Human-in-the-Loop 017
Oh, my feelings! The Feelconomy 037
Results on Demand: Zero-click 057
Self-Directed Preparation: Ready-core 075
Efficient Organizations through AI Transformation 095
Pixelated Life 121
Observant Consumers: Price Decoding 139
Widen your Health Intelligence 161
Everyone Is an Island: the 1.5 Household 179
Returning to the Fundamentals 199
Authors 218
저자소개
저자 : Rando Kim (김난도)
Rando Kim is a professor in the Dept. of Consumer Science (DCS), Seoul National University (SNU). As a specialist in consumer behavior and market trend analysis, he has written more than 20 books including Trend Korea series, Dining Business Trend series, Market Kurly Insight, The Hyundai Seoul Insight, Trend China, What Consumers Want, and Luxury Korea. He also wrote essay books, Amor Fati, Future and My Job, and Youth, It’s Painful which is sold three million copies in 17 countries. He has conducted research projects about consumer needs finding, new product planning, and market trend probing for Korea’s major companies like Samsung, LG, SK, CJ, Hyundai Motors, GS, LH, Amore Pacific, Lotte, Fursys, Nongshim, and Coway.
저자 : Miyoung Jeon (전미영)
Miyoung Jeon is a research fellow at CTC. She holds a BA, MA, and PhD in Consumer Science. Since 2009, she has co-authored numerous books, including the annually published bestselling series Trend Korea, as well as Trend China, K-Beauty Trend, Twenty-One Thirty-Nine , the Korean Food Industry Trend series. She previously worked as a research analyst at the Samsung Economic Research Institute and served as a research professor at Seoul National University. She is currently a columnist for Dong-A Ilbo’s ‘Trend Now’ section and serves on advisory committees for multiple organizations, including LG U+, Hana Bank, Hanwha General Insurance, Statistics Korea, the Seoul Metropolitan Government, and the K League. She collaborates with various companies on new trend-based product development and strategic planning.
저자 : Jihye Choi (최지혜)
Jihye Choi is a Research Fellow at CTC. She received her M.A. and Ph.D. degrees in Consumer Science from Seoul National University.
Her research interests include consumers’ adoption of new products, generational lifestyle analysis, product-user relationships, and disposal behavior. She also lectures on Consumer Trend Analysis at Seoul National University. She was a visiting researcher at Washington State University.
She is the co-author of several books, including The Hyundai Seoul Insight, Twenty-One Thirty-Nine, and the Korean Food Industry Trend series. She has led numerous consumer trend analysis and new product development projects with major corporations such as Samsung, LG, AmorePacific, SK, Coway, and CJ. Currently, she serves as the Chair of the ESG Committee at E-mart, an Advisory Member of the Public Relations Advisory Council, and a member of the Social Contribution Business Review Committee at Korea Hydro & Nuclear Power. She writes the column ‘Choi Ji-hye’s Trend Insight’ for The Korea Economic Daily and ‘Choi Ji-hye’s Trend Watch’ for Asia Economic Daily .
저자 : Jung Yoon Kwon (권정윤)
Jung Yoon Kwon currently works as a research fellow at CTC, SNU. She obtained her BA, MA, and PhD degrees in Consumer Science, SNU. She explored the intergenerational transmission of consumption styles in her PhD dissertation. She co-authored the books K-Beauty Trends , Korean Dining Industry Trends Series , and Twenty-One, Thirty-Nine. She has participated in many consulting projects with leading Korean companies such as Samsung and CJ, and she also serves as an advisor on various committees, including the National Smart City Committee.
저자 : Dahye Han (한다혜)
Dahye Han currently works as a research fellow at CTC. BA in Psychology, SNU and obtained both MA and PhD degrees in Consumer Science, SNU. Her research focuses on consumer behavior and consumer psychology, integrating data analytics with experimental design. She currently teaches undergraduate and graduate courses on Consumer Behavior at SNU. As a researcher, she has published papers in top 25% [Q1] SSCI and Scopus-indexed international journals, and was selected as a Next-Generation Scholar by SNU. She is also involved in industry academic collaboration projects with major Korean companies, including Samsung and LG.
