According to a 2 January, 2025 report by global strategic insights practice Canvas8, South Korea in 2025 is a country experiencing profound shifts in consumer behaviour, culture, and social norms. A recent report titled A Cultural Snapshot of South Korea: 2025 explores the effects of political upheavals, generational divides, and lifestyle changes on how people in South Korea make decisions and live their lives.
The report, A Cultural Snapshot of South Korea: 2025, was authored by Kayti Burt and features expert comment from Dr. Seongkyu ‘Gilbert’ Park, assistant professor of finance and assistant dean of undergraduate programmes at Willamette University, Atkinson Graduate School of Management.
The Canvas8 experts found that several key societal trends are shaping the present and future of South Korean culture, including the rise of solo living, the impact of political instability on consumer spending, and the increasing sophistication of e-commerce.
Political Uncertainty and Consumer Behaviour
In late 2024, South Korea was thrown into political turmoil following the sudden imposition of martial law by President Yoon Suk-yeol. The move sent shockwaves through the public, culminating in widespread protests. “Yoon’s move rattled the markets in the country, which was presumed to be much more politically stable,” the report notes, underscoring the widespread uncertainty generated by the political crisis.
In this climate of unrest, political instability has contributed to shifts in consumer behaviour, with South Koreans, particularly the younger generations, becoming more cautious with their spending. Despite this, the country’s ingrained appreciation for luxury goods and wealth remains steadfast, even among those experiencing economic hardship. This phenomenon, referred to as ‘flex culture,’ continues to thrive, especially among the youth. “Though Korea may be a rich country, that wealth is not evenly distributed, with those above 60 holding almost 40% of the wealth and only 12% of Gen Yers and Zers owning houses,” the report states.
Generation MZ: The New Consumer Force
The generational divide is stark in South Korea, with Generation MZ—comprising Gen Y (millennials) and Gen Z—being a dominant force in the consumer market. Despite their relatively low economic capital, they possess immense cultural capital. This younger cohort is shaping cultural and economic trends through social movements, purchasing power, and an increased focus on individualism.
The financial strain of prolonged work hours and the challenges of affording homeownership have led many young South Koreans to embrace alternative paths for financial stability, such as investing. “Many young people see investing as the only possible way to climb the economic ladder, hoping to turn their small salaries (derived from some of the OECD’s longest work hours) into prosperity,” the report explains.
Rise of Solo Living and Changing Aspirations
One of the most significant cultural shifts in South Korea is the rise of solo living, with more young people opting for single-person households. In 2025, over half of Gen MZ lives in the Seoul greater metropolitan area, where the trend of “honbap” (eating alone) and “honsool” (drinking alone) is becoming increasingly common. This marks a departure from the traditionally collective Korean mindset, as young people redefine what success and happiness mean.
“This shift away from the collective mindset has created a new understanding of aspiration among young South Koreans, as they prioritize personal fulfilment and well-being over traditional societal expectations,” the report notes. This cultural shift also coincides with a decrease in marriage and birth rates, especially among women, who often view childrearing as a career setback.
Wellness as a Priority Post-Pandemic
The global pandemic has had a lasting impact on South Korean society, with wellness becoming an even more significant priority for people across the country. Health and well-being have always been important to South Koreans, but the pandemic prompted a re-evaluation of personal and collective wellness. “Korean society has long valued wellness, but people are prioritizing healthiness more than ever post-pandemic,” says the report.
This growing focus on wellness is influencing consumer choices, from food to fitness, with South Koreans increasingly turning to e-commerce platforms for health and wellness products. The report also highlights a booming market for fitness tech and virtual wellness services, which have risen in popularity as consumers look for ways to maintain their physical and mental health.
Cultural Trends: Gaming, E-commerce, and Multiculturalism
South Korea’s well-established gaming culture continues to thrive, with consumers seeking more immersive and interactive gaming experiences. The nation’s gaming industry is constantly evolving, as players demand ever-more sophisticated virtual worlds. “In a country known for its gaming culture, people are looking for more immersive ways to play,” the report highlights.
Meanwhile, e-commerce remains a driving force in South Korea’s economy, with digital shopping channels reaching new levels of sophistication. South Koreans are some of the world’s most internet-savvy consumers, and as e-commerce evolves, so do the expectations for seamless, personalized online shopping experiences. “Internet-savvy Korea has long been a pioneer in e-commerce, but this channel is hitting new levels of sophistication,” the report notes.
As South Korea’s working population continues to shrink, the government has also responded by broadening work visa programs to attract foreign labor, adding a multicultural dimension to the country’s evolving demographic landscape. “As Korea’s working population shrinks, the government has begun to broaden work visa programmes to attract foreign labour,” the report states.
Looking Ahead: A New South Korean Identity
The South Korean consumer landscape in 2025 is one of change, uncertainty, and opportunity. As Generation MZ asserts its cultural influence and challenges societal norms, the country’s long-held values are undergoing a transformation. From political protests to the growing trend of solo living, South Korea is reshaping what it means to be a consumer in a rapidly changing world.
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