Lack of financial stability aside, South Korea’s Gen Y and Z – collectively referred to as the MZ Generation in Korean media – are willing to spend lavishly on luxury goods due to status checks and flex culture, both of which are driven by and displayed via social media.

South Korea is significantly shifting towards sustainable consumption and plant-based food options, driven by awareness of climate change, animal welfare, and health. Gen Y and Z are leading this trend, seeking healthier, planet-friendly alternatives. How can brands cater to this growing demand?

Young adults in South Korea don't have a huge bankroll for travel and leisure experiences, but they’re more than willing to invest in them – so long as they promote wellbeing and are on trend. Brands could capitalise on people's newfound interest in their own cultures to make catered experiences.

No Kids Zones in South Korea have been around for a decade, largely gaining public support in favor of business rights. But can pro-family initiatives and policies salvage children’s and women’s rights – and potentially instigate a paradigm shift to save the nation’s dwindling population?