저자 : Hyewon Lee (이혜원)
Hyewon Lee currently works as a research fellow at CTC. She obtained her BA, MA, and PhD degrees in Consumer Science, SNU. Her research interests focus on generation theory (age, period, and cohort effects), changes in consumer behavior due to technological advances, and cultural capital. It is based on insights gained while working at organizations including the Korean Publishers Association, Leader’sBook, and Kakao Page. She is a co-author of the the Korean Food Industry Trend series, K-Beauty Trend, and Future Trend Lab . She is a regular panelist on the TBN radio and contributes a trend column to The Exhibition Journal . She has lectured at Korea University and has served as a policy PR advisor for the Ministry of Land, Infrastructure and Transport. She conducts trend lectures for various corporations, public institutions, and libraries, and has led consumer trend projects for numerous companies.
저자 : Soojin Lee (이수진)
Soojin Lee, PhD in Consumer Science from Seoul National University, is a research fellow at CTC. She has conducted research on global consumer behavior as a visiting scholar at Purdue University and currently teaches International Business at Dong-A University. She has collaborated with major companies such as Hyundai and Samsung on future strategies based on consumer trend analysis. A recipient of the Best Paper Award from the Korea Financial Planning Association, she is also a frequent media commentator featured on major Korean broadcasting programs.
저자 : YouHyun Alex Suh (서유현)
YouHyun Alex Suh is Research Fellow at CTC and Lecturer at Seoul National University with a unique interdisciplinary background. She holds a Ph.D. in Consumer Science from Seoul National University, MS in Culture Technology from KAIST, and BA in Design from Central Saint Martins, London. Previous roles include Customer Experience Strategy at LG Electronics and Fashion Intelligence at AI startup Omnious. Research focuses on AI-driven consumer innovation, K-beauty global expansion, and Korean consumer behavior analysis for international markets. Has conducted strategic insight projects for Samsung Electronics, AmorePacific, CJ Group, and other major Asian corporations. Co-authored K-Beauty Trend , a comprehensive guide to Korea’s beauty market. The combination of art, technology, and business expertise with bilingual fluency provides distinctive insights on Asian consumer dynamics from both local and global perspectives.
저자 : Dahyen Jeon (전다현)
Dahyen Jeon holds a Ph.D. and an M.A. in Consumer Science from Seoul National University and currently serves as a research fellow at CTC. Her primary research explores consumer behavior in retail environments, with a particular focus on digital contexts. She investigates how emerging digital environments are reshaping consumer information acquisition and decision-making processes. She is a co-author of the Korean Food Industry Trend series and serves as a consultant for major corporations, including Samsung, Hyundai, and SK, on projects involving consumer trend analysis and new product development.
저자 : June Young Lee (이준영)
June Young Lee currently works as an associate professor at Sangmyung University. He received a doctorate degree in Consumer Science, SNU. He received ‘The Best Paper Award’ in the International Journal of Consumer Studies . He worked as a senior researcher at Life Soft Research lab at LG Electronics. He is a laboratory chief at the Consumer Research Center in Sangmyung University.
저자 : Hyang Eun Lee (이향은)
Hyang Eun Lee is an Executive Director at LG Electronics Home Appliance & Air Solution [H&A] Business Division. She holds a Master’s degree from Central Saint Martins in the UK and a Ph.D. in Design from Seoul National University.
At LG Electronics, she is responsible for product planning focused on customer experience [CX] innovation. Her work includes launching innovative products, discovering and managing new business models, establishing CX-based management strategies, and designing product and space services. As a professor in the Department of Service·Design Engineering at Sungshin Women’s University, she has conducted numerous corporate customer experience projects, bridging academia and industry. She is also actively engaged in research, publishing papers in top 25% [Q1] SSCI and SCIE international journals. As an expert bridging theory and practice, she has been writing a column titled “Lee Hyang-eun’s Trend Touch” for the JoongAng Ilbo since 2021.
