Marbled Nine (Marbling score 9) Omakase Menu (Image provided by Lotte Mart)
SEOUL, Dec. 9 (Korea Bizwire) – In a world where preferences, behaviors, and attitudes change rapidly according to circumstances and currents, the normalization of paradoxes has become a defining feature of recent consumer trends.
On December 8, Daehong Communications released its ’2024 D.Life Signal’ report, forecasting the upcoming consumer trends and outlining brand marketing strategies to adapt to these shifts.
The report, synthesizing big data from social media as well as survey data, diverted attention from the usual trend forecasts centered around a few keywords and instead focused on the phenomenon of consumer behavior itself that cuts across these trends.
Daehong Communications identified the hallmark of current trends as the sudden twists and coexistence of trends that were either booming or facing a sudden decline. For instance, areas that recently captivated the younger generation, such as golf or omakase dining, experienced abrupt downturns.
Individuals who were passionately embracing the ‘flex’ culture, flaunting a showcase-oriented consumer lifestyle, are now pledging frugality on open chat platforms called ‘geojibang.’
Amidst efforts to reduce spending due to soaring prices, high-priced concert tickets continue to sell out, and expenses related to travel and accommodation are skyrocketing.
The popularity of tanghuru is so great that there are jokes that dentists will soon be making a fortune (from the increase in cavities). (Image courtesy of Yonhap)
In the food industry, while spicy malatang and sweet tanghulu are in vogue, there is a parallel trend to reduce artificial sweeteners and chemical additives, embracing a ‘zero’ movement.
Seeking the stimulating thrill of dopamine-inducing content, consumers also find themselves drawn to the cuteness and harmlessness of Fubao the panda, leading to impulsive purchases of related merchandise.
The report aptly terms this inconsistency in consumer awareness and behavior, swinging between extremes, as the ‘normalization of paradoxes.’
Against the backdrop of an enduring economic downturn and rapidly changing landscapes, consumer interests and fascinations are evolving quickly and diversely. In response to these challenging times, the report suggests strategies for brands, emphasizing unbounded association, creative connections and staging experiences.
In an official statement, Daehong Communications emphasized that the crux of successful adaptation lies in the ability to evoke, connect, and stage elements in a manner that is both intriguing and intelligent.
The firm added, “Ultimately, what is most crucial is ‘human thinking’ – the unique ability of individuals to think and plan creatively.”
Lina Jang (lina@koreabizwire.com)
