
Transaction data from fortune-telling establishments showed a 5.4% increase in visitors and a 13% rise in spending from January to September 2024. (Image courtesy of Shinhan Card)
SEOUL, Jan. 17 (Korea Bizwire) — Shinhan Card, a major South Korean credit card company, unveiled ‘REVIVE’ as its consumer trend keyword for 2025 on January 16, based on an analysis of customer spending and social media data.
The REVIVE framework encompasses six key trends: Redefine Festivities, Exploring Identity, Virtual Companions, Integrated Contents Commerce, Value of Tenderness, and Environment First.
“Redefine Festivities” reflects consumers’ growing preference for experiential spending over material purchases, with people increasingly attending music festivals, local cultural events, international book fairs, and baseball games.
Social media mentions of music festivals and local festivals increased from 9% and 15% to 11% and 19% respectively between January and October 2024, compared to the same period in 2023. Card transactions near nine professional baseball stadiums surged 13% in the three weeks following the 2024 season opener compared to the previous year.
The “Exploring Identity” trend shows rising interest in personal analysis, from genetic testing to psychological assessments and fortune-telling. Transaction data from fortune-telling establishments showed a 5.4% increase in visitors and a 13% rise in spending from January to September 2024. The trend was particularly strong among younger consumers, with transactions increasing 6.1% for those in their 20s and 9.9% for those in their 30s.
The “Virtual Companions” phenomenon reflects growing comfort with artificial intelligence, extending to creative and emotional domains. Paid usage of AI content creation services through Shinhan Card increased 104% from January to November 2024 compared to the previous year.
“Integrated Contents Commerce” describes the deepening influence of content on purchasing decisions, while “Value of Tenderness” reflects a search for emotional stability and connection in stressful times. Social media mentions of product recommendations from major retailers Coupang and Olive Young rose 389% and 45%, respectively. Transactions at shops selling decorative patches increased 98%, while “gacha” shops offering random figurines and merchandise saw a 393% increase in sales.
The company also identified climate change as an emerging key factor in consumer decision-making.
“Consumer behavior is evolving beyond simple purchasing into an expression of identity, pursuit of values, and practice of social and environmental responsibility,” said Shinhan Card’s Big Data Research Institute. “The ‘REVIVE’ keyword captures people’s desire to seek new beginnings and restore vitality in their lives despite ongoing uncertainties.”
Ashley Song (ashley@koreabizwire.com)