저자 : Naeun Kim (김나은)
Naeun Kim is currently enrolled in a PhD program and works as a senior researcher at CTC. She earned her master’s degree in Consumer Science, SNU. Her master’s thesis is titled “A Study on Small Luxury Consumption Motivations and Consumer Typologies.” She is interested in analyzing new consumption phenomena in modern society and aims to conduct research that combines qualitative and quantitative approaches that can provide a rich interpretation of consumers’ hidden needs and influencing factors. She co-authored Twenty-One Thirty-Nine and K-Beauty Trend , and has been engaged in consumer trend discovery and strategic planning projects with a wide range of companies, including Samsung, LG and SK.
저자 : Jisoo Moon (문지수)
Jisoo Moon earned her master’s degree in Consumer Science from SNU and currently works as a senior researcher at CTC. Her master’s research explored how affordance in online shopping environments influenced consumers’ purchase intentions. She is deeply interested in consumer behavior and emerging trends. She has received multiple awards, including the first prize in a national startup competition. She also manages Trend Korea TV, a YouTube channel introducing emerging consumer trends.
Once confined to limited functions, AI now intrudes even into marital disputes, raising the fear: “Soon, there will be no work left for humans.”
But is this really true? At least for the foreseeable future, we don’ need to worry. AI’ results remain imperfect and can cause serious side effects, which is why human involvement is essential. This idea is called “human-in-the-loop” (HITL). Here, “loop” refers to the full process of a task, and HITL is the commitment that humans must intervene at some stage to enhance accuracy, add context, and inject ethical or creative judgment. It is not a passive notion of control but an active collaborative system where humans and AI combine strengths to achieve optimal results. - p. 18
This leads to the concept of “centaur talent,”a hybrid human-AI archetype. Inspired by chess champion Garry Kasparov, a centaur combines the uniquely human upper body creativity, critical thinking, ethical judgment, empathy, and communication with AI’s powerful lower body fast, large-scale data processing, pattern recognition, and idea generation. The upper human defines “what to do” and “why,” while the lower horse handles “how to execute.” - p. 34
Food delivery is following the same trend. According to a Baedal Minjok survey, 32% of users open delivery apps without knowing what they want to eat, mirroring the “Netflix syndrome” where viewers endlessly scroll without choosing. To address this, Baedal Minjok launched a ChatGPT-based recommendation service in March 2024. By analyzing user reviews, it suggests menus that fit particular moods or situations. For instance, if many users write: “I was stressed at work, so I ordered spicy tteokbokki on my way home,” the system learns this pattern and recommends spicy tteokbokki to others in similarly stressed-out situations. - p. 42
The rise of expressions like “microaggression”shows how easily modern people are unsettled by even the slightest unpleasant feelings. They are not only sensitive to negative emotions but also reluctant to express things that might provoke emotional discomfort in others. Instead, they prefer indirect expression, often through non-human subjects. For instance, social media has popularized videos where cute animals embody the everyday frustrations and anger people feel. - pp. 45-46
In contrast, AI-driven shopping shows no trace of this funnel model. When consumers purchase products directly recommended by AI, the step-by-step process from awareness to purchase disappears. The zero-click approach eliminates search, comparison, and selection stages. The moment a consumer feels a need (or sometimes even before) they are presented with an optimal alternative handpicked by AI. Platforms and companies predict what consumers want and deliver it first, shifting the center of consumption from the consumer’s “search capability” to the platform’s “suggestion ability.” - p. 60
This phenomenon transcends personal inclinations. A popular observation captures this perfectly: “These days, even P-types make plans.” The Perceiving personality types in MBTI ─ traditionally spontaneous individuals who adapt to circumstances as they unfold now embrace systematic planning. Contemporary life demands this transformation: securing reservations at trendy restaurants requires weeks of advance booking, while accessing festivals or performances necessitates strategic ticket battles. In this “reservation economy” where spontaneity becomes practically impossible, even naturally flexible P-types must cultivate preparatory habits. If such meticulousness applies to leisure activities, how much more critical does it become for life’s pivotal moments, like career development, marriage, and childrearing? The drive to minimize “failure costs” squandered time, emotional investment, and financial resources has evolved into a universal survival mechanism. - p. 78
