'Trend Korea 2023' author gives insight into must-haves and dos

In Korea, there is one particular book series that always makes its way to the bestseller shelves of local bookstores like Kyobo at the end of each year. The “Trend Korea” series, which was started by a group of consumer studies experts at Seoul...

The cover of ″Trend Korea 2023″ (2022) [SCREEN CAPTURE]

In Korea, there is one particular book series that always makes its way to the bestseller shelves of local bookstores like Kyobo at the end of each year.

The “Trend Korea” series, which was started by a group of consumer studies experts at Seoul National University in 2008, attempts to analyze and predict the biggest consumer trends and strategies for the following year.

“Trend Korea 2023” landed on bookshelves in early October and, as usual, is proving popular among readers. The book currently sits at No. 3 on Naver’s overall popular book rankings.

One of the authors, Jeon Mi-young, gave some insight into what to expect in 2023 via a lecture at Design Salon Seoul 2022 last week, an annual design conference, at Coex in southern Seoul.

The lecture was under the book's key theme “Rabbit Jump,” an acronym to introduce ten different concepts. Jeon explained that it represents the fact that 2023 is the year of the rabbit and is based on one of her favorite adages, which translates to “the cunning rabbit digs three secret tunnels to hide in.”

“Because we do not know which crisis will arise, we need to be fully prepared like the rabbit in the saying, who wisely digs three tunnels in advance,” Jeon said. “By doing this can we overcome any obstacle.”

The following are some notable motifs from Jeon’s overview, “so that you won’t have to read the actual book,” she joked. “If you have the book, put it back on the shelf. If you’re planning to buy it, don’t.”

Some samples from local cosmetic brand Tamburins's that are sold on its website are temporarily out of stock. [SCREEN CAPTURE]

Cherrysumers

This theme is a compound of “cherry” and “consumers,” the former deriving from the term “cherry picker,” or someone who picks the best for themselves.

In marketing, a cherry picker refers to consumers who won't purchase items unless they are offered at a discount or as part of an event.

“They break up their consumption patterns,” Jeon said. “For example, younger consumers these days will not buy expensive wine as an entire bottle, rather they will buy it in glasses because it’s much cheaper, and they still get a chance to taste that luxury.”

Some examples of brands that have adapted marketing strategies that target cherrysumers are wine shops like Hyundai Department Store’s Wine Works or Vinebox, the latter offering an online monthly subscription service for glasses of wine.

“One brand that I really like is Tamburins, a cosmetics brand that’s famous for its hand lotions and hand sanitizers,” Jeon said. “One of the reasons it surged in popularity is because of its samples. You can order sample kits through its website starting at 3,000 won [$2.30] and the packaging is gorgeous. From the customer’s point of view, it’s like you’re getting a present, and this eventually leads them to buy the actual product later.”

Local fashion brand Ader Error's fitting room in its Sinsa-dong store in southern Seoul is customized like a karaoke room. [ADER ERROR]

Offline Entertainment

If the pandemic taught the world that we are capable of working from home, it also helped people realize how much they missed the offline experience.

“Did you know that people these days go to museums on dates? It’s probably because people have been unable to travel overseas as often,” Jeon said. “The National Museum of Korea [in central Seoul’s Yongsan District] is especially a hit because of its Quiet Room of Contemplation.”

It’s not just because of the two Pensive Bodhisattva on view, but because of the room’s mood.

“The room itself is 130 pyeong [429 square meters], and people frequently visit the room because they get immersed in the intense atmosphere it holds,” Jeon said. “It draws people to the room. That’s it!”

Another example is fitting rooms for fashion brands’ stores or boutiques, with Jeon likening such spaces to magazines, in that “the space must be aesthetically pleasing to attract more visitors.”

Fashion brands have been customizing their fitting rooms like a set for a certain concept. Salty Pebble created an elevator room in its pop-up store at Hannam-dong, central Seoul, last year, and Ader Error’s fitting room in its store in Sinsa-dong, southern Seoul, is a replica of a karaoke room.

These brands have succeeded in encouraging customers to take selfies, which they then post on social media.

Actor Han So-hee, left, and singer Taeyeon sported kitschy princess-themed children's plastic jewelry. [SCREEN CAPTURE]

Peter Pan Syndrome

“I personally think Korea is turning into Neverland,” Jeon said. “No one wants to get older, right? These days I feel that society as a whole has gotten extremely younger. Take, for instance, adults doing the things children used to do. Try visiting the Seokchon Lake [in southern Seoul’s Songpa District], and what do you see? A huge inflatable rubber duck with excited adults surrounding it.”

Another example from the past year is how a lot of celebrities donned children’s princess-themed jewelry, which sell for 1,000 won at local dollar-store franchise Daiso. Late last year, actor Han So-hee wore plastic earrings and a necklace for her birthday. Sales of the items doubled the following month, according to Daiso.

Singer Taeyeon of Girls’ Generation, a cast member on tvN’s variety show “Amazing Saturday” (2018-), also sported the kitschy nostalgic look, which contributed to the trend lasting well into this year.

“Aim for younger, more cheerful marketing,” Jeon advised. “That’s what people enjoy and want.”

BY SHIN MIN-HEE [shin.minhee@joongang.co.kr]