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South Korea: Trends and Dynamics Unveiled

General Report January 2, 2025
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TABLE OF CONTENTS

  1. Summary
  2. New Product Launches in Food Industry
  3. Cultural Events and Social Movements
  4. Growth of eSports in South Korea
  5. K-pop Trends and Industry Insights
  6. Consumer Behavior and Market Dynamics
  7. Arts and Entertainment Developments
  8. Health and Wellness Initiatives
  9. Conclusion

1. Summary

  • Exploring the dynamic cultural and market shifts in South Korea, this report highlights key developments across various sectors including consumer behavior, entertainment, and public health. Innovations in the food industry are evident with GS25 launching IGIN Apple Tonic and Ottogi collaborating with SOUPER for winter soups, tapping into the zero-calorie trend that aligns with health-conscious consumer demands. In entertainment, K-pop's evolving role in political movements marks a shift in youth activism, illustrating how popular music genres are intertwined with social change. The rapid growth of eSports, exemplified by FC Mobile's international tournaments, underscores the expanding digital economy. Meanwhile, the Yeongdeungpo District's award-winning strategies in dementia management reflect significant advances in community health services, highlighting the importance of tailored health initiatives.

2. New Product Launches in Food Industry

  • 2-1. GS25 Launches IGIN Apple Tonic

  • GS25 has launched a new ready-to-drink product, IGIN Apple Tonic, aiming to promote local cooperation and capitalize on the rising trend of low-alcohol beverages and mixology among the MZ generation. This beverage is made from fermented liquids based on locally produced rice and high-sugar apples, enhanced with flavorful plum and watermelon concentrates. It is available in two flavors: a sour tonic (apple and plum) and a sweet tonic (apple and watermelon), both with an alcohol content of 4%. The product is priced at 4,500 KRW per can. GS25 anticipates this launch will meet diverse consumer demands for alcoholic beverages and enhance store sales performance. The company has scheduled pre-order events from December 16 to 18 via their mobile app and will operate a pop-up store from December 20 to 24 in Seongdong-gu, Seoul, where consumers can taste and purchase the drink, along with enjoying various promotional events.

  • 2-2. Harim Introduces IFF Chicken Breast

  • Harim has introduced two types of IFF Chicken Breast, namely Original Black Pepper Flavor and Spicy Cheongyang Chili Flavor. These products utilize the Individual Fresh Frozen (IFF) method, which rapidly freezes fresh domestic chicken breast at temperatures below -35°C for 40 minutes, resulting in tender and juicy meat. Each serving provides 20g of protein per 100g. The Original Black Pepper flavor features fresh chicken seasoned with salt, pepper, and parsley to create a fragrant and clean flavor. Conversely, the Spicy Cheongyang Chili flavor offers a unique and addictive spiciness typical of Cheongyang chili. Cooking options include using an air fryer or a frying pan for convenient meal preparation.

  • 2-3. Ottogi Collaborates with SOUPER for Winter Soups

  • Ottogi has launched three new soup menu items in collaboration with the soup brand SOUPER. The menus include Curry Soup, Christmas Soup, and Roasted Corn Soup, which utilize Ottogi curry and powdered soup. The Curry Soup combines a variety of vegetables with a slightly spicy Ottogi curry for a rich flavor experience. Christmas Soup is a seasonal offering featuring miso and creamy Ottogi soup topped with pepper jack cheese. The Roasted Corn Soup is based on Ottogi's corn soup, garnished with crispy corn toppings for an engaging texture. This collaboration conveys the concept of 'starting winter with a spoonful of warmth' and aims to suggest a new soup culture that's easily accessible anytime, anywhere. The new items will be available from December 16 to January 5, with special promotions planned for customers ordering the collaborative dishes.

  • 2-4. Zero-Calorie Product Trend in Food Industry

  • The zero-calorie product trend continues to gain traction in the food industry, driven by increasing consumer preference for healthier food options. This shift is evident as more players in the market are developing and marketing products that boast minimal caloric content while maintaining taste and satisfaction. The trend aligns with the broader societal move towards health consciousness and dietary mindfulness, leading to innovative product formulations that cater to health-aware consumers seeking both convenience and wellness.

