South Korea Consumer Trends Report by Daxue Consulting

Korea Consumer
Trends Report
September 2022
© 2022 daxue consulting 1
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Contents
South Korea Consumer Demographics 3
Societal trends 11
Digital trends 20
Retail trends 28
K-beauty trends 38
F&B trends 51
Travel Trends 78
Korea Market Research Case Studies 88

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Demographics
Meet your Korean
consumers
South Korea has one of the fastest aging populations
South Korea’s population has been rapidly aging in the past few years. It is expected to continue largely due to the low fertility
and mortality rates.
South Korea’s “Silver Population” was 16% of
Age structure of South Korea the population in 2020, an increase from about
11% in 2010.
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
10.69% 11.1% 11.53% 11.96% 12.4% 12.86% 13.34% 13.85% 14.42% 15.06% 15.79%
The South Korean population has been rapidly

aging in the last few years as shown on the
diagram on the left. According to another report by
73.21%
Statista, the elderly population is projected to rise
73.28% 73.35% 73.4% 73.41% 73.36% 73.16% 72.92% 72.61% 72.19% 71.67% to about 13 million in 2030 and about 17 million in
2040 mainly due to the low fertility and mortality
rates.
Source: Statista Korea (2021)
16.1% 15.62% 15.12% 14.63% 14.18% 13.78% 13.5% 13.23% 12.97% 12.75% 12.54%
People are having less children. Only 13% of the

0-14 years old 15-64 years old 65 years old and above
population is 14 years old or younger in 2020, a
Source: Worldbank (2021) decrease from about 16% in 2010.

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South Korea has the lowest fertility rate in the world
South Korea has the lowest fertility rate in the world, with a rate of 0.8 children per woman in 2020. It is far below the
replacement level of 2.1 and the sharp drop from the 1970’s level which was 4.5.
Population pyramid of South Korea
Drivers of South Korea’s low fertility rate:

The 15-64 years old
represent majority of • Extremely competitive and expensive education
the population system.
(about 72%) • Difficulty finding a job for graduate students.
• Overheated housing market.
• Education of women, later marriage and the
difficulty to go back to work after giving birth for
women.
The government tries to take measures against the

fertility drop by giving a monthly allowance of $250
until the child reaches one year old and by facilitating
parental leave.
Source: The Asahi Shimbun (2022)

Source: Statistics Korea (2020)

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The population is densely clustered in the big cities in the northwest and southeast
South Korea has a very dense population, with 531 inhabitants/km². The population is largely concentrated in the big cities in the
northwest and southeast of the country.
South Korea’s rural to urban population Largest cities in South Korea
Seoul (10.3 million)

Incheon (2.6 million)
Daejeon (1.5 million)
82% 81% 82%

65% 78% 80% 81%
48% 57% 74%
41%
32%
28%
24% Gwangju (1.4 million) Daegu (2.6 million)
72% 68% 59% 52%

76% 43% 35%
26% 22% 20% 19% 18% 19% 18%
Busan (3.7 million)
1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020
Rural population Urban population

Source: Worldometers (2020)
Source: Worldometers (2020)
The urbanization rate has been continuously increasing over the years. In The largest cities are condensed in low land areas in the
2020, 82% of the Korean population (41.9 million people) were urban, while northwestern and southeastern areas (except for the city of
only 18% (9.3 million people) of them were rural. Gwangju) since 70% of the country is mountainous. Geonggi,
which includes Seoul and Incheon, is the most populated
province.

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Income inequality varies by gender and company size
The salary of South Koreans is in the average range of developed countries. The wage inequality are not too high but there is a
clear difference in salary by genders and by company type.
GDP per capita
In South Korea, the average salary is
South Korean’s average United States $76,030
$2,530/month and the medium salary
salary in 2020: Japan $39,240 $1,913/month. Income inequality in South
US $2,530/month
South Korea Korea is a bit higher than in most
(KRW 3.2 million/month) $34,990
advanced countries, but still lower than
Spain $30,160
that in China and the US.
China $14,100
Source: Worldbank, International Monetary Fund
Gender pay gap per month

South Korea has the largest gender pay gap among the Organization for
Women $1,975 (KRW 2.47 million) Economic Co-operation and Development (OECD) countries. In 2020,
average salaried men’s earnings were 1.5 times higher than that of
Men $2,966 (KRW 3.71 million) salaried women.
Pay gap by size of the company per month

Income inequality also depends on the size of
SME $2,056 (KRW 2.47 million) the company. People that work in large
companies earn on average about twice the
Large company $4,199 (KRW 5.29 million) salary of those in small and medium-sized
enterprises (SMEs).
Source: Statistics Korea

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South Korea’s economy is driven by tech and industry
South Korea still relies heavily on its industrial sector, especially automobile, telecommunications and heavy industries, even
though it is moving towards a service economy like most developed countries.
Distribution of GDP by sector (2020)
Service
• Behind most advanced countries: Japan (69.3%), US (77.31%), UK (72.82%), but similar to China (54.53%).
• Employs over 70% of the Korean workforce.
• Main service categories: wholesale & retail trade, transport, education, financial & insurance services, health
57.07% care and real estate.
Industry:
• Main industries categories: construction, automobile, electronic, telecommunication, shipbuilding, chemical
and steel.
• A world leader in electronic goods and semiconductors, thanks to a very large R&D investment (for example,
Samsung invests the most in R&D globally).
32.08% Agriculture:
• Only 14.1% of the country’s land is arable → little space for agriculture in South Korea’s economy.
• Rely a lot on the import of agricultural products and raw materials, mostly from US, China, Australia and Brazil.
1.76%
Source: Worldbank

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South Koreans value education, convenience, and efficiency
The typical South Korean consumer is well educated. Usually having high personal debt, they tend to search for better value for
money and prefer convenient and efficient transactions.
Highly educated: Average household consumption by category

South Koreans are well-educated and well-informed. The national
literacy rate is 98% and 70% of the 25-34 years old have a tertiary Food & beverage 15.9%
education. Restaurants & hotels 13.5%
Housing, water, electricity 12.0%
At the cutting edge of technology: Transport 11.5%

• The country has the world’s best IT infrastructure and a wide-use
of high-speed internet and smartphones. Health 9.1%
• Online shopping is very common. 88.5% of the population uses e- Other goods & services 8.3%
commerce.
• Only 20% of transactions are done in cash. Education 7.3%
Recreation & culture 5.7%
Household composition: Household equipement 5.2%

• The average South Korean household has 2.4 people.
Clothing 5.0%
• 27% of households live alone
• 48% are composed of 2 or 3 people Communication 5.0%
• 24% are composed of 4 or 5 people
Alcoholic beverage, tobacco 1.6%
• 1.5% are composed of more than 6 people.
Source: Statistics Korea (2021)

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Korean marketing lingo brands should know: The MZ Generation (MZ세대)
MZ Generation (MZ세대) collectively refers to Millennials and Generation Z in South Korea, unlike other countries where they are
referred to separately. Many brands widely use it in South Korea to better understand their consumers.
Characteristics of the MZ Generation
Expect brands to mirror

Digitally fluent their values and cater to
their preferences
Concerned about social

Expect transparency and
justice and climate
authenticity from brands
change
More educated than Willing to spend money

previous generations for themselves
Millennials are individuals born between 1981 to

Aspire to become the
1996 and Generation Z are those born between Desire for premium,
best version of
1997 to 2012. Together they are referred to as the luxury products
themselves
MZ Generation (MZ세대) in South Korea.
Source: Korean Legal Institute (LII)

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Korea’s
Societal
Trends
© 2022 daxue consulting
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Korea has enormous soft power, carried to the world in the Hallyu
Hallyu (한류) translates to “Korean Wave” and refers to the rise in the international prestige of Korean exports during the 21st
century.
Elements of the Hallyu K-Beauty
K-Pop
K-Dramas
PONY Syndrome, the #1

Kbeauty influencer in
BTS, the #1 Kpop group 2022 with nearly 6m
in 2022 with a net worth Youtube followers
The World of the Married
is the top ranking Kdrama of $100 million US Photo: Pony’s official instagram
Photo: BTS official instagram
of all time.
Photo: IMBD

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Though attitudes are changing, many Koreans remain wary of LGBTQ+ issues
Long denied political agency, Korea’s LGBTQ+ movement seeks foothold in public discourse. Resistance from Korea’s substantial
Christian population has been a heavy obstacle despite recent liberalization in the younger, more often non-religious generation.
Korean conservatism has resulted in historically hostile attitudes toward LGBTQ+ Koreans.
The millennial and Gen Z Koreans perceive “traditional” values and religion as less important.
They are more aware of human rights and foreign social movements.
The Seoul Queer Culture Festival has taken place since 2000 with
ten thousands of attendees each year. Regional small-scale Queer
81% Culture Festivals in provincial cities are also emerging.
opposed workplace Participants at Seoul’s biggest-ever pride parade in

discrimination based on 2016, with the slogan “Queer I Am.”
sexual orientation.
On the contrary, counter-protests by religious Koreans as well as

petitions to prevent pride events are frequent. Many Koreans
59% remain ambivalent towards LGBTQ+ rights, preferring not to speak
out. The political spectrum reflects such attitudes, with LGBTQ+
issues rarely appear on Korean liberal party’s platform.
however, still opposed
legalization of same-sex
marriage. Counter-protest by a conservative, religious group is
happening next to pride parade in 2016
Source: Gallup Korea (2021)

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The LGBTQ+ community survives despite lack of legal protection
As many members of the LGBTQ+ community in Korea cannot afford to be transparent about their identities, niches for
interaction and growth in urban centers have developed.
Recent legislation prevents police and other government authorities from

outing closeted Koreans, while festivals such as the Seoul Queer Culture
Festival take measures to protect attendants’ privacy.
Havens for the community exist in urban centers like Seoul and Daegu, the
second Korean city to host a queer festival. Jongno and Itaewon (the latter
having a large foreign population as well) are particularly known for being safe
spaces. Online platforms like Facebook connect both out and closeted users.
Gay bar Owoo, located in Jongno, Seoul. Korea’s vibrant nightlife

scene provides a home for LGBTQ+ youth.

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The traditional Korean family and roles are increasingly difficult to define
Once strictly Confucian, low birth rates, high costs of living, and new cultural morals have complicated Korean family
structures.
Family structure
Korea’s low birth rate has eroded the traditional multi-generational
households. This, alongside having the world’s third highest life
expectancy, has led to anxieties about Korea’s population, workforce,
economy, and social inequity.
Gender roles
• Although the percentage of women continuing to work after marriage
or returning to the workplace after giving birth is growing, household
chores are still frequently pushed onto women.
In 2020, single and two-person households
• In 2015, Statistics Korea found that only 16.4% of men shared
constituted nearly 60% of the national
housework equally, up from 8.7% in 2008.
population. The experience of living alone has
given rise to businesses like MAMACOOK, a
supermarket chain that sells home-style
banchan, particularly to Koreans in their 20s
and 30s

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Despite a majority identifying as non-religious, faith retains power in Korea
Though a 2021 census found that 56% of Koreans have no religious affiliation, religion plays a vast role in domestic affairs.
Size of religious groups in Korea

(in percentage)
Catholic
8%
Buddhist
16%
Non-religious
Protestant 56%
Protestant
20%
With over 400,000 members, Yoido Full Gospel Church Vandalized structures in Gaeunsa Temple,
is the largest Pentecostal congregation in Korea. Busan, one of many such cases.
Source: Statista (2015)
Christianity in Korea is highly influential. Most Korean presidents have been Christian, while wealthy megachurches retain large followings and
political connections. Religion is an oft-heated issue, with Christian pastors and adherents often vandalizing Buddhist temples and relics.
Though native beliefs and shamanism drive many common practices today, these are unlike established belief systems or faiths. Korea’s
heavily Confucian culture sometimes results in quasi-syncretic practices like jesa (ancestral rites), even Korean Catholics.

