Examining what it’s like to live, work and play in South Korea, our experts guide you through the nuances that define its culture.
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of South Koreans use social networking services, platforms that could inspire and showcase luxury consumption
of South Koreans felt AI would ‘mostly help’ people in their country over the next 20 years – a stark contrast to a global average of just 39%
was the year-on-year increase seen in international travel among South Koreansn in Q1 2023, yet the domestic travel deficit is at a 3-year high
of Netflix users have watched at least one South Korean title
people globally identify as Hallyu fans
of Gen Y and Zers surveyed by South Korean marketing firm Careet had visited a pop-up store before, with 43.1% saying that they visited a pop-up store once every five outings
A survey has found that South Korean society is becoming more polarised as people increasingly only communicate with those who hold similar views. With concerns rising over possible consequences, healthy discourse needs to be fostered to help bridge these gaps.
Recognising its popularity as a date spot, Seoul theme park Lotte World Adventure created a series of Valentine’s Day-themed events featuring digital fireworks and interactive photo zones. With couple culture going strong in South Korea, brands have an opportunity to help create lasting memories.
AirFarm is an inflatable aeroponic farm developed to revolutionise agriculture with a portable, water-independent design, converting air humidity into water. Demand for eco-solutions throughout supply chains is growing, and people are keen to explore self-sufficient alternatives to gardening.
In an oversaturated K-pop industry and global media market, fourth-generation girl group NewJeans enjoys a rare dominating success. Through Phoning, a NewJeans-specific, Y2K-branded app, the girl group grants superfans the illusion of hyper-personalised inside scoops into the lives of group members.
Research from Gallup has uncovered a gulf in political ideology among Gen Zers worldwide. With women trending towards liberal positions and men towards conservatism, there's a growing need for healthy political dialogue if the world is to become equitable – and there's a role for brands to play.
In a time-poor society where South Koreans don’t have much time to attend church, Meadow’s AI-enabled Bible app finds Christian users the space to be consistent in their faith. The app provides Bible-based responses and customised prayers for users looking for hyper-convenient, on-the-go blessings.
BTS fans organised one of the largest fan-led gatherings in history with a three-day exhibition dedicated to BTS member Jin. Attracting huge crowds, the event highlights the growing desire for in-person fan-led experiences and the shift of fandoms from passive consumers to active collaborators.
South Korea is facing its nearly 30-year-long male birth imbalance. Statistics suggest that as many as 800,000 'excess' South Korean men born since the 80s won't be able to find a South Korean partner – leading them to reassess their relationship priorities and behaviour.
LG Household & Health Care has debuted Ugly Lovely, a new cosmetics brand that repurposes ‘ugly’ foods into eco-friendly skincare ingredients. It’s offering Korean customers a refreshing spin on what it means to be ingredient-conscious in an increasingly crowded clean beauty landscape.
South Korea has created a unique visa that gives K-culture enthusiasts a taste of the Hallyu industry. As the global obsession with Hallyu continues to drive tourism in the country, the policy also signals the transformation of K-culture as an increasingly fluid and globalised commodity.