Shinhan Card (CEO Moon Dong-kwon) announced on the 28th that it had analyzed the recent consumption trends of the "Wellpa Generation" (Generation Z and Alpha), revealing what areas the 10s and 20s, who are emerging as a major consumer group in the future, are interested in nowadays, where they mainly consume, and what they are consuming. This analysis was conducted in partnership with trend media outlet 'Caret'.

https://seenthis.kr/newspage/2529

First, the company focused on the trend of increasing mentions of cultural and artistic spaces, such as "exhibitions" and "spaces", through SNS, and participation in various cultural events, such as "art fairs" and "media art", and analyzed the current status of cultural facility usage. According to the Shinhan Card Big Data Research Institute, an analysis of the number of visits to art museums and museums by age group from December 2023 to February 2024 revealed that the proportion of visits to art museums (19.2%) was more than twice as high as that of museums (8.0%) for those in their 10s and 20s. In addition, the proportion of female visitors was 70.7%, significantly higher than that of other age groups. During a period of high prices, museums offer a relatively inexpensive way to enjoy a special experience and take "authentication shots" to post on SNS. With the increase in experiential and playful exhibitions, women in their 10s and 20s have shown a preference for visiting art museums.

Generation Z and Alpha, being digital natives, are quickly embracing AI technology. Comparing the changes in usage fees by age group for three major AI services, including ChatGPT, from last year to this year (January-February), the average monthly usage fee growth rate was overwhelmingly high for those in their 10s and 20s. The 10s showed the highest growth rate at 43.2%, followed by the 20s at 38.0%. The per capita usage fee growth rate also recorded high figures at 61.8% for the 10s and 66.0% for the 20s.

The Shinhan Card Big Data Research Institute analyzed data over the past five years (2019-2023) to determine which areas 20-somethings frequently visit for dining out on weekends. While Jung-gu, home to Myeongdong, Chungmuro, and Namsan, topped the list with the highest number of visits in 2019, Mapo-gu emerged as the leader in 2023 as consumption by 20-somethings shifted towards the Hongdae, Hapjeong, and Sangsu commercial districts. Mapo-gu has received increasing attention as the Hongdae district has expanded into Yeonnam and Mangwon areas, and the idol birthday cafe culture has concentrated in the area. Gangnam-gu and Jongno-gu followed closely behind. Meanwhile, Yeongdeungpo-gu and Seongdong-gu showed the highest increase in the proportion of 20-somethings' consumption compared to 2019, with Mapo-gu (+3.5%p) leading the way. In Yeongdeungpo-gu (+2.2%p), the opening of The Hyundai Seoul is believed to have played a significant role, while Seongdong-gu (+1.9%p) has gained attention as it has become a haven for restaurants and pop-up stores.

The 10s and 20s are also actively consuming paid content such as webtoons and games. An examination of the proportion of paid game/webtoon usage by age group over the course of 2023 revealed that the Wellpa Generation's utilization rate was higher than other age groups, with 43.2% for webtoons and 43.3% for games.

Furthermore, the popularity of mala tang and tang hulu, known for their stimulating and addictive flavors, remains strong. An analysis of mala tang usage by age group from December 2023 to February 2024, based on the number of visits, revealed that the combined proportion of the 10s (7.2%) and 20s (26.1%) was 33.3%. Notably, the proportion of usage by the 40s was the highest among all age groups at 30.3%. Considering the average age of parents with children in their 10s is 40s, it is expected that the data consumed on their behalf has influenced this result.

The number of tang hulu franchise stores increased by a whopping 13 times in 2023 compared to the previous year. Furthermore, in terms of the number of visits in 2023, the proportion of usage by the 10s and 20s accounted for 38.8%, indicating that they were the driving force behind the tang hulu craze. The popularity of mala tang and tang hulu can be seen as a reflection of the generational trait of seeking immediate fun and enjoyment through short, intense stimulation in their eating habits.

While the 10s and 20s favor stimulating food, they are also actively engaging in self-care consumption focusing on health and detox. An examination of the usage of salad specialty stores and gyms in 2023 reveals that the 10s and 20s showed the highest usage rate among all age groups, at 32.5% and 26.9%, respectively. Alongside interest in slow aging, a movement has emerged, particularly among the 10s and 20s, where individuals strive to manage their health and bodies through consistent diets and exercise from a young age. It appears that health and fitness are now considered a form of "specification".

The Shinhan Card Big Data Research Institute expressed their fascination with the ability to gain insights into the interests of the 10s and 20s, who are emerging as the future's key consumer group, through the analysis of current consumption trends. They stated that they will continue to strive to provide services that meet the needs of customers through various trend analyses.

Website: http://www.shinhancard.com

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