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Healthy pleasure (헬시 플레저) is in fashion among the MZ Generation
Since the pandemic, the view of healthy has changed from “painful” dieting to building a healthy mind, body, and lifestyle through
fun and comfortable means.
Health = Pain Health = Pleasure

Before the pandemic, After the pandemic, people
individuals achieved health sought health through fun
through strict physical and physical activities, good food,
eating plans. and healthy mindset.
Post-pandemic physical and mental health activities

performed by 20-50 year olds
60.9% 58.4%
48.6%
39.0%
Shim Euddeum ( 심 으 뜸 ),
with 1.26 million YouTube
Actress and amateur boxer
subscribers, is a top
Lee Si-Young ( 이 시 영 )
influencer known for her fun
regularly posts photos of
and effective fitness-related
her healthy lifestyle, such as
content, from at-home
photos of her hiking.
Health supplement Exercise Sufficient sleep Diet management workouts to healthy lifestyle
consumption Vlogs.
Source: JOBABA (2019), Instagram

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Feminism faces extreme backlash in South Korea
Feminism is considered a highly controversial and complex issue in South Korea. Although the concept itself is being
implicitly supported, openly expressing it is perceived as regarding it synonymously with radicalism and misandry.
Then member of K-pop group Apink,

Son Naeun (손나은), received blacklash
from netizens for posting a photo with a
phone case saying “GIRLS CAN DO
ANYTHING” in 2018. Many started to
question whether she is a feminist and
associated her with the implied
negative stereotypes. rank in the Gender
102nd Gap Index (GGI)
among 156 nations
South Korean archer An San ( 안 산 )
received raised anti-feminist sentiment
during the 2021 Tokyo Olympics.
Although she won three gold medals, she
was criticized for her short hair. In
response, she received support from
many women who posted their photos
with short hair.
Source: News, Korea Daily (2018), Ministry of Gender Equality and Family (2020), BBC (2021)

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The traditional definition of being a “woman” remains but is slowly fading
Being a women in South Korea is traditionally associated with the conservative characteristics cleanliness, innocence,
passiveness. Though still a minority, there are women who are showing the contrary, such as independence and resoluteness.
Singer and actress IU (아이유, left) is popular among men and

Actress Kim Hye-Soo (김혜수, left) is widely known for her
women for her singing/acting skills and exceptional beauty.
independent, strong, and sophisticated roles in movies/dramas
Singer Irene (아이린, right) is also praise for her beauty. They are
like Juvenile Justice. Similarly, actress Song Ji-Hyo (송지효, right)
both characterized with the fair skin, pureness, naturalness,
is known for her easygoing and candid personality and plain
positivity, fairies, flowers, among the “traditional” characteristics
appearance in dramas and TV program Running Man.
of women.
Source: Instagram

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Digital trends

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The Korean digital ecosystem of smartphone apps
The Korean digital ecosystem is a mix of domestic and global apps, with domestic apps dominating each segment.
1. Baedal Minjok (배달의 민족) 1. NAVER Map (네이버 지도)
Food Delivery 2. Yogiyo (요기요) 2. TMAP (티맵) Transportation

3. Coupang Eats (쿠팡이츠) 3. Google Maps (구글 지도)
1. Melon (멜론) 1. Yanolja (야놀자)
Music 2. Genie Music (지니 뮤직) 2. Good Choice (여기어때) Travel

3. YouTube Music (유튜브 뮤직) 3. Airbnb (에어비앤비)
1. KakaoTalk (카카오톡) 1. Coupang (쿠팡)
Social Media 2. Naver Band (네이버 밴드) 2. 11 Street (11번가) Shopping

3. Instagram (인스타그램) 3. G Market (G마켓)

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The top smartphone applications in each category
Food Delivery Shopping Social Media Transportation
Baedal Minjok Coupang KakaoTalk NAVER Map

(배달의 민족) (쿠팡) (카카오톡) (네이버 지도)
• 26.6 million users (2022.3) • 47 million users (2021.12)

• 19.3 million users (2021.6)
• 20.7 million users (2022.3) • High reliability to consumers • National messenger
• Navigation service
• Unicorn Startup via search engine to compare application +
• Public Transportation
• Platform service fulfilling products, meeting delivery • Easy gifting
• Online food ordering
both consumers’ & providers’ time • Emoticon market
• Reviews to compare
needs • One-day delivery • Kakao pay
restaurants
• B mart grocery delivery • Fresh food delivery • Kakao plus channel -
• Vaccine Service for COVID-19
• Cross-border shopping promotion

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South Korean TV shows have been reproduced for the Chinese market
Korean reality shows on singing, games, cooking, education, and more have been reproduced for the Chinese market. This shows
influential soft power of Korea’s entertainment industry, making it a place to kindle global trends.
Copyright
Name of show Name of show
Purchased
(Korean version) (Chinese version)
(Yes/No)
Dad! Where Are We Going,
Where Are We Going? Dad? Yes
(아빠! 어디가?) (爸爸去哪儿)
King of Mask Singer Mask Singer

(복면가왕) (蒙面唱将)
Yes Popular show Running Man (런닝맨) from South Korea (left) was
reproduced as Keep Running in China (right), which received nation-
wide attention in Chinaw
Running Man Keep Running
Yes
(런닝맨) (奔跑吧兄弟)
Produce 101 Produce 101

Yes
(프로듀스 101) (创造 101)
Show Me the Money Rap of China

No
(쇼미더머니) (中国有嘻哈)
Show Me the Money (쇼미더머니, left) was reproduced as Rap China
Yoon’s Kitchen Chinese Restaurant (right) without copyright purchase, which received criticism from
No
(윤식당) (中餐厅) netizens.
Source: Baidu
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Over-the-top (OTT) platforms are replacing traditional TVs
Over-the-top platforms (OTT), referring to media services offered directly to viewers via the Internet, are bypassing traditional
cable, broadcast, and satellite television platforms.
OTT platform subscribes in South Korea
Reasons OTT platforms are preferred
(in thousands)
July 2021; Android + IOS users
910
-- Local OTT Platforms Accessibility of the content
-- Global OTT Platform Especially during the pandemic when theaters were
closed, OTT platforms expanded the entertainment
options available at home.
319
278
209
172 151 Increased single-person households
Young adults in the 20s and 30s account for the
majority of single-person households. Since
purchasing a television is a significant financial
Netflix Wavve Tving U+ Mobile tv Coupang Play Watcha
burden, young adults are turning to OTT platforms
where they can watch shows on their phones and
laptops.
Source: WISEAPP·RETAIL·GOODS (2022)

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24
Embedded marketing in K-drama faces negative comments by the audience
Embedded marketing, also known as product placement or PPL in Korea, is a form of commercial advertisement which
references to specific brands or products are incorporated into media content. While Embedded marketing is proven to be
effective, it is facing many negative comments due to its overuse.
Degree of annoyance from embedded marketing
among Korean TV watchers
Not annoyed at
all
8%
Very annoyed
16%
Not very
annoyed
33% Slightly annoyed
43%
Embedded marketing of Toreta! in Goblin

Traditional embedded marketing is limited to
showing the product logo in the content.
Source: Korea Press Foundation (2016)
Embedded marketing in K-dramas is proven to increase brand awareness and sales. However, despite the high advertising impact, the
Korean audience is expressing negative views towards embedded marketing as is often feels out of context, spoiling the mood of the
drama.

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Expansion of embedded marketing into online video streaming platforms
Companies are increasingly using online videos and live streaming to promote their products. Through these channels, brands
can promote their products to more relevant consumers.
Embedded marketing is widely used for the following reasons:
1. Companies can market towards more targeted consumers

More positive and effective marketing effect follows when appealing to
more relevant target group (i.e., beauty content viewers more interested
in cosmetics brand and products).
2. Creators have the freedom to create content relevant to the

marketing product brand
Independent content creators have more freedom to better embed the
Negowang (King of Negotiation) is a YouTube
product or brand into their story. The embedded product does not seem
content that interviews consumers’ needs or
too out of context to viewers. Embedded marketing is sometimes used
complaints to a franchise brand and negotiates for a
as a source of humor in the content through excessive exaggeration.
discounted price. BBQ, a Korean fried chicken brand
sold 6.5 billion KRW (5 million USD) in the following
weekend after the release of the episode with
Negowang.

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Influencer marketing plays a big role in South Korea’s risk-adverse society
Especially in South Korea with so many risk-adverse consumers and social media-loving younger generations, influencers have
the power to directly impact the purchasing decision of the public.
Risk-adverse consumers Micro influencers

Influencer marketing provides a form of Not only mega influencers with millions
Influencer market size in South Korea reassurance to risk-adverse consumers of followers, but also micro influencers
(in billion USD) during their purchasing process. With who have tighter followings and
83% of active social network users, viewership across various niches have
10 influencers are essential to marketing. undeniable influence on social media.
8.2
6.3
4.4
2.5
2016 2017 2018 2019 2020
Source: Mediakix (2021)
Instagram mega influencer @jennierubyjane Instagram micro influencer @walking_yang

with 68.7 million followers with 68.8 thousand followers

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Retail trends

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KakaoTalk is a crucial platform for mobile commerce
The e-commerce market, especially mobile-commerce, is experiencing unhindered growth. M-commerce platforms like KakaoTalk
(카카오톡) can strengthen interaction with consumers and raise sales.
Online retail sales in South Mobile online share in KakaoTalk Gift

Korea (in billion USD) total online retail sales
140.2 67.9
64.0
117.7 61.1
56.2
98.9
KakaoTalk Gift Kakao Talk
79.4 allows users to Shopping provides
send and receive time-limited
online gifts on special deals for
special occasions friends.
like birthdays.
KakaoTalk, the leading messaging service

2017 2018 2019 2020 2017 2018 2019 2020 provider in South Korea provides m-commerce
Source: Nowak & Partner
functions, which brands can grow to increase
interaction with consumers and sales.
Source: Kakao Official Website

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E-commerce reaches all demographics, even the silver generation
Consumers, including those in the older generation, are shopping online as a result of the restrictions to leave their homes and
improved e-commerce platforms. They buy a wide range of products, ranging from food deliveries and daily necessities to
electronics and clothing.
Korea online shopping penetration by age Top 3 online sales categories for all ages
2018 2019 2020

10 to 20 57.7%
20 94.7%
1
Travel services Travel services Food delivery
30 93.8%
40 86.3% 2
Groceries Clothing Groceries
50 60.2%
60 31.4% 3
70 and above 14.7% Clothing Electronics Electronics
Source: Nowak & Partner

