Flair South Korea 2025: Shifts and Explorations – Decoding Emerging Trends and Opportunities
South Korea has developed a unique consumer market in a rapidly changing economic, social and technological environment. In 2025, the key words to watch are 'shifts' and 'exploration'. Demographic changes due to extremely low birth rates, diversification of household composition and technological advances are profoundly influencing South Korean consumer behaviour and market trends.
These changes present new opportunities for businesses and brands. In our new edition of Ipsos Flair South Korea, our local experts explore the current and future state of the Korean market and decipher the key trends to help businesses navigate this dynamic landscape.
Key takeaways include:
1. Target Generations: Teens vs. 50s
In the marketplace, teens and those in their 50s are very important target generations, each with unique consumption patterns. Teenagers, as digital natives, are used to consuming digital content through smartphones and social networking sites, and they have a significant influence on purchasing decisions within the family. On the other hand, people in their 50s are economically stable and tend to have a strong interest in self-development, wellbeing and health, preferring premium products and services.
2. Self-Analysis: New Paths for Identity
The younger generation is experimenting with different ways to establish and communicate their identity. In particular, Gen Z is highly interested in tools that help them analyse and understand themselves, such as MBTI, personal colour tests, hair and body shape advice, and genetic testing. Based on this understanding, they tend to seek out and consume products and services that are tailored to them.
3. Subscription Economy: Valuing Experiences Over Ownership
The subscription economy is establishing itself as a consumption trend that values experiences over ownership, and Korean consumers are actively embracing the subscription model in various fields. The scope of subscription services continues to expand from music, movies and video streaming to cars and home appliances, becoming an important means of providing new experiences to consumers.
4. ESG: The Reality of ESG Discourse from Individual and Corporate Perspectives
With the rapidly growing interest in ESG, consumers are paying more attention to corporate social responsibility and environmental protection activities when choosing products and services. Korean companies are also strengthening ESG management to meet consumer expectations. ESG has now become a core element of a company's sustainable growth strategy, rather than just a marketing tool.
5. K-FOOD: K-Culture and Marketing
As an important part of the globally popular K-culture, K-Food has gained competitiveness in the global market with South Korea's unique food culture. Especially with the growing interest in health foods, K-Food has used this as a marketing strategy to achieve greater success in overseas markets.
6. AI: From Data to Insights
Artificial intelligence (AI) is also playing an important role in marketing research in South Korea. Technologies that use multi-agent systems to analyse vast amounts of data and derive more sophisticated consumer insights are increasingly being used to help companies understand consumer behaviour and develop tailored strategies.