South Koreans are struggling to balance age-old beliefs and values as new ones emerge due to technological advancements and the material demands of a modern capitalist society. How is this affecting their dating lives, and what can brands do to align themselves with these new shifts in values?

Gen MZ drives consumer culture in Korea, and their love of all things ‘newstalgia’ (or ‘newtro,’ as the Korean media call it) has inspired trends since 2018. With global and local brands cashing in on their love for newstalgia, what strategies can help stand out in a rapidly saturated trendscape?

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.

Young Koreans are leaving corporate jobs for professional certifications that offer greater security and higher salaries, eschewing corporate success for the certainty of safer fields. Reared in permacrisis, many Gen Zers are looking for security to safeguard against future catastrophes.