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Leading e-commerce platforms include Naver (네이버) and Coupang (쿠팡)
The e-commerce industry is growing with the support of major players including Coupang (쿠팡), Naver (네이버), and SSG
(SSG닷컴) who are providing improved e-commerce services.
Leading e-commerce players by sales Services offered by top e-commerce players
2021 Q1 2022 Q2 The Google of South Korea The Amazon of South Korea
1
Well-developed search engine Rocket delivery service, its next-
2 day delivery service
3
Naver Pay, the mobile payment Rocket fresh service, same-day
service under Naver delivery service of fresh food
4
5
Naver Shopping Live, Discounts and promotions
live e-commerce platform
Source: IterAd, Aju Business Daily

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Fashion brands release co-branded products, known as “collabo-marketing” (콜라보마케팅)
Fashion brands are increasingly cooperating with other brands in the same industries. They bring together the styles of both
brands to create a product that multiplies the attention from consumers.
Gucci X Adidas Nike X Louis Vuitton MCM X Crocs
Gucci and Adidas collaborated to create a

Nike and Louis Vuitton sold nine MCM and Crocs collaborated to create a limited-
product mix, including t-shirts, bags, and
limited-edition types of sneakers that edition product that balances the styles of both
skirts. Working with idols like (G)I-DLE
received enormous attention, brands. It is Crocs’ iconic clog decorated with details
((여자)아이들, left) and athletes like Park
especially from resellers. representing MCM.
Tae Hwan (박태환, right) to promote them.
Source: Gucci, Naver
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Brands are launching non-conventional products to reach “Funsumers”
Brands across industries are releasing fun, out-of-the-ordinary products to attract funsumers (펀슈머) who mainly consist of
Generation MZ. However, some brands have crossed the line and did not receive positive responses.
Gompyo (곰표), a flour brand, released products in Monami (모나미), South Korea’s leading
Haitai (해태), a large confectionary
other lines such as those in the clothes and stationary brand, unveiled beverages
and food company, launched an ice-
stationary categories. They ignited fun by inspired by their iconic permanent
cream version of the sweet red bean
launching these products which are paradoxically markers. However, it received a negative
jelly, which is a treat usually
unrelated to the brand yet have familiar elements response due to the potential danger for
consumed by the older generation.
i.e., white, ”clean image”, edible, flour-containing) children to mistake a marker for a drink.
Source: Naver
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Limited edition products unleash consumer’s “Gotcha Power” (득템력)
Popular brands are launching limited edition products to take part in the “Gotcha Power” (득템력) trend. Consumers feel a sense
of satisfaction by investing time and effort into the pre-purchase, purchase, and post-purchase stages of scarce products
“Gotcha Power” (득템력)

Refers to the consumers’ ability to obtain products that are hard to acquire due to constraints like limited quantity, time, and raffle draws,
and not necessarily due to financial constraints.
Large brewing and distiller company

Nike’s Jordan 1 Retro High Black Mocha was released Starbucks and Dolce Gusto
HiteJinro ( 하 이 트 진 로 ) and online
in 2020 was released limited-edition product. Many collaborated to launch a limited-edition
fashion platform Musinsa ( 무 신 사 )
young people invest significant time and effort into bundle pack Genio S Star (지니오S 스타)
together launched a limited-edition bag
acquiring it. They even collect and resell them at a for consumers to set up their own
pack, which all 400 were sold out in 4
higher prices in platforms like KREAM (크림). Starbucks café at home.
days.
Source: New Daily, KREAM, Naver

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Consumers are looking for “narrative” (내러티브) in the brands they buy
Narratives (내러티브), stories containing a point of view or values and also incorporate emotion, are becoming more important
for South Korean consumers, although already common in many Western countries. Smaller and larger brands are integrating
their stories and values to their branding strategies to attract their consumers.
Narratives (내러티브) are largely being used in branding and marketing. It has become a powerful tool to intensify the consumers’
love for the brand and drive sales.
Knotted
(노티드), a
donut café
brand is a
trending donut
café.
They create ”narratives” by appealing to the consumers’ emotions, The clean energy vehicle company, Tesla, sells the
sharing the brand’s narratives with their community of consumers, story of a “world is accelerated by sustainable
and encouraging consumers to build affection for the brand. The energy.” It creates a greater connection with their
iconic smiley face and teddy bears together create a happy story consumers by sharing their vision and values with
between the brand and the consumers. their consumers.
Source: CHOSUNBIZ

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Live commerce (라이브 커머스) is an opportunity for brands
Live commerce is expected to continue growing. Many consumers are buying products online as they get real-time interaction
with the hosts and get special promotions.
Market size of live commerce in South Korea

(in billions KRW)
10,000 ~7.5 billion

USD
2,800 ~16 million

USD
Naver Shopping Live ( 네 이 버 쇼 핑 라 이 브 ) is the leading

4 ~2 billion USD
livestreaming shopping platform. Numerous large brands hold
2020 2021 2023E exclusive promotions, like discounts and gifts on first-come-first-
served basis.
Source: Maeil Economics, Naver Shopping Live

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Korean fashion companies are acquiring foreign licenses
Korean fashion companies are acquiring the licenses of the logos of foreign brands and launching apparel collections. Many
are obtaining them from brands that have no connection to the fashion industry.
License Acquired Fashion Company

Brand Characteristic
Brand Name Name
Discovery Expedition
Nature exploration
(디스커버리 F&F
channel in the USA
익스페디션)
MLB F&F Major league in the USA
The Nature Nature exploration

National Geographic
Holdings (더 channel and magazine
(내셔널 지오그래픽)
네이쳐 홀딩스) in the USA
Hilight Brands
Manufacturer of films
Kodak (코닥) (하이라이트
and cameras in the USA
브랜즈)
Hilight Brands
Online fashion platform Musinsa ( 무 신 사 ) launched a News channel in the
CNN (하이라이트
limited-edition clothing collection “CESCO TEAM” in 브랜즈)
USA
collaboration with CESCO, a comprehensive environmental
hygiene company. The Nature
American Football
NFL Holdings (더
Association
Source: Korea JoongAng Daily, MONEYTODAY, Musinsa 네이쳐 홀딩스)
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K-beauty
trends

ALL RIGHTS RESERVED
Korea has a very strong and mature domestic beauty market
Impacted by COVID-19, Korea’s cosmetics market declined from 10 trillion KRW in 2019 to 7.6 trillion KRW in 2020 (~6 billion
USD). Fortunately, we can expect a rebound in the coming years as the economy recovers from COVID-19.
Korean cosmetics market size

(in trillion KRW)
Early figures for 2021 sales released by the Ministry
of Food and Drug Safety indicate forecasts for the
year in the 10 trillion KRW range. 10.11
10.03
9.46 9.26
9.04
The pandemic has had a large impact on demand and
8.18
accessibility, with offline shopping being obstructed. 7.6
Domestic brands have been quickly adapting, with

Olive Young, Missha, and Tony Moly all offering same-
day/next-day delivery services similar to popular
grocery and food platforms like Curly, Yogiyo, or
Coupang.
2014 2015 2016 2017 2018 2019 2020
Source: 2021 Food and Drug Statistical Yearbook of MFDS Korea

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Korea’s beauty standards are natural, pale and thin
The robust domestic Korean cosmetics market serves as a unique launchpad for the manifestations of East Asian beauty
standards.
Korean beauty standards
Emphasis on a natural look and pale skin as well as attributes considered more
‘Western’ (such as double eyelids, for which many Korean women receive surgery)
Koreans frequently say that one’s “face is small” when describing beauty— in some
regards this is a misnomer as it also extends to having ‘desirable’ body and face
proportions (such as long legs, a flat stomach, and a V-line chin)
Reflected in makeup trends
Though Koreans wear a lot of makeup, the main idea is to conceal its usage—
apparent heavy cosmetics is considered outdated. The goal is to look like a bare
faced as possible
As a result of this, products touting benefits to skin health are especially popular as
they are perceived to create long-term improvements.

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Korea’s famous 10-step skincare routine
The 10-step was popularized by K-beauty influencer and aesthetician Charlotte Cho, founder of Soko Glam, who introduced a
scientific component to beauty routines such as hyaluronic acid for moisturizing. The routine encourages experimenting with
brand combos (such as Hera eye cream + Innisfree moisturizer).
The 10-step routine
An exhaustive but personalized routine that allows flexibility 1. Oil cleanser

between choosing different brands and emphasizes a natural,
2. Foaming cleanser
healthy approach to skincare
3. Exfoliant / mask
Though length is in some ways part of its appeal, the 10-step
was not initially pushed as a must— with 10 steps being options 4. Toner
of a more personalized routine 5. Essence

But the 10-step routine— once an industry staple— is somewhat
6. Ampoule / serum
out-dated, being replaced by minimalism
7. Sheet masks
It is difficult for brands to tout accessibility when a routine relies
on so many products 8. Eye cream
9. Moisturizer
10. Sleeping pack

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K-beauty brands have reached all corners of the world
Hallyu has provided an easy way for domestic brands to appeal to broader audiences. Celebrities with millions of fans
around the world show their personal beauty routines introducing the beauty products they use on a daily basis.
BTS: Tiffany Young: Hoyeon Jung:

5.7 million views 9.2 million views 17.6 million views
Source: YouTube
Korean celebrities, primarily from K-pop and K-dramas, play a large role in promoting cosmetics brands. The above shows
members of BTS, Girls’ Generation’s Tiffany Young, and Hoyeon Jung (Squid Game) engaged in their personal beauty
routines. Each video received a flurry of comments with inquiries as to where to buy the products.
While many domestic consumers prefer beauty content creators, celebrity endorsements offer instant broad recognition.
A survey by the Korean Foundation for International Cultural Exchange found that celebrities’ use or advertisement was a
main positive aspect (selling point) for approximately 18% of Korean consumers’ perceptions of a product.

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When it comes to clean beauty, Korean consumers go vegan
Korean consumers prefer gentle, minimalistic formulas for skin products. Natural and plant-based ingredients are selling
points.
South Korea’s clean skincare trends of

2022 Distribution of vegan certified products in South
Korea (2021)
Finding natural ingredients to replace 50%

manufactured ones, such as using Bakuchiol
instead of Retinol for a Vitamin A solution.
Photo: 23 Years Old‘s Bakuchiol products
27%
Using more fermented ingredients such as

Kombucha and fermented soybean for their
probiotic benefits 11%
9%
Photo: Innisfree sermented soybean firming essence
3%
Cosmetics Food Household Raw Other

Minimalist products which are less triggering products goods materials
to sensitive skin (60% of Korean women report
Source: Korea Agency of Vegan Certification Services
having sensitive skin).
Photo: IUNK, Korean brand focused on minimalism and
natural ingredients

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Domestic beauty brands maintain a steady hand over buyers
As with most industries in Korea, cosmetics are led by large conglomerates known as chaebols (재벌). Though foreign brands
enjoy prestige and recognizability, domestic brands have broader appeal to Korean women.
Industry leader Amorepacific (아 모레 퍼시 픽 ) owns

LG Household & Health Care (LG생활건강) is a top Sulwhasoo, Laneige, Mamonde, Innisfree, and Etude
consumer goods company with divisions in the House. These five subsidiaries operate about 4,000
cosmetics, household goods, and beverages. It counters (including shared locations with Western
owns History of Whoo, BEYOND, and VDL. brands).
>1 trillion KRW
Aekyung (애경) Group owns cosmetic COSMAX (코스맥스) is a leading research,

>200 billion KRW development, and production group for
brands like AGE 20’s, LUNA, a solution,
FFLOW, and POINT and personal care cosmetic and health functional food
brands like Kerasys, 2080 Toothpaste, products. They have partnerships with 600
and LABCCIN. beauty companies, including Clio, AHC,
Olive Young, and Dr.Jart+.
>130 billion KRW
Tiers based on 2020 Q1 revenue

Source: Official Websites of LG Household & Health Care,
Amorepacific, COSMAX, and Aekyung

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Japanese brands have high credibility in Korea’s beauty market
Despite prominent Japanese exports being electronics and cars, their strongest in Korea include cosmetics
How Japanese brands gained hold of the Korean beauty market

While Korean rivals to Japanese consumer electronics and automobiles (Samsung, LG,
Hyundai, KIA) emerged quickly, Korean brands initially rose slower in the cosmetics industry.
Brands such as Shiseido and SKII were thus able to establish footholds in the Korean market
and remain particularly resilient.
In the last 20 years, Japanese cosmetic exports to Korea have retained its positions first
found in the 80s and 90s despite several bilateral crises. Additionally Korean brands’
influence continues to grow among Japanese consumers with 30% annual growth despite
cooling relations during the entirety of 2019.
Are sticky bilateral relations a barrier for J-beauty?

