its impact on consumer cultures, and various research methodologies to capture them.
б Ȱд Һа ڻ ߴ. п л縦 ġ [Һ Һ SNS ȸ Һູ ġ ]̶ Ҵ. б Ȱп ҺƮм åӿ ϰ , ȸ ȭϴ Һȭ, ̸ ϱ پ п .
Jung Yun Kwon is a PhD candidate in DCS, SNU and is currently a senior researcher at CTC. She academically explored the changes in consum...
Ѵ []
Ʈ ڸ 2021
Dahye Han received a BA in the Department of Psychology, SNU and an M.A. degree in DCS, SNU. Currently, she is in the Ph.D. course work in SNU and works as a researcher in CTC. With her masters thesis, A Study on Consumer Emotion Changes in Online Clothing Purchasing Process, her research interests focus on consumer behavior, trend analysis, and consumption psychology.
Ʈ ڸ 2021
Dahye Han received a BA in the Department of Psychology, SNU and an M.A. degree in DCS, SNU. Currently, she is in the Ph.D. course work in SNU and works as a researcher in CTC. With her masters thesis, A Study on Consumer Emotion Changes in Online Clothing Purchasing Process, her research interests focus on consumer behavior, ...
[]
Hyewon Lee has worked at Dasan Books, and Kakao Page Corp. for over 15 years. She has an MA degree with her thesis: Comparative Analysis of Age Effect, Period Effect and Cohort Effect - Focusing on Consumer Perception Toward CSR. She is currently interested in quantifying consumer behavior, especially generational theory or cohort analysis in the digital media environment.
Hyewon Lee has worked at Dasan Books, and Kakao Page Corp. for over 15 years. She has an MA degree with her thesis: Comparative Analysis of Age Effect, Period Effect and Cohort Effect - Focusing on Consumer Perception Toward CSR. She is currently interested in quantifying consumer behavior, especially generational theory or cohort analysis in the...















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