3. Cultural Events and Social Movements

  • 3-1. K-pop's Role in Recent Protests

  • The incorporation of K-pop into recent protests in South Korea has become increasingly evident. A notable shift occurred as the predominant age group participating in these gatherings changed to individuals in their 20s and 30s, leading to a reorientation in the musical selections used during protests, which now predominantly feature K-pop songs. Popular tracks such as Espa's 'Wiplash,' G-Dragon's 'Crooked,' Day6's 'Let Me Be Your Page,' 2NE1's 'I Am the Best,' and Rosé from BLACKPINK's 'Apartment' have become staples at these events. The planning team for labor union events indicated that the song choices were made to welcome younger attendees. Many participants expressed positive reactions to the K-pop-centric atmosphere, with one young woman stating her expectation of a solemn environment was pleasantly altered by the festival-like mood.

  • 3-2. Musical Adaptations During Protests

  • Adaptations of lyrics during protests have also shown a creative engagement with the music. Protesters often change lyrics of popular songs to reflect their demands, as seen with the alteration of lyrics from songs frequently heard at sporting events. For instance, the line 'Until the day my life ends, I will always be by your side' was transformed to 'Until the day Yoon Suk-yeol ends, I will always be by your side.' Similarly, the song 'Apartment' became 'Impeach him,' and the Christmas carol 'Feliz Navidad' was adapted to 'Impeachment is the answer.' This kind of lyrical adaptation reflects the collective sentiment and objectives of the protests, making the musical experience not only entertaining but also politically engaged.

  • 3-3. Youth Engagement in Political Activism

  • Youth engagement in political activism has also been revitalized through these protests. The continued demand for impeachment and the active participation of younger generations at multiple gatherings have led to a resurgence of interest in traditional protest songs. These protest songs have begun to circulate among younger participants, who have shown a willingness to explore and share the lyrics via social media platforms. The sharing of printable lyrics for these songs indicates a cultural re-engagement with historically important music. Critics in the field of popular music have noted that the evolving roles of music within protests reflect changes in the democratic landscape of South Korea, with younger participants' feelings and musical preferences being keenly incorporated into the movement.

4. Growth of eSports in South Korea

  • 4-1. FC Mobile KeSPA Cup and Its Significance

  • The 'FC PRO FESTIVAL KeSPA CUP' is being jointly hosted and organized by the Korean eSports Association and Electronic Arts Inc (EA) on January 21 and 22 at the Gwangmyeong Ibex Studio. This event follows the recently concluded '2024 LoL KeSPA CUP' held from December 30 to January 8. The 'FC Mobile' game has been designated as a new national representative development event this year. Furthermore, the 'FC PRO FESTIVAL KeSPA CUP' is recognized as a competition for reviewing the selection criteria for national representatives, with tournament data being used for this selection process. The association aims to actively respond to the growing number of national representative competitions and contribute to fair selection processes for players. FC Mobile is emerging as a rapidly growing eSports genre worldwide, with significant expansion in countries like Indonesia, Japan, and Thailand, and it is being recognized for its potential and competitiveness, especially with high chances of being selected as an official event in international eSports competitions.

  • 4-2. International Participation and Competitive Landscape

  • In the selection competition for Korean representatives, notable players including 'Soda' Hong Ji-hong, the winner of the EA global competition 'FC Pro Masters,' and other top players from the FC Mobile rankings will participate. Six countries—China, Japan, Thailand, Indonesia, and Jordan—will also send their representatives, with two players per country forming teams to compete in a 2-vs-2 format. The group stage will commence on January 21, followed by the semifinals featuring the top four teams on January 22. Tickets for the FC PRO FESTIVAL KeSPA CUP will be available for purchase starting January 12 through Ticket Link. The association plans to strategically develop FC Mobile as part of strengthening the competitiveness and recognition of South Korea’s eSports national representatives. Plans are also in motion to expand the next year's tournament and implement various initiatives for broader player development and genre activation.