Japanese brands navigate bilateral relations tested by the legacy of Japan’s colonization of
Korea
Japanese cosmetic brands have shown relative strength through declining ties in the last half-
decade, including the 2019 Japan-Korea trade war, which hurt Japanese brands like Uniqlo
DHC withdrew from the Korean market after controversies in relation to racially charged
comments by its CEO— bad blood between the two countries remain a sensitive issue that is
better off untouched
Source: Yonhap News, REFINERY29

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European brands are seen as reliable and prestigious among Koreans
Western brands (particularly French and Italian) are widely regarded as being the most reliable, with country-based
associations playing a heavy role in building credibility and appeal— as well as perceptions as a “status symbol”, making
them appeal to Korea’s upper class.
Popular Western brands in Korea include L’Oreal, Dior, Yves Saint Laurent, Jo Malone, Giorgio Armani, and Clarins
Shopping for such brands often takes place in department store, hotel, or duty-free stores
The pandemic has seen a rise for luxury Western perfumes during a comparative decline of conventional cosmetic sales
The popularity of “skinimalism” has added a

new dimension to Western beauty product
demand in Korea. Products like the
Bioderma Sebium solution (left) sold over
one million bottles and Abeille Royale Face
Treatment Oil (right) sold out within two
months of release in Korea.
Jo Malone boutique in Hanam-dong, Seoul Bioderma Sebium solution (left) and Abeille
Royale Face Treatment Oil (right)

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Domestic beauty brands are the most recognized among Korean women
Korean brands currently existing as subsidiaries of larger chaebols— most prominently Amorepacific— dominated the charts
of most recognized brands. The primary exceptions were SKII (a Japanese company recently acquired by a larger American
conglomerate) and Chanel (France).
Recognizability rankings in Korea (2020, respondents ages 20-59, N=487)
92.8% 88.3%
91.0% 87.5%
89.7% 86.4%
89.1% 86.2%
88.5% 86.0%
Source: Korea Broadcasting Corporation survey
The poll also found a strong brand loyalty: 96% of those who purchased cosmetics from a certain brand in the last six months
indicated they would purchase from the same brand again in the near future.

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Foreign beauty brands can tap into the K-beauty market via the Hallyu
Through mediums like Korean dramas, TV shows, webtoons, and music, foreign beauty brands can easily form presence in
the Korean market.
Product placement in Korean dramas and music/dance competition shows by food and drink manufacturers can serve as
a model for cosmetic companies, especially as there is added credibility with celebrities.
Use of more domestic-oriented content such as webtoons and streaming services
Presence on website forums like Naver or MissyUSA (for the Korean mothers of students abroad) to boost word-of-mouth
With abundance of delivery services like Curly, accessibility and speed (one-day delivery) to match standards are essential
In 2021, the trending Kahi Wrinkle Bounce Multi Balm Toreta, a fruit drink, initiated an aggressive marketing
was used by the main character of “Yumi’s Cells” (유미의 campaign through appearances on popular K-dramas
세포), a TV series adapted from a popular Naver webtoon such as “Goblin” (도깨비) and “Strong Girl Bong-soon”
with the same title. (힘쎈여자 도봉순).
Source: Allure

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How beauty brands tap into South Korea’s digital ecosystem
Beauty brands can boost accessibility and online reputation of products through digital platforms.
Platform presence
Use of creative mediums to incentivize

buying like Kakao Gift, which allows users
to gift coupons or products
Recognition on platforms like Facebook
appeals to younger Koreans.
Market players and endorsements
Notable influencers include Pony 포니 (@ponysmakeup on

Instagram), 재유JEYU, Risabae, Korea_Grandma, and amuque
( on YouTube).
Word-of-mouth sales are lucrative in Korea— a featured item
from a Korean beauty YouTuber can cause a ripple effect.
However, adding “No Ads” or NO광고 to a title or thumbnail is
often used for credibility.
Beauty influencer PONY Kakao gifting options for a user, ranging from
Syndrome on Youtube and movie theater tickets (top row, center) to
@ponysmakeup on Instagram cosmetics and beauty (second row, right)

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Hwahae: The platform all beauty brands in Korea should know about
BirdView Inc.’s Hwahae (화해) is a user-driven database and forum for rating cosmetics. It has been the top Korean beauty app
for eight years.
A screenshot on Hwahae
Detailed features prioritizing health and awareness: which lists product
Hwahae helps users streamline their search for cosmetics ingredients, naming three for
through a skincare goal web-filter, offers a profile of individual which users should be
products including safety risks, and ranks products within “cautious” and indicating the
item categories based on user ratings. Moreover, it lists the severity of each substance’s
potential threat.
components of products to educate users.
Widespread customer user base:

Hwahae serves as one of the most up-to-date indicators of
public opinion and attitudes towards brands, with over 10
million downloads.
Corporate strategy:
Domestic brands such as Olive Young have used Hwahae’s
‘badge of approval’ as a selling point.

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F&B trends

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F&B products that Koreans consume most often are Kimchi, Rice, and Coffee
Children’s top food are rice and milk, whereas adults like rice, kimchi and coffee.
Top food eaten by Koreans

#1 Kimchi #5 Roasted seaweed Roasted seaweed
Ranking Food can be eaten
1 Cabbage Kimchi many ways: with
rice, in soup or for
2 Rice rolling Kimbap
3 Coffee (rice rolls), or
4 Multigrain Rice directly as a
snack.
5 Grilled Seaweed
6 Milk
7 Snack In 2019, Koreans consumed 1.89 million #2 Rice & #4 Multigrain Rice
8 Fried/Boiled Egg tons of Kimchi. It represents the top
food for 65+ years olds.
9 Apple
10 Ssamjang
#3 Coffee Koreans love
11 Soybean Paste Soup coffee. It is
12 Soda the top food
13 Stir-fried Anchovies consumed by
30 to 65 year
14 Instant Noodles Rice consumption is split between
olds.
15 Diced Radish Kimchi white and multigrain rice.
Source: Korea Health Industry Development Institute (2019)

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Brands focused on customer experience win in the competitive coffee market
The large South Korean coffee market has been growing steadily since the 2000s. Nowadays, the market is very saturated, so
brands that focus on customer experience and brand image stand out.
Korean coffee consumption is on-par with Europe
Per capita consumption: 12.3 cups of coffee per week are consumed by the average South Korean in 2019.
Coffee Market revenue: ~$10 billion USD (59% instant coffee, 41% roast coffee) in 2020.
Fierce competition: ~84,000 coffee shops, 19,000 of which were in Seoul (1 coffee shop every 524 people) in 2020.
But still a growing market: ~$916 million of coffee imports in 2021 (+24%) which is a new record.
Market leader Starbucks positions itself Instant coffee leader Maxim collaborates Blue Bottle Coffee, famous for its chic and
as a “space seller” and communicates on with soft image celebrities such as the singer premium image (known as the ”Apple of
being the third social spot separate from IU to embody the warm and relaxed coffee”) drew a lot of customers at the
home and workplace. atmosphere associated to drinking coffee. opening of its first Korean outlet in 2019.

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Case study: How Starbucks creates a ‘premium’ brand image in Korea
Starbucks is by far the number one coffee shop brand in the country, and it represents Starbucks’ 5th largest market (behind the
US, China, Canada, Japan) with over 1,500 stores. Their main strategy consists in selling their culture alongside coffee: they offer
well-design spaces with a relaxed atmosphere.
In June 2020, limited edition small

Starbucks’ merchandises are very popular. Every time a One of Starbucks most popular limited suitcases were launched, available to
new limited-edition product is released, it sells-out quickly. edition product is their planner offered at those who have purchased a certain
Cherry-blossom and Christmas exclusive seasonal goods the end of the year. Every year, the new number of drinks. People lined up at
are particularly sought-after. design is highly anticipated. dawn to try to get one and there were
even resales of the product.

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Case study: How Starbucks fit their localization strategy to the Korean market
Starbucks localized in Korea thanks to its joint venture with Shinsegae Group (a department store franchise) and its
collaboration with local companies for their marketing campaign, allowing it to adapt to Korean consumers’ taste.
Starbucks developed many

In Insadong, a traditional
original Korean products,
neighborhood, Starbucks’
based on season and local
sign, which is usually written
specialties. For example, to
in English, is replaced by
the left are beverages
Hangeul (Korean alphabet)
featuring Jeju’s local
in order to better fit in.
ingredients.
In order to improve the Drive-through

efficiency, Starbucks launched ”My
Starbucks wanted to meet Korean’s
DT Pass” in 2018. It consists of a
tech efficiency expectations, so in
payment system that can recognize
2014 they launched the “Siren Order”.
and link customer’s vehicle license
It allows customers within a 2km
plate to a Starbucks’ account,
radius from a coffee shop to order a
automatically debited. This system
beverage and pay in advance through
saved on average 10% of waiting
an app. It has been a huge success,
time. A voice recognition order
especially among busy workers. Siren Order and My DT Pass can be combined Customers can order
in advance with the “Siren Order”, drive to Drive-through and pick up
system has also been integrated to
the drink without having to pay physically thanks to ”My DT pass”. allow ordering while driving.

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Home-made meals varies from one generation to another
Older adults tend to cook more at home than younger people, who are more likely to eat outside food such as delivery or food
from restaurants.
A common meal at home consists of bab (cooked-rice), kuk
(soup/stew), and various banchan (side dishes). Kimchi is
Share of consumers cooking their meals at home usually served at every meal.
Korean diet usually involves high consumption of vegetables,
71%
66% moderate to high consumption of legumes and fish, and low
58% consumption of red meat.
52% Koreans have a history of fermenting, especially for banchan, as
47% it enriches food flavors and preserves it for a long time.
Kimchi
15-19 years old 20-29 years old 30-39 years old 40-49 years old 50-59 years old
Kuk
Banchan
Source: Embrain (2018), N=1,000
According to a survey by Embrain in 2018, 66% and 71% of the Bap

respondents aged 40-49 years old and 50-59 years old respectively
stated that they usually cook their meals at home.

