Kim Ran-do, a professor of consumer science at Seoul National University, speaks during a press conference held to promote his latest book, "Trend Korea 2025," in central Seoul, Wednesday. Courtesy of Miraebook

The cover of "Trend Korea 2025" by Kim Ran-do et al. / Courtesy of Miraebook

Several years ago, one buzzword took Korea's younger generation by storm: “sohwakhaeng