Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


People are operating with a heightened perception of value

Critical Spenders

People are searching for stability in alternative sources of authority

Alt Faith

Gen Y (born 1982-1996)

South Korea

Savings and investments

Supermarkets and food

Young Koreans are turning to gold as an investment as transactions and prices skyrocket to a record peak amid escalating geopolitical tensions in the Middle East. To cope with financial anxiety, young people are finding ways, with a limited budget, to insulate themselves via 'safe' investments.