영어로 읽는 [트렌드코리아 2020]
글로벌 시대, 대한민국의 소비트렌드가 세계를 선도하면서 해외의 관심이 점차 높아지고 있다. 세계 최고의 통신 인프라를 기반으로 한 온라인 커머스의 발달과 전 세계를 뜨겁게 달군 K-팝과 영화, 게임 등 문화 수출까지, 대한민국은 전 세계 소비의 ‘테스트 베드’ 역할을 하기에 손색이 없다. 수 년 전부터, 다국적 기업의 외국 임원들과 국내 주재 특파원 그리고 해외 투자자들로부터 영문판 발행 권유를 꾸준히 받아왔고, 2020년 드디어 결실을 맺게 되었다. 영문판은 한글판을 최대한 충실히 옮기되 단어 대 단어의 직역을 피하고 글로벌 시장에서 일하는 기획자와 마케터, 디자이너, 사업가들이 보다 쉽게 이해하고 받아들일 수 있도록 조정 작업을 거쳤다. 글로벌 시장의 ‘테스트 베드’ 역할을 하는 한국 시장과 한국 소비자에 대한 이해는 글로벌 시장에 대한 이해에도 도움을 줄 것이다.
For years, I have been asked by English-speaking executives of multinational companies in Korea and foreign journalists to translate Trend Korea into English. Over the years, I also came to believe the possibility of the keywords in the book could help designers, developers, marketers, and managers working in many countries with a global market to better understand the changes in their customers and the market. Thus, I decide to have this book translated into English, starting this year. Instead of being translated word-for-word, the English translation has tried to include content more universally applicable to the various markets in the world by modifying and complementing the original content.
( 'Preface' 중에서)
People today are good at “mode switching.” Who people are at work is different from who they are once they return home. Who people are at home is different from who they are outside. Who people are on an ordinary day is different from who they are while traveling. It is also not unusual to find an otherwise soft-spoken person turn into a passionate warrior when talking politics, and an ordinary housewife to turn into an “ARMY” with her sparkling eyes when talking about BTS.
One of the biggest tendencies exhibited by current trends is that the distinction between the “real me” and the “different me” becomes clearer, and consuming behavior that fits the identity of the situation becomes more important because different consuming contexts end up segmenting the identity of each consumer according to that context. Given that millennials are good at mode switching and that their way of life is becoming more segmented depending on the multiplicity of situations they find themselves in, what does it mean that the “real me” is becoming multifaceted?
Not just in the way people listen to music, but the way of life itself is changing from downloading to streaming. Streaming technology plays audio or video through a network, and it has the advantage of allowing people to experience content without having to download and own it. Having grown accustomed to streaming, consumers now want to apply this technology to every aspect of life. First, they stream their living space, realizing their dreams and designing their lifestyles comprehensively. That is, they experience a wide variety of lifestyles by staying in different conceptual spaces in a neighborhood they want to live in for a period of time they want. Second, they also stream hobbies or leisure activities by subscribing to expert recommendations. People receive style recommendations that suit their tastes, and they subscribe to cosmetics services that suit their skin type and have the products delivered on a regular basis. Lastly, people stream by borrowing. Instead of applying mental effort to select one item, they rent all the options and try them all out. People can rent anything including their dream cars, luxury handbags, and furniture items.
Consumers do not find it satisfactory simply by purchasing one option from a list of alternatives. They now have a desire to personally participate in the investment and manufacturing process of developing products, brands, and stars. This new type of consumer who takes part in the entire life cycle of a product, and who actively supports and purchases a product with the pride of “having raised it personally,” while at the same time meddling in and exercising their control over it, is termed a “fansumer.” These fansumers believe that big and small changes are driven by themselves, and this can be called the “by-me” syndrome.
Generation OPAL has left their old jobs but is taking up the challenge of working in new jobs. They also enjoy dynamic leisure activities, knowing that every moment counts ever more as they get older. Furthermore, they form new consumer trends while following the tastes and brands of younger generations, and they purchase their own content products, consequently bringing the winds of change to various industries. The OPAL generation is actually a very diverse and picky consumer group. Simply offering larger fonts and easy-to-use features cannot appeal to the OPAL generation. Companies need to approach the generation with detailed consideration of segmented lifestyles. Who calls them stubborn old folks? No more stereotype image of elders. The OPAL generation, who vigorously uses YouTube and new technologies as freely as younger people, is playing a key role in society and will provide fresh energy to the stagnant market.