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South Korea’s food delivery market struggles to meet demand
High demand after the pandemic and efficiency requirements from customers resulted in a manpower shortage. Adding the
increase in labor cost, this led to higher delivery fees and fierce competition between brands.
Most popular food delivered
2019 2020
Increase demand for food delivery:
About $7.5 billion in online food service transactions in 2020 (+78%) Burger Burger
were mainly driven by adults in their 20s-30s, the rise of single-income Fried Chicken Korean Cuisine
households and the pandemic.
Korean Cuisine Fried Chicken
Snacks Dessert
Shortage of delivery drivers: Dessert Snacks
Due to high demand and new delivery methods (possibility to have a
single-order delivery option that is faster than a multiple order With the pandemic, consumers craved Korean restaurant meals.
delivery). Intense competition between brands to retain them.
Main food delivery apps
Increase in labor cost:

In 2021, occupational health and safety insurance became mandatory
for delivery workers since there were many road accidents.
*Baedal Minjok
Baedal Minjok, Coupang eats, and Yogiyo are delivery market

As a result, fierce competition among food delivery platforms lead to leaders, but some restaurants and franchise brands also have
tight profit margins and delivery fees increased by 30% in 2022. their own delivery system (McDonald's, Burger King, Domino’s
Pizza etc.)

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Most Koreans go to restaurants at least once a week
According to a survey conducted by the Korea Rural Economic Institute (KREI), about 43% of Koreans dined out at least once
every week with other household members in 2020.
Frequency of Korean households About 1/3 of households choose to go

dining out as a family in 2020 to Korean meat restaurants and 1/3
choose traditional Korean restaurants
Every day 1.1% when dining out together.
4-5 times a week 2.5%
2-3 times a week 10.8% The three main location decision-

making factors are “taste” (34%),
Once a week 28.3%
“price” (14.2%) and “cleanliness”
Every two week 28.5%
(13.1%)
Once a month 22.8%
Once every 2-3

month
2.0% The average budget allocated to dine
₩118,000/month out is ₩118,000 ($91) per month for
Less than that 3.9% $91/month each household.
Source: Korea Rural Economic Institute (2021), N=3,990

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The steady growth of home meal replacement and processed food
South Korea has a well-established processed food industry. Not only is convenience a large driver, but it is also the preferred
option for the growing number of single-households when eating alone.
The processed food market has benefited from the pandemic
Consumers buy processed food more regularly than before and home meal
replacement products reached $1.7 billion (+145% between 2016-2020).
Drivers include the increasing number of convenient stores, improved quality of
products, higher penetration of air fryers, lack of time, long working hours, rise in
the labor participation rate for women and Covid-19.
The pandemic also drove purchases in local supermarket and online to increase,
while purchases in large supermarkets/hypermarkets declined. Dumplings, pizzas, ready-to-eat meals and ready-
to-cook meat are among the most popular
processed foods.
Honbap (혼밥) – or eating alone Consumption of processed

health functional foods are
With the increase of single-person households, very popular in Korea,
honbap – or eating alone – has been more and purchases increased since
more common. The reasons are to save time, lack COVID-19. Consumers in
of time to eat with someone else, and no one to their 20s are more
eat with. Since people don’t like to eat in interested in probiotics
restaurants alone, many workers prefer to buy a whereas for people in their
ready-to-eat meal and eat at their desk. 60s like ginseng related
products.

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Korean food culture has ridden the Hallyu to reach a global audience
Korea had a great influence over food trends around the world and it is mainly conveyed by the Korean Wave.
Mukbang (먹방) or “eating

show” are videos where
The Korean noodle brand
streamers eat an
Buldak Bokkeum Myun (불
unusually large amount of
닭볶음면) became popular
food. This popular trend
after it became the subject
started in Korea in 2010
of a viral spicy eating
and influenced many in
challenge.
the US, China, and Europe
to do the same.
Korean Mukbang youtuber SIO eating fried Youtuber Joshua Daryl Carrott’s
chicken and instant noodles. Buldak Bokkeum Myun Challenge went viral
In the Oscar winning Korean

The Dalgona coffee recipe
movie Parasite, the wealthy
spread from Korea was
mother, Mrs. Park, is seen
largely shared on social
eating Chapaguri (a mix of
media during Covid-19
two instant noodle brands).
pandemic. It became
Thanks to this scene, this
globally popular as people
recipe went viral, and
attended to try it during
overseas sales of the
quarantine.
products skyrocketed.
Many people around the world recreated
Chapaguri scene in Parasite
the Dalgona Coffee recipe in quarantine

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Mukbang (먹방, livestreaming eating) started in Korea and went viral in China
Emerging in South Korea in 2014, and now a global trend, Mukbangs are both an ASMR sensation and also satisfy a social aspect
of eating. However, the Chinese government has raised concerns over the unhealthy impact of overeating.
South Korean livestream eaters Banzz (left) and Boki Chinese livestream eaters Mi Zijun (left) and Xudasao (right)
(right) in livestreaming platform Bilibili eating Korean in livestreaming platform Bilibili preparing and eating Chinese food
food
In 2020, the government issued a work plan to limit In 2020, CCTV criticized eating broadcasting shows, stating that they are
the production and distribution of audio, videos, and serious sources of food waste. This received widespread attention,
photos of people overeating. with up to 1.37 billion views.
Source: Bilibili, National Development and Reform Commission , Dianshangbao

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Korean seafood consumption is among the highest in the world
Surrounded by ocean on three sides, it is no wonder that Korean seafood consumption is among the highest in the world (on
average 55 to 70 kg per capita and per year).
The Busan Mackerel Festival, is a
festival dedicated to mackerel that
Korea’s seafood market trends gather hundreds of thousands of
people each year. Busan, the
second largest city and top holiday
Most consumed seafood products: Alaska pollack, squid, spot is one of the most famous city
mackerel, shrimp, crab, monkfish, anchovy, flat fish, oyster, to eat seafood in Korea.
and octopus.
Korean per capita fish and shellfish consumption is steady
despite declining consumption by young consumers. On the
other hand, seaweed consumption has nearly doubled over the
last decade.
The Korean seafood industry has also successfully promoted
seafood as a healthy alternative to red meat.
Korean consumers place a high value on freshness, origin,
taste, cost, and food safety. They are also increasingly
concerned about environmental issues related to the oceans.
To note: increasing interest in ready-made or home meal
replacements seafoods. In 2020, Cheil Jedang launched a new meal brand called “Bibigo
Grilled Fish”. It consist of a pre-cooked and portioned fish in a
microwavable package. The product is designed for direct
consumption as a side dish with rice.

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Drinking is an important aspect of South Korean culture
South Korea has the highest alcohol consumption level in Asia after Laos (about 10L of pure alcohol consumed per person
and per year) and it plays a significant part in social and business life.
The most popular alcohols are

by far soju and beer, followed by
traditional drinks such as
makgeolli. Recently, wine and Korean drinking culture
whisky sales increased,
especially with the homesul Hweshik ( 회 식 ) is a dinning and drinking event with
(drinking at home) trend due to coworkers. It is still a common practice among Korean
Covid-19. companies to build relationships between employees.
Drinking events are often extended to a 2nd or 3rd round to
change activity (karaoke) or venue.
Somaek (소맥) or “Soju-beer” is a Drinking etiquette is very important, especially when
popular drink, it consists in drinking with older people. It is customary to not pour
pouring a glass of soju into a alcohol for oneself.
glass of beer. However, Korean heavy drinking has led to alcohol related
health problems and alcoholism (South Korea has the 5th
highest rate of alcoholism).
Handling the glass with both

hands is common and a way to
show respect towards the
person pouring alcohol.

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Anju (안주) typically accompanies alcoholic beverages
Anju (안주) is a snack/side dishes enjoyed when drinking alcohol. It includes a wide variety of dishes like grilled meat, fried
chicken, french fries, nuts, dried snacks, and fruit, which are chosen according to the type of drink.
Top 10 Koreans favorite anju
Samgyopssal (pork belly) 23%
Fried chicken 16%
Kimchi stew 6%
Squid and dried snacks 5%

Some anju-alcohol pairings are popular such as beer + fried
Fruit 4% chicken called Chimaek (치맥), makgeolli + pajeon and dried
snacks + beer. Alcohol and anju can be enjoyed in Pojangmacha
Sashimi 4% (포장마차) which are small tents in the street.
Tripe and entrails 3%
Tofu-Kimchi 1.8%
Pajeon (Korean pancake) 1.7%
Whelks 1.6%
Source: Gallup Korea (2019), N=1,700

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Like in the rest of the world, plant-based diet is on the rise in Korea
Koreans are known to be big meat consumers, but more and more of them get interested in a plant-based diet.
Flexitarian represent the major part of the plant-based Many Korean celebrities talk about
diet population their plant-based diets. Blogs on
Naver about vegetarianism nearly
Flexitarian* 79.7% quadrupled from 2015 to 2019.
Other plant-based diet 19.8%
Vegan 0.5%
Source: Ministry of Agriculture, Food and Rural Affairs; Korea Agro-Fisheries & Food Trade
Corporation (2021), N=417
Unlimeat, the plant-based meat market
leader, is experiencing a major growth.
According to the Korean Vegetarian Union (KVU), there is about
500,000 vegans and 1.5 million people that pursue a similar Sales of fake meat is soaring and it
diet. Adding the flexitarian*, the number can rise up to is not only targeting vegetarians,
10 million. but also people that prefer plant-
Main reasons mentioned to cut meat include health, animals based alternatives. For example, it
and environmental concerns as well as weight loss. can encourage children to eat more
vegetables and can provide
The Korean military will offer vegetarian meal at the army
nutrition for elderly people who Singer Lee Hyori is a notorious
cafeteria to Muslim and vegetarian soldiers next year.
need protein but have difficulty vegetarian who often promotes her
digesting meat. meatless lifestyle on social media.
*Flexitarian are defined as people that mostly eat a plant-based diet, but occasionally eat meat,
poultry, fish, and diary and that have a strong desire to reduce their meat consumption.

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Korea’s strict beauty standards lead to robust diet market
South Korea has the second lowest obesity rate after Japan, according to the Organization for Economic Co-operation and
Development (OECD). Diet culture is strong in Korea, with celebrities sharing their meal plans.
Breakfast
According to a survey of 1,295 people by Macromill Embrain: Chicken breast +
1 sweet potato +
7 out of 10 respondents had tried a diet within the last year. low fat milk
Most likely to go on diet: Young women in their 20-30s and young men in their
20s.
Main reason to start a diet for men is health and for women it is to fit into the
clothes they want to wear. Lunch
Information about diet is mainly gathered through internet. Brown rice +
salad
Diet is often combined with exercise.
Most common weight loss methods in Korea Diner

2 sweet potatoes
Obesity clinic Diet tea Laxative Diuretic
Appetite suppressant
Fasting Sauna Liposuction

Obesity clinic
Half-eating
One-food diet Fitness Danish diet
Herbal diet medicine Yoga
Pilates Raw Diet Fat-removal procedure
Medicine Korean celebrities’ diet such as Suzy’s (수지)
have also been popular.

