The Korean government will expand childbirth and welfare benefits for families with newborns as part of broader efforts to boost the country’s declining birth rate. As socioeconomic factors impact traditional milestones, there is a need to support people in whatever life paths they choose.

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.

The birth rate in South Korea is at an all-time low, but the quality of private ‘sanhujoriwon’ (postpartum care facilities) has never been higher. What is driving the emergence of these ‘boutique’ centres in the East Asian country, and what can it tell us about broader wellness trends?