5. K-pop Trends and Industry Insights

  • 5-1. K-pop Genre Innovations: aespa vs. NewJeans

  • The K-pop scene, as discussed in the document '케이팝의 장르 활용법, 에스파 vs. 뉴진스', highlights significant innovations in genres. K-pop is characterized by the use of various subculture music genres, which blend strong identities like hip-hop and rock into a unified sound. For instance, the fourth-generation girl group aespa primarily utilizes 'hyper pop,' which emphasizes mechanical sounds while minimizing melody. This has earned aespa a reputation for their unique '쇠맛' music. In contrast, NewJeans incorporates 'jersey club' beats, offering a calm, up-tempo approach that diverges from traditional K-pop composition methods. This diversity within K-pop not only showcases musical innovation but also extends into political and social meanings, as K-pop has moved from being mere 'guilty pleasure' to a symbol of support for minorities.

  • 5-2. The Cultural Impact of K-pop in Protests

  • The resurgence of older K-pop songs in the context of protests is notably analyzed in the document '옛 K팝 귀환… ‘계엄 규탄집회’서 울려퍼진다'. Recent gatherings, such as the '군사비상계엄 규탄 집회', saw significant participation from individuals in their 20s and 30s, who sang along to famous K-pop tracks like Girls' Generation's '다시 만난 세계' and Super Junior's '쏘리 쏘리'. These songs have experienced a remarkable resurgence, with a 23% increase in listeners as reported by Melon shortly after the declaration of martial law. The blend of K-pop music into protest settings symbolizes an evolving cultural landscape where such tracks offer a sense of unity and resistance among the youth.

  • 5-3. Fan Engagement and Social Responsibility

  • The increasing call for social responsibility from K-pop fandoms is becoming evident through various instances. Fans are demanding that entertainment agencies address significant issues like environmental concerns. This shift in consumer expectations highlights the growing recognition of K-pop as not just a commercial industry but as a platform for activism. As indicated in the document, the past decade has seen K-pop fans transforming their engagement from merely enjoying music to advocating for broader social causes, reflecting a deeper, more meaningful connection with the culture.

6. Consumer Behavior and Market Dynamics

  • 6-1. Trends in Zero-Calorie Products

  • The demand for zero-calorie products has significantly increased among South Korean consumers, reflecting a broader shift toward health-conscious eating habits. The rise in awareness regarding dietary issues and the importance of maintaining a healthy lifestyle has contributed to this trend. Consumers are actively seeking alternatives that allow them to enjoy flavors without the associated calorie intake.

  • 6-2. Galleria Department Store's Culinary Experiences

  • Galleria Department Store has enhanced its culinary experiences, focusing on the integration of gourmet food options that cater to evolving consumer preferences. This includes offering diverse food products that resonate with the health-conscious segment of the market. The department store has aimed to create an environment where customers can explore and experience high-quality culinary offerings, thereby playing a pivotal role in shaping consumer behavior surrounding food.

  • 6-3. Hybrid Appliances Meeting Consumer Needs

  • The growth of hybrid appliances in the South Korean market is indicative of consumers' desire for convenience and efficiency in their daily lives. These appliances combine multiple functionalities, catering to different cooking styles and dietary preferences. As consumers seek to streamline their kitchen experiences while maintaining health-oriented cooking practices, hybrid appliances have gained popularity, further influencing market dynamics.

7. Arts and Entertainment Developments

  • 7-1. Emerging Film: Paradise Is Burning

  • The film 'Paradise Is Burning,' directed by Mika Gustafsson, is a captivating debut that has taken the world by storm. It focuses on three sisters—Laura, Mira, and Steffi—facing a precarious yet illuminating summer, depicting their growth and efforts to protect one another through their individual journeys. The film features a poignant coming-of-age narrative filled with relatable themes, complex characters, and exuberant performances from the cast. Its distinctive visual aesthetics and effectively integrated music contribute to the film's unique atmosphere. The film employs a 1.78:1 aspect ratio and captures sensory details, such as blood on fingers and bruises on the knees, creating an engaging visual experience that evokes the radiant Swedish summer. The music soundtrack features a variety of songs across different eras and genres, enhancing the film's vibrant energy and emotional depth. 'Paradise Is Burning' is set to release in theaters nationwide on December 18.