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Street food is widespread and convenient, often replacing real meals
Cheap and convenient, street food is frequently eaten as a substitute to meal for busy workers and high school students.
Tteokbokki (rice cake) and

Most important factors for Korean street food consumers: Eomuk (fish cake), are the
convenience/location of the street food stand, taste, and most common street foods.
friendliness of the owner. Other popular street foods are
Main reason to avoid it: sanitary reasons. Bungeoppang (fish-shaped
Average spending on a onetime street food purchase: ₩1,000- bread with red bean filling),
3,000 ($0.77-2.30). Hotteok (filled pancake),
Sundae (blood sausage), and
Kimbap (rice rolls).
Tteokbokki and Eomuk are among the
most common street food.
With food truck legalization in
2014, many have opened since. Street food contributes to
Food trucks are easier to move Korea’s cultural spread around
than a stand/tent and it require the world. Netflix “Street food”
less start-up capital than a episode on Korea has been
restaurant. very popular overseas.
Street food is also often
In order to stand-out, many featured in Korean dramas
feature unusual, quirky or which contributes to the fame
theme-focused offerings. of Korean street food.
Kimchi Bus, located at the Common Cho Yonsoon, who have a knife-cut noodles
Ground shopping complex in Seoul, stand at Gwangjang Market has become
offers kimchi-infused Mexican dishes. popular through the Netflix’s show “Street food”.

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The pandemic revitalized the dormant snack market
The Korean snack market had been stagnant due to the decline of children, which represents a large part of snacks
consumers, and rising health concerns. But after the pandemic, the market bounced back and has been growing the last 2
years.
Overview of the Korean Snack Market
• Size of the Snack Market: estimated at ₩3.7

trillion ($2.8 billion) in 2021 (+4.5%). It is 1st 2nd
expected to grow annually by 4.28% (CAGR 1st 2nd 3rd
2022-2027). Ferrero
Home
Run Ball
3rd 4th
• In 2021, Korean snack exports reached ₩611
billion ($466 million) (+13%) which is an all- Popping
Saewoo Kkang Pocachip
time high. Top export countries are the US, Corn Chips Oreo Margaret
Japan and China.
4th 5th
Source: Euromonitor; Korea Agro-Fisheries and Food Trade Corporation; Korea
Customs Service
According to Euromonitor, the shares of mixed E-Mart Pringles
nuts, snack bar, fruit snack, and pretzel are

expected to grow.
Source: Euromonitor; Korea Agro-Fisheries and Food Trade Corporation

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Convenience stores have become the main distribution site for snacks
Large supermarkets snack distribution is decreasing while convenient stores and online distribution is increasing.
Convenience store vs. Supermarket sales percentage in Convenience stores rankings by brand reputation
the retail industry
17.9%
1. CU 3. GS25
Sales for convenience stores
overpassed supermarkets
for the first time in history
16.6%
15.9%
2. 7-Eleven 4. Emart24
15.7%
2020 2021
3 Big Convenience Stores 3 Big Supermarkets
• Convenience stores are easily accessible due to high store count “Convenience stores are usually more
• Customer loyalty is created by convenience store mobile apps expensive than supermarkets. However, ’buy
coupons, and reward systems. one get one free’ or ‘buy two get one free’
promotions at convenience stores makes it no
different.” – social media user jjjiyada

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Staying-at-home habits drives snack consumption
With the Covid-19 crisis, as more people stayed at home and did activities at home instead of going outside, snacks
consumption significantly increased.
Streaming has become the main source of

Sales of snacks and especially imported The brand Sase focus on selling small bites
entertainment in Korea. Netflix Korea have 5
snacks increased in convenient stores. snacks to pair with alcohol.
millions subscribers (2020).
Another consequence of the confinement is
With the prolonged pandemic, many Koreans As it has become more difficult to travel
the rise of Homesul ( 홈 술 ) or “drinking at
have become Jipkokjok “집콕족“ or “stay-at- abroad, many consumers are reminiscing
home”. Many salty snacks have been marketed
home people”. They watch much more online about their past trips through the
as home-drinking snacks. Thus, the increase
screen content (dramas, Youtube, Netflix) consumption of imported snacks (+20% in
of snack consumption does not only concern
and snack consumption increased alongside. 2020).
the young, but also older people.

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Snacks to replace meals for busy office workers and students
As working from home and distance learning has become a common practice, more office workers and students have time to
eat breakfast. Snacks that come in small packaging, easy to consume, full of taste and nutrition are popular, such as granola
and Greek yogurt.
Granola
Expected growth of Home Meal Replacement
(HMR) market in Korea
(trillion KRW)
As demand for snacks increases, the
5 Orion granola line sales increased
34%, recording over 15 billion KRW
(88 million USD).
3.2
Greek Yogurt
2018 2022 With more protein and calcium

Korea Rural Economic Institute (2021) content, Greek yogurt is one of the
rising healthy breakfast option.
The meal replacement market is expected to further grow Pulmuone’s Greek yogurt product
due to the increase of one-person and dual-income sales increased 54% in 2021.
households, and development of delivery service

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Popular snacks in Korea have very diverse flavors and textures.
Korean snack usually have a wider range of taste and flavors than those in western countries. Here are some example of the
most popular snacks in the country.
LOTTE
Nongshim
Popping Corn
LOTTE Pepero Saewoo Kkang
Chips
(롯데 빼빼로) (농심 새우깡)
(롯데 꼬깔콘)
Shrimp crackers
One of the oldest snacks in Korea and has always been a

This crunchy corn chips is ranked first in Pepero is the Korean version of Pocky and it is
steady-seller. In 2020, when the singer Rain’s song,
sales. A popular way to eat them is to put a available in 12 varieties. 11/11 has been
“Kkang” became a viral meme, the connection was
chip on each finger of the hand. It is an all proclaimed Pepero Day. On this day, people
quickly made with the crackers (saewoo kkang in
time favorite thanks to its unique flavor, offer Pepero to their lovers, friends, family and
Korean) and the brand decided to hire the singer as their
texture and shape. colleagues.
spokesperson, leading to an increase in sales by 30%.
Orion Peanut and Haitai Calbee Honey

Orion Choco Pie
Squid balls Butter Chips
(오리온 초코파이)
(오리온 오징어 땅콩) (해태 허니버터칩)
Seafood-flavored products are very

Choco pie is a famous dessert in Korea. It Honey and butter flavored chips widely promoted by
appreciated in Korea and this peanut and
consists of two layers of chocolate-covered celebrities and featured in K-drama were so popular that
squid snack is a perfect example. It is very
cakes with a marshmallow filling it resulted in a shortage in 2015.
popular among older people.
ALL RIGHTS RESERVED
Key trends: sweet potato, chewy/crispy, traditional, healthy and homesul snacks
Here are the popular snack-related keyword searched on Naver as 2021.
1st Key Trend: Sweet Potato 3rd Key Trend: Traditional Snack
#Cassava Chip #Yōkan (Sweet Red Bean Jelly) #Banana-gwaja (Banana Snack)
#Moist Sweet Potato Sticks
#Kkulppang (Honey Bread)
#Hodu-gwaja (Walnut Cake)
#Byeoldungbat* #Kkwabaegi-gwaja(Korean Pretzel)
#Basachago Sweet Potato Chips 4th Key Trend: Healthy Snack 5th Key Trend: Homesul Snack
*Farm that sell potatoes and sweet potato chips fried in a cast iron cauldron
#Ye Gam #Snack for Diabetics #Pretzel
2nd Key Trend: Chewy and Crispy #Flower Popcorn
#Quest
Protein
#Wakle #Honey Snow #Bagelchip Chips
Flower Rice #Peanut and
#Chewy Cracker Squid balls
#Finn Crisp #Low-Calorie Snack
#Nemo Snack #Quack Chips
#Godokan #Market O
#16 Grains #Airbaked Seunaekkka Squid Talk
Jjondigi
Source: Naver Data Lab

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Older Korean’s have a sweet tooth, while young snackers chase trends
What is most popular among teenagers is Japanese and viral snacks on social media, for those in their 20’s it is diet snacks and
chips, for the 30-40’s it is sweet potato and for those over 50 is sweet and savory snacks.
Teenagers Snack Trends by Generation 30-40’s

#Insa #Japanese Snacks #Sweet Potato
• “Insa” (인싸) refers to people that are ”inside” 20’s Considered naturally sweet
and healthy, sweet potato is
of a group: they get along well with others and
keep up with trends. In order to to “fit in”, #Diet Snacks #Chips very popular. Snacks made
teenagers show a lot of interest in products with this vegetable such as
that are a hot topic on social media such as Crispy Sweet Potato Chips is
retro products. 99 Calorie Chips or Quest Protein Chip 30-40’s favorite.
are popular diet snacks for those in their
• Japanese and small easy-to-carry packages 20’s who want to stay fit.
are also popular
Over 50
#Sweet and Salty
Honey Twist Snack is a

good example of
Imported or limited-edition products such as popular sweet and salty
"Jumbo Chokobi" and "Garubi Jagariko" are snack.
very popular among teenagers.

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F&B brands are growing with retro + rarity + convenience stores
Several F&B brands have created hype by leveraging the retro/nostalgia phenomenon, producing products limited in supply,
and selling them in widely accessible convenience stores.
Pokémon (포켓몬) Maple Story (메이플스토리) Wonsoju (원소주)
Wonsoju (원소주), singer and entrepreneur

Pokémon ( 포 켓 몬 ) bread attracted Maple Story ( 메 이 플 스 토 리 ) followed
Jay Park’s brand, sells South Korean
consumers of all ages. They were sold in Pokémon’s success. It was also sold in
traditional soju. It sold 2,000 bottles per
limited amounts, although they were widely limited quantities and available in
day online. In July 2022, they started to be
accessible in convenience stores. convenience stores.
available in convenience stores.
Source: Digital Daily, Maeil News

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Rising concerns towards weight loss increases availability of healthy snacks
Korean consumers are paying more attention to physical appearance by going on a diet. As demands for healthy snacks rise,
the variety of healthy snacks consumers can choose from also diversified
57% of Koreans are trying to lose More consumers are demanding

weight through diet management healthy and tasty snacks
More people are concerned with Evolving technology is giving more

their diet habits and body options to healthy snackers. The
appearance. Korean consumers are largest drink manufacturer Lotte
57% willing to pay more price to achieve Chilsung ( 롯 데 칠 성 음 료 ) launched
healthy diet, like natural food. TAMS Zero with new sweetener with
taste like real sugar.
Source: Kormedi
The raw snack market is expanding and expected to grow
Raw snacks like nuts, dried fruits and dried vegetables are rapidly
popularizing among healthy snackers. Raw snack market size
recorded 600 billion KRW in 2018 and is anticipating 7-8% growth
ChungJungOne dried sweet potato snack (left), CJ CheilJedang every year.
dried vegetable chips (middle), and seaweed chip (right)

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Korean healthy snacks emphasize low calories, zero sugar and high protein
Healthy snacks in the Korean market are represented with three key phrases: low calorie, zero (or low) sugar, and high
protein. These key phrases can be seen on the packaging of the products or advertisements
LOW calorie
1 The calorie count is often emphasized more than the
brand or product name on the packaging.
ZERO sugar
2 Many companies launched zero sugar version of their

long-selling, popular snacks. Artificial sweeteners
replace sugar.
HIGH protein
3 The protein content is explicitly written or written in
terms of the number of eggs with same protein amount

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Travel trends

ALL RIGHTS RESERVED
Koreans fly on two major airlines, though this may soon change
Hanjin Group’s acquisition of Asiana Airlines in the aftermath of COVID-19 transformed the airline industry.
How Koreans fly
The Korean airline industry’s international routes are dominated by Korean Air and Asiana
Airlines, the latter being founded in 1988 to challenge the former’s monopoly.
Low-cost airline options (some being subsidiaries of larger entities) such as T’Way, Jin Air,
Air Seoul and Eastar hold some control over domestic and Asian routes. Many hit heavily
by the pandemic are facing bankruptcy, leading to speculation of further monopoly.
Monopoly on the horizon
Asiana’s owner, Kumho Group, was forced to seek a buyer for Asiana in 2019 to offload debt
Korean Air’s owner, Hanjin Group, is currently set to takeover, but antitrust approval and other
merger details remain— including concerns over the combined entity, which would control 70% of
Korean international passenger routes and be one of the world’s ten largest carriers.

