image-93e862094a3735614e33f960aff4473f02354ae4-3164x2013-jpg

South Korea

Examining what it’s like to live, work and play in South Korea, our experts guide you through the nuances that define its culture.

Explore behavioural developments in South Korea
“Companies [in South Korea] are creating new experiences around the traditional aspects of Korean culture so that younger generations are more interested.”
Hallie Bradley

Hallie Bradley

Marketing copywriter, trends reporter, and writer

Book with Access
“As a traditionally patriarchal country, [South Korea] is less accepting or tolerant of those who are not ‘normal.'”
Hyeyoung Woo

Hyeyoung Woo

Professor

Book with Access
“Increasingly, young [South Korean] women want products and services in line with their evolving worldviews. Fashion items focusing on comfort and practicality, pop culture/general cultural products featuring female-driven plots, or female characters who are stronger, or have richer and more complicated inner lives.”
Hawon Jung

Hawon Jung

Author & former AFP Seoul correspondent

Book with Access
“People [in South Korea] are becoming overwhelmed by the constant connection and are looking for ways to slow down and feel old, worldly, simple, and common.”
Hallie Bradley

Hallie Bradley

Marketing copywriter, trends reporter, and writer

Book with Access
“For many [people in South Korea], the decision to stay single and childless [is] often the natural result of having grown up watching their parents spend fortunes for children’s private education and thinking, ‘I can’t afford to live like that’; or having grown up watching their mothers shoulder the enormous burden of domestic responsibility for their own families as well as their in-laws, and thinking, ‘I don’t want to live like that.’”
Hawon Jung

Hawon Jung

Author & former AFP Seoul correspondent

Book with Access

Key data

85%

of South Koreans use social networking services, platforms that could inspire and showcase luxury consumption

70%

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%

1,100%

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

60%

of Netflix users have watched at least one South Korean title

178 million

people globally identify as Hallyu fans

97.2%

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

Experts on Access

Book a call with a leading expert in our network
South Korea Signals
Latest South Korea articles