  • 7-2. Cultural Events in Songpa District

  • Throughout December, the Songpa District in Seoul is hosting a cultural and arts party featuring numerous events. Highlighted activities include a joint concert titled 'Impact On' at the Seokchon Lake Atelier on December 14 and 15, showcasing the talents of 20 selected young artists. The weekend concerts from December 21 to 29 will feature various music genres, including jazz, rock, traditional Korean music, and soul. Additionally, the Young Artist Center will offer diverse experiential programs throughout December, such as creating Christmas decorations and postcards, drawing winter landscapes, and barista classes. The 'Cultural Experiment Space Lake' is also hosting an exhibition named 'Reproduction of Moments,' showcasing works by young artists until January 5. The events aim to foster a warm atmosphere and create cherished memories in Songpa during the year's end.

8. Health and Wellness Initiatives

  • 8-1. Yeongdeungpo's Dementia Management Success

  • Yeongdeungpo District has achieved notable success in dementia management, winning two awards at the 2024 Seoul Dementia Management Project Evaluation Contest held on December 12. The district received the Grand Prize for the specialized project ‘Mind Plus’ and the Excellent Award for the public-private cooperation case titled ‘2024, Together with Dementia!’. The 'Mind Plus' initiative provides tailored services for individuals with mild cognitive impairment and dementia, effectively supporting emotional stability and family relationship recovery. The program is structured in four phases, delivering professional services appropriate to each phase and fostering a dementia-friendly community through cooperation with relevant organizations. Yeongdeungpo's achievement underscores its commitment to enhancing dementia care.

  • 8-2. Community Support for Dementia Patients

  • In addition to the awards, the ‘2024, Together with Dementia! Value Companion’ project has been recognized for establishing a comprehensive dementia management service in collaboration with nine local organizations. This initiative aims to provide practical support for dementia patients and their families, encompassing prevention and care services. The structured program is divided into three key stages, illustrating a robust framework for community cooperation aimed at addressing gaps in dementia care. District Mayor Choi Ho-kwon has expressed a dedication to strengthening public-private partnerships to broaden effective management and support for dementia patients in Yeongdeungpo.

Conclusion

  • The report's findings illustrate transformative trends shaping South Korean society, particularly in consumer markets and cultural expressions. GS25's innovative product launches and collaborations like Ottogi's with SOUPER reflect a growing inclination toward health-conscious and convenience-driven consumer demands. K-pop's integration into social protests reveals a deepening of its role beyond entertainment into realms of social activism, showcasing its impact on youth engagement with political discourse. Similarly, FC Mobile's rise in the eSports scene underscores South Korea's position as a leader in digital competitions, providing a platform for international collaboration and competitive growth. However, the scope of these observations is limited by a focus on urban demographics and a need for in-depth qualitative insights into consumer perceptions. Future studies could bridge these gaps, offering a more comprehensive view of South Korea's socio-economic landscape. Yeongdeungpo District offers a successful model for community health, emphasizing public-private partnerships in effective dementia management—a strategy that could be considered by other regions to enhance healthcare responses. Looking ahead, the balance between tradition and modernity is likely to intensify, with innovative developments continuously reshaping the cultural and economic framework of South Korea.

Glossary

  • GS25 [Company]: GS25 is a leading convenience store chain in South Korea known for its innovation in product offerings, including health-oriented beverages and local collaborations with farmers.
  • K-pop [Music Genre]: K-pop is a significant cultural export from South Korea, influencing global music and social movements, with a dedicated fanbase that engages in community and political activism.
  • FC Mobile [eSports Game]: FC Mobile is a rapidly growing mobile gaming title in South Korea, recognized for its competitive scene and international tournaments, contributing to the country's eSports economy.
  • Yeongdeungpo District [Local Government]: Yeongdeungpo is notable for its comprehensive dementia management programs, receiving accolades for its innovative and effective community health initiatives.

Source Documents