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Traveling is becoming accessible, and experiences are shared on social media
Traveling has become a common activity to do with children, with pets, and alone. The experiences are also shared on social
media like Instagram.
Rise in monthly average mentions from Jan 2020 to Jan 2021
65% rise in traveling

with pets 104% rise in traveling with
children 13% rise in traveling alone
Actor Seol In Ah (설인아) with Actress Lee Mido with son in the park on Instagram Instagram user @enerlym_94 with
dog photo on Instagram (left) and them having #The Laughing Cow picnic (right) 19.4 million followers shared her solo
hiking and sea trip
Related key words: Related key words: Related key words:

Pet Café (애견카페) Leisure/Experiential Activity (레저/체험활동) Natural Scenery Enjoyment (자연풍경감상 )
Photo Zone (포토존) Theme Park/Amusement Facilities (테마파크/놀이시설) Going On a Drive (드라이브)
Source: Korea Tourism Organization

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Domestic travel has come alive in the aftermath of the pandemic
Foreign destinations are perceived as glamorous, but the convenience and cleanliness of local destinations have drawn many in.
Domestic travel characteristics of South Korea
To avoid rainy season, workers Cultural tourism has risen in

usually take trips in late July or
popularity. Many seek hanok
early August.
Gangwon traditional Korean house)
Province villages in cities like
Seoul For most in the 수도권 Gyeongju for their social
(sudogwon, area around Seoul), media appeal.
Busan, Jeju, and coastal cities
in Gangwon Province are Hanok Village in Gyeongju
destinations.
A marketing collaboration
Travels are convenient in part between Airbnb and Hadong
Busan due to the KTX, high-speed rail district saw an eightfold
system which connects many increase in bookings of
Korean tourist sites. A ride from hanok residences.
KTX line Seoul to Busan can take less
Airbnb lodgement in Hadong district
Jeju island Sudogwon area than three hours
Popular domestic
travel sites
The pandemic fueled an early surge in domestic travel, with particular focus on small-scale, personalized
trips involving the outdoors to avoid COVID-19 risk. 2021 searches for “camping sites” on main Korean
navigation app T-map increased by 54% compared to the year before.

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Hocance (Hotel + Vacance, 호캉스) and tents are gaining attention
After the Covid-19 outbreak, individuals are more interested in lodging in the form of Hocance (Hotel (in English) + Vancace (in
French), 호캉스), where individuals enjoy their vacations in hotels. They are also directing their attention to traveling with tents,
where they experience limited interaction with other people.
Top 10 lodging related key words Changes in ranking
During Covid 19 outbreak Post Covid-19 Vaccination Pension House Hotel Resort
1 Pension House (펜션) Hotel (호텔) Same

Ranking
2 Hotel (호텔) Pension House (펜션)
3 Resort (리조트) Resort (리조트)

Traditional Korean
Pool Villa Traditional Korean-Style House Hotel+ Vacation
4 (풀빌라) (한옥)
Tent Style House
5 Guest House (게스트 하우스) Hotel + Vacation (호캉스) Increased

Ranking
6 Camping Site (캠핑장) Pool Villa (풀빌라)
7 Hotel + Vacation (호캉스) Camping Site (캠핑장)

Traditional Korean-Style Guest House
8 House (한옥) (게스트하우스)
Guest House Car Camping Pool Villa Camping Site
9 Car Camping (차박) Tent (텐트)

Decreased
Ranking
10 Caravan (카라반) Car Camping (차박)
Source: Korea Tourism Organization

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Hocance (호캉스) is popular due to its highly hygienic environment
Hocance (Hotel + Vacance, 호캉스) is mainly attracting individuals due to its hygiene. Individuals usually share it with their family.
Among the various themes of Hocance, Mukcance (Eating + Vacance, 먹캉스) is most desired.
Top 3 reasons for going on a hocance Preferred people to go with on a hocance Desired theme for hocance
59.6% 78.0%
Resting in a Mukcance (Eating
Hygienic
Environment 70.3% + Vacance, 먹캉스)
Family
45.3% 63.5%
Enjoying First- Poolcance (Pool +
Class Services
55.6% Vacance, 풀캉스)
Loved One
41.2% 29.6%
Touring Nearby Mallcance (Mall +
Areas Vacance, 몰캉스)

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Foreigners flock to Seoul, drawn by Hallyu
Hallyu continues to draw in millions of tourists every year, with particular interest from Chinese, Japanese, and American tourists.
Most foreign tourism in Korea comes from within Asia due to the country’s close proximity and convenience.
Korea is a premier shopping destination. Drawn by Hallyu, Asian

tourists looking to shop go to districts like Myeongdong. Those
interested in Korean street food— popularized by YouTube
channels— seek out areas like Gwangjang. A more modern, college-
age scene with music can be found in Hongdae.
Myeongdong street (left), Gwangjang Market (right)
Medical Tourism K-pop & K-hip hop

Due to Korea’s medical Those enamored by K-pop
infrastructure, some foreigners and K-hip hop visit the offices
choose to undergo cancer of viral dance groups like
treatment or organ transplants 1MILLION DANCE STUDIO or
in the country. Elective surgeries, Justjerk to watch performers
like cosmetic surgeries, are also or join a lesson
popular, with Apgujeong serving
Apgujeong cosmetic surgery street, Seoul as a nexus for such procedures. 1MILLION DANCE STUDIO, Seoul

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Rising interest towards international travels with existing price concerns
International travel is becoming more popular among South Koreans. However, closely located Asian countries are preferred as
travel destinations due to price concerns.
Top 5 preferred countries among South Koreans
80% of South Koreans are planning specifically

for international travel Japan 20.5%
Vietnam 9.7%
59% are considering to travel internationally

within a year 8.2% Thailand
6.5% United States

think travel expense is the most significant
41% element regarding choosing travel
destination
5.2% Singapore
Source: Visa Korea (2022)

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Different forms of traveling are emerging among the younger generation
Longer stays are an appealing option for South Korean younger generation, who pursue new experience and self-growth.
Long-Stay Tourism Working Holiday

한 달 살기 Popular Destinations 워킹 홀리데이 (워홀) Popular Destinations
Traveling in one region Living in one country for 6

(usually rural small cities) for months to a year with a
about a month working holiday visa that
allows employment during the
Australia
Purpose: stay to supplement travel
Jeju island &
getaway from stressful, local rural cities funds
competing society, relaxation,
self-exploration, ‘slow life’ Purpose:
experience language training, making
Japan
foreign friends, have an
emerging experience living in a
Southeastern country for an extended period
cities (i.e., Chiang
Mai in Thailand)
Germany

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Online traveling becomes not only an alternative option, but also a choice
Online traveling, or LAN traveling (랜선여행), became the alternative option for many travelers. However, even after the
restrictions for traveling have loosened out, some Koreans prefer online traveling due to its convenience and cost-efficiency.
Preferred digital content format by 1. Travel vlog 2. Scenery and landscape

Koreans
Videos are preferred

Article method to fulfill the
21% Video needs of various
42%
Photo
online travelers
37%
Switzerland travel vlog by 4K footages of Switzerland by
유학일기 yooil on YouTube 임성일의 이탈리아 on YouTube
Source: Seoul Tourism Organization (2021)
Online exhibitions create more

interactive and immersive
experience for virtual travelers. The
National Museum of Korea installed
VR (Virtual Reality) online exhibition
on the official website in 2020.
4 in 10 Koreans enjoy online
traveling
National Museum of Korea: digital gallery (left),
Source: Good Choice (2021) online exhibition (right)

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Korea Market Research
Case Studies
© 2022 daxue consulting 88dx@daxueconsulting.com 88

+86 (21) 5386 0380
ALL RIGHTS RESERVED
ORIGIN: FRANCE
INDUSTRY: SKINCARE
PROJECT TYPE: MARKET RESEARCH ON KOREA’S GIFTING PLATFORM
PROJECT DESCRIPTION: METHODOLOGIES & DELIVERABLES:

The client showed positive growth with the revenue source being generated from Daxue Consulting conducted the research in 3 steps to identify the best practices in
the Kakao Commerce and specifically Kakao Gift. While they pose an established the platform and how Korean consumers behave in the gifting commerce.
position in Kakao Gift’s mobile e-commerce segment, numerous local & global 1.Korea’s mobile commerce market overview
competitors have recently listed their products and gaining market share. With the 1. Korean consumers’ gifting occasion & sentiments in Kakao Gift
ever-growing presence of competitors and their know-how of the Korean market, 2. Typical gifting journey and user flow in Kakao Gift
the client reached out to daxue consulting to conduct a market research of the 2.Competitor assessment
Korea’s mobile commerce market and specifically Kakao Gift platform and the 1. Identify competitive dynamics of competitors and peers
existing competitors’ strategy. 2. Identify best practices of Product, Pricing, Promotion strategy of the
competitors
Synthesized conclusion and recommendations: Recommendations of the relevant
product, pricing, promotion strategies most suitable consideration

ALL RIGHTS RESERVED
ORIGIN: UK
INDUSTRY: FASHION
PROJECT TYPE: UX RESEARCH IN KOREA AND CHINA
METHODOLOGIES & DELIVERABLES:

PROJECT DESCRIPTION:
• Daxue Consulting conducted a series of 16 in-depth video interviews with the client’s
Our client is conducting a qualitative research for one of the brands on its Korean and Chinese customers (~90 min per interview) in order to collect substantial
platform. The main objectives of the project are to understand customer and qualitative feedback on the targeted questions.
website behaviors and buyers profile in Korea and China.
• After conducting the interviews, Daxue provided a video and audio record including
The group contacted Daxue to address following key questions: English word-by-word transcript/subtitles matching the respondent’s speech during all
• What is their typical online/offline shopping journey? the video. Finally, a topline summary report was provided to the client with actionable
recommendations to help our client optimize its homepage for a smoother shopping
• What is their opinion about the brand’s renewed homepage, product listing
experience with less drop-outs.
pages (PLP), product detail page (PDP) and check-out page?
• What is still missing and can be improved or localized for the respective
market?

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ORIGIN: FRANCE
INDUSTRY: HIGH-END SKINCARE
PROJECT TYPE: TRAINING ON E-COMMERCE
METHODOLOGIES & DELIVERABLES:

PROJECT DESCRIPTION: To achieve these objectives, Daxue Consulting released a comprehensive report
As a well-established brand in China, our client wanted to give a thorough analyzing the most structural e-commerce trends in China, Korea and Japan mainly.
overview of what is happening on the local marketplaces to their APAC team. The This report resulted in an interactive training session and Q&As to Clarins APAC team, a
objectives were to align the level of knowledge on e-commerce of the team and total of around ~90 people.
also set some priorities for 2022 leading to strategic decisions to be done
internally.

