When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a...

Singles’ Day started as a tradition among friends in China and has now evolved into a monumental shopping event taking the world by storm. But COVID-19 and declining consumer confidence have changed this celebration, leaving brands to wonder how to recapture the spirit of this holiday.

The rise of ambiguous relationships among Gen Z has inspired Sweethearts to package up misprinted candies in time for Valentine's Day, a nod to informal 'situationships'. This move reflects shifting ideals around romance where people are looking to celebrate uncertainties.

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.

Why do Korean young adults spend on luxury items and experiences they can’t afford? How does their desire for personal freedom – including their disinterest in marriage and children – reconcile with the country’s traditional collectivist culture? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in South Korea in 2024.