Ready-core’s planning imperative extends beyond productivity into leisure itself. Contemporary “experience competition(경험 경쟁)” has rendered spontaneous enjoyment nearly obsolete. Summer festivals like Waterbomb, Psy Summer Swag(흠뻑쇼), and Pentaport Rock Festival epitomize “bloody ticketing” intense rushes to nab tickets that crash servers. Autumn’s Seoul World Fireworks Festival triggers immediate hotel bookings at premium viewing locations, while winter’s Christmas markets operate exclusively through reservation systems. For the ready-core generation, these aren’t mere entertainment options but essential tasks that require strategic preparation. Missing an event means waiting an entire year a cost no one will accept. - p. 81
A hallmark of AX organizations is that work boundaries are deliberately loose. Instead of belonging to a single department, members can participate in multiple teams at once and perform diverse roles. This cross-departmental move can be called “cross-positioning,” where individuals move across functions and projects. Affiliations are no longer defined narrowly as “someone from development” or “a marketer.” Instead, a person might divide time and capabilities across several initiatives for example, 60% in core product operations, 30% in a new business task force, 10% in future design projects. This allows organizations to tap into one member’s expertise from multiple angles. - p. 101
Modern consumers’ lives mirror this. Their pixelated life is built not on a single grand narrative, but on countless fragments of consumption, taste, travel, and even emptiness that eventually form a unique picture. In an age where everything is recorded, stored, and shared, each small pixel gains meaning.
Consumers in the pixelated life era are restless wanderers of experience. To meet them, brands must not aim to be destinations that end the journey, but flexible transit points within it. The challenge is to offer clear, attractive, and memorable “pixels” that consumers can carry with them, enriching the resolution of their lives. - p.137
In the past, if a product cost 1 million won, people simply considered whether they could afford it. Today’s consumers, however, dismantle the price structure, looking into production costs, distribution margins, and brand premiums, before deciding if it is reasonable and aligns with their values. Rational consumers once focused mainly on cost-effectiveness; now they are evolving into hyper-rational buyers who analyze what’s behind prices. This new behavior, known as “price decoding,” reflects the trend of consumers breaking down prices as if solving codes and using that analysis to guide their purchase decisions. - p. 140
Raising HQ is also seen as a personal investment in a competitive society. A Korea Research survey found that 9 in 10 adults believe “physical health plays an important role in improving individual competitiveness.” Health management is no longer viewed as self-sacrifice for others, but as a personal capacity that maximizes productivity and safeguards one’s assets for retirement. In this sense, health is both a lifestyle orientation and a strategic form of self-management. - p. 175
New household forms that can no longer be explained by the old dichotomy of a blood-bound family on one side and a completely independent individual on the other are quietly but rapidly spreading. This new way of living “lone together, together alone” is the 1.5 household. Healthy relationships balance individual autonomy (1) and social connectedness (0.5). Research shows wellbeing is highest when autonomy and connection coexist, and this is exactly the balance 1.5 households pursue: solidarity that supports, yet does not compromise, independent living. In this sense, 1 + 0.5 is a social equation for our time: more stable than being fully alone, lighter than a full community. - pp. 181-182
The National Museum of Korea in Yongsan-gu, Seoul, is crowded like never before. On weekends, visitors often wait about an hour and a half for parking. By the end of July 2025, cumulative visitors reached 3.41 million a 72% increase over the previous year with foreign visitors rising from 130,000 to 200,000. For the first time in 80 years, the museum is expected to surpass 5 million visitors. Sales of museum souvenirs, called “Mu:ds(뮷즈)” (a Korean portmanteau of “museum” and “goods”), are also breaking records. - p. 200
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