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ORIGIN: KOREA
INDUSTRY: ICT
PROJECT TYPE: KOREAN START-UP MARKET FEASIBILITY STUDY
The client was a major Korean government agency under the Ministry of • Daxue Consulting moderated total of 15 virtual video conference (5
Science and ICT(MSIT) contributing to the national startup ecosystem. They conference calls per each startup) with market experts representing the
have a portfolio of Korean startups in the ICT sector and would like to assess upstream & downstream value chain of the respective industries to assess
the market potential and feasibility of each player in the China market. the market feasibility & potential of the Korean startups.
In order to assess the market potential and feasibility of the Korean startup • Final deliverables consisted of the following:
companies, the key stakeholders of the relevant industry’s supply chain were • Minutes of the meeting in English
invited to a virtual conference call to evaluate the startup’s concept, business • Top line summary report combining all meetings and recommendations
model and opportunity . on short-term fixes and long-term goals for the start-ups for successful
market entry in China

ALL RIGHTS RESERVED
ORIGIN: FRANCE
INDUSTRY: GAMING
PROJECT TYPE: SOUTH KOREA GAMING MARKET RESEARCH

Ubisoft, major video game publisher in the world, has been selling its games • Daxue Consulting benchmarked Ubisoft’s key competitors in Korea (game
through a self-managed digital distribution platform for many years: Uplay. As publishing companies as well as third-party game distribution platforms) focusing
Korea being one of the biggest gaming nations in the world, Ubisoft decided to on companies’ digital strategies as well as platforms’ Korea-adapted User
step up its Korea strategy. Daxue Consulting was approached to provide Ubisoft Experience.
with a better understanding of the Korean PC game distribution environment and • Findings of this first step made it possible for Daxue to draft Uplay’s Korea ideal
to design an adapted digital strategy for its future Korea platform. Value Definition (adaptation from the original platform, Korea “must-haves”, pain
points to avoid, etc.). The platform concepts were then tested through series of
focus groups and UX sessions to ultimately recommend on high potential concepts
and final Value Definition adjustments at Ubisoft level and Uplay store level.

ALL RIGHTS RESERVED
About us

ALL RIGHTS RESERVED
dx@daxueconsulting.com +86 (21) 5386 0380
Our mission is to guide businesses to holistic growth in Asia
Through our market research and strategy consulting, we equip

businesses with the knowledge and guidance to achieve growth
in China and beyond

ALL RIGHTS RESERVED
dx@daxueconsulting.com +86 (21) 5386 0380
The values we embrace
Our clients’ goals are our goals

We see ourselves as an extension of the client’s business in China or their
target country, hence, we advise them as if we were in their shoes and
investing along with them.
Embrace change enthusiastically

Similar to how markets are constantly changing, our mindset is also always
evolving. We value routine only when it helps us improve and we value
change because it helps to keep pace with our time.
Intellectual humility gives clarity

Only through the lenses of humility can knowledge be seen clearly. At daxue
consulting, we are humble toward science and the truth. We interpret data in
a way that lets it speak for itself, even if contradicts our hypothesis.
Freedom enriches creativity & responsibility

Freedom to manage and envision her or his mission increases the sense of
responsibility to that mission.
Knowledge is meant to be shared

While our projects team dives deep to provide catered research to clients,
the media team shares insights publicly. At the same time, we foster a
culture of sharing knowledge in our team, each individual works to increase
their own knowledge and freely shares ideas each other.

ALL RIGHTS RESERVED
Our APAC network
A research and consulting firm headquartered in China, with an Asia-focus and a presence on two continents.
South (Rep. office,

Korea Seoul) Partner offices:
• Philippines
France China
USA • Malaysia
(Rep. offices, • Japan
• Shanghai (HQ)
(Rep. office, Paris,
• Beijing • Thailand
Minneapolis) Bordeaux)
• Hong Kong
• Indonesia
Singapore/ • Singapore
Malaysia
(Rep. office,
Kuala Lumpur)
2 people 8 people 16 people 30+ people
Our history
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Beijing Shanghai Korea, USA, Hong Malaysia
(new HQ) Kong representative
representative office
offices
ALL RIGHTS RESERVED
Our approach to methodology-based consulting
An agile and data-driven approach towards solving complex research questions
RESEARCH as the base for CONSULTING

RESEARCH-DRIVEN
IN-HOUSE ORGANIZED Consulting backed up by massive research
We do not outsource
AGILE
TRADITIONAL METHODOLOGIES From market discovery to entry, we keep pace with market changes
Interviews, cold calls, focus groups, surveys, and more
COLLABORATIVE
We encourage frequent meetings and workshops with our clients
SOFTWARE AND TOOLS
Third-party software and in-house built scrapping tools
TRANSPARENT
Full insights into our work with frequent intermediate updates
ACCESS COUNTRY-WIDE
Able to run research across all layers of population INDUSTRY PARTNER NETWORK
Built-up over 350+ projects and 100+ podcasts guests
DATA INTEGRITY CROSS-CULTURAL UNDERSTANDING

Data-driven and cross-checking from many angles
Team from multiple continents educated in diverse countries

ALL RIGHTS RESERVED
Our services
ASSESSMENT INSIGHTS STRATEGY INNOVATION

评估洞见策略创新
BRAND AUDIT DECISION-MAKING BUSINESS INTELLIGENCE OMNI-CHANNEL

品牌检验 PROCESS 商务智能 MARKETING
决策路径全渠道策略
TARGET AUDIENCE VALUE PROPOSITION &

SENTIMENT ANALYSIS PRODUCT CONCEPTS
PROFILING MESSAGING HOUSE
情绪分析 DEV. & TESTING
目标人群画像价值主张&信息传播策略产品概念开发和测试
BRAND
福
BENCHMARKING BRAND (RE)POSITIONING MARKET ENTRY
NAMING
品牌基准品牌（重新）定位品牌命名市场准入

ALL RIGHTS RESERVED
Our methodologies
DESK RESEARCH FOCUS GROUPS CONSUMERS INTERVIEW SHOP ALONGS

案头调研小组座谈消费者访谈店内随访
A/B TESTING DIARY RESEARCH ONLINE & OFFLINE SURVEYS SOCIAL LISTENING
A/B 测试日记研究线上&线下问卷社媒聆听
STRATEGIC WORKSHOP MYSTERY SHOPPING UX/UI TESTING ONLINE SALES DATA SCRAPING
小组访谈神秘顾客研究用户界面测试社媒聆听
STORE CHECKS ONLINE COMMUNITY MARKET INSIDERS INTERVIEW

CENTRAL LOCATION TESTING
店访线上社群调研专家访谈
食材品鉴

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We use modern tools & software to stay ahead
A selection of tools leveraged by us for our clients
Search engine & Website / app traffic Data mining / survey Social listening Diary study &
e-commerce analytics comparison analysis 社媒聆听 community research
搜索引擎&电商分析网站/应用流量比较数据挖掘&问卷分析日记&社群调研

ALL RIGHTS RESERVED
An experienced organization with the Asian market
Regularly featured and quoted in publications all over the world
TV INTERVIEWS ON PRIME TIME TELEVISION IN SINGAPORE
WORKSHOP ON CHINA’S FOOD LECTURING AT PEKING

IMPORTS UNIVERSITY MBA.
DAXUE ON THOUGHTFUL CHINA FREQUENT SPEAKERS ON BUSINESS

TOPICS
ALL RIGHTS RESERVED
400+ clients for the past 10 years
Examples of references

ALL RIGHTS RESERVED
Our testimonials
Comments from our clients
E-commerce Manager “I come back to you to thank you and your team for the work done on the project, it was a real pleasure to work together ☺ The brand
@ L'Oréal was very satisfied with the insights, especially with the richness brough by the local Chinese specificities.”
VP of Innovation @ prestige “Thank you very much for your time and performance yesterday. The team in New York and all of us appreciated a lot your
skincare brand - US presentation and the quality of the consulting from Daxue Consulting.”
“Thanks so much for your hard work over the last several months and the multitude of presentations that you have done to [our]
stakeholders. I highly appreciate the quality of work and also the patience with which you have answered the questions.
JAPAC Revenue Strategy Overall the work has been very well received and has been very educational for our teams in Singapore, New York and San
Manager @ Twitter Francisco. We will be using a lot of this information as we make critical investment decisions into China over the next several
months.
Please do pass on our thanks to the entire Daxue team - hope you do take a moment with the entire team to celebrate the success and
outcome of this project! Also, I would be happy for you to use my reference for any future clients.”
Director Ecommerce “Thank you for your answer. I’ve been through the presentation and I’m very impressed by all the useful detailed information I’ve
Marketing EMEA @ Ubisoft found. Thank you so much!”

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WeChat
STAY
UPDATED
ON KOREA LinkedIn
https://www.linkedin.com/company/daxue-consulting
MARKET Newsletter
https://daxueconsulting.com/newsletter/
INSIGHTS Instagram
@daxue_consulting_china
Press release
https://daxueconsulting.com/press-enquiries/

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CONTACT US
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You may not distribute, modify, transmit, reuse, or use the content HONG KONG | BEIJING | SHANGHAI | SEOUL
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third party information featured in the presentation slides remain www.daxueconsulting.com
the intellectual property of their respective originators. dx@daxueconsulting.com
+86 (21) 5386 0380
© 2022 Daxue Consulting

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Korea Consumer

South Korea Consumer Demographics 3

Korea Market Research Case Studies 88

© 2022 daxue consulting 2

The South Korean population has been rapidly

Source: Statista Korea (2021)

People are having less children. Only 13% of the

© 2022 daxue consulting 4

Population pyramid of South Korea

Drivers of South Korea’s low fertility rate:

The government tries to take measures against the

Source: The Asahi Shimbun (2022)

© 2022 daxue consulting 5

South Korea’s rural to urban population Largest cities in South Korea

Seoul (10.3 million)

Daejeon (1.5 million)

82% 81% 82%

72% 68% 59% 52%

Rural population Urban population

© 2022 daxue consulting 6

Gender pay gap per month

Pay gap by size of the company per month

© 2022 daxue consulting 7

Distribution of GDP by sector (2020)

© 2022 daxue consulting 8

Highly educated: Average household consumption by category

Housing, water, electricity 12.0%

At the cutting edge of technology: Transport 11.5%

Recreation & culture 5.7%

Household composition: Household equipement 5.2%

© 2022 daxue consulting 9

Characteristics of the MZ Generation

Expect brands to mirror

Concerned about social

More educated than Willing to spend money

Millennials are individuals born between 1981 to

© 2022 daxue consulting 10

Elements of the Hallyu K-Beauty

PONY Syndrome, the #1

© 2022 daxue consulting 12

opposed workplace Participants at Seoul’s biggest-ever pride parade in

On the contrary, counter-protests by religious Koreans as well as

© 2022 daxue consulting 13

Recent legislation prevents police and other government authorities from

Gay bar Owoo, located in Jongno, Seoul. Korea’s vibrant nightlife

© 2022 daxue consulting 14

© 2022 daxue consulting 15

Size of religious groups in Korea

© 2022 daxue consulting 16

Health = Pain Health = Pleasure

Post-pandemic physical and mental health activities

© 2022 daxue consulting 17

Then member of K-pop group Apink,

© 2022 daxue consulting 18

Singer and actress IU (아이유, left) is popular among men and

© 2022 daxue consulting 19

© 2022 daxue consulting

1. Baedal Minjok (배달의 민족) 1. NAVER Map (네이버 지도)

Food Delivery 2. Yogiyo (요기요) 2. TMAP (티맵) Transportation