CJ OnStyle, a major South Korean online retailer, has identified “newmiliar” as the defining consumer trend of 2024. (Image courtesy of CJ OnStyle)
SEOUL, Dec. 5 (Korea Bizwire) – CJ OnStyle, a major South Korean online retailer, has identified “newmiliar” as the defining consumer trend of 2024, describing a preference for products that combine familiarity with innovative twists.
The term “newmiliar,” a portmanteau of “new” and “familiar,” emerged from the company’s analysis of sales data across its most popular 180 brands in five major categories: fashion, beauty, health food, living essentials, and children’s products.
The trend is particularly evident in beauty technology and small home appliances, where consumers are seeking enhanced versions of everyday products. For instance, robot vacuum cleaners now come with mopping and drying capabilities, while at-home beauty devices promise professional skincare results in just 15 minutes.
In the beauty technology sector, global giant Dyson and Korean beauty-tech brand Medicube dominated sales. Dyson has maintained its stronghold in the hair care market by expanding beyond basic hair drying to offer advanced styling features. Medicube’s multi-functional beauty device, the Age R Booster Pro, signals a new generation of beauty technology.
The small appliance category saw notable success with products that combine functionality with aesthetic appeal. The Minix Flender food waste processor, praised for its compact size and interior design compatibility, proved particularly popular.
Other successful products included Pulio’s portable massager, Zojirushi’s heating-type humidifier, and Roborock’s robot vacuum cleaners.
The living essentials category reflected changing domestic habits amid rising prices. Vacuum storage container brand Vakuen ranked first in kitchen product repurchases, while Mepal’s Fruits Pot, designed to extend produce freshness, recorded strong sales.
In fashion, emerging brands gained prominence, particularly in accessories that enhance basic outfits. Newcomers like Kwani in daily bags and Komorebi Museum in footwear have captured consumer attention.
“With the economic downturn, consumers are increasingly focused on practical purchases, making the ‘newmiliar’ trend more pronounced than ever,” a CJ OnStyle representative said. “This year’s purchasing patterns show a clear preference for innovative yet familiar products that offer real value.”
The company is celebrating these trends with its 2024 OnStyle Awards from December 4 to 15, featuring special promotions across the 180 selected brands, including 44 rising brands that achieved remarkable success upon their debut this year.
The event offers various incentives, including 10% rewards points for purchases over 50,000 won, with daily maximums of 30,000 won and an event period maximum of 360,000 won. Additionally, broadcast shoppers can enter a drawing for travel vouchers worth 5 million won.
Ashley Song (ashley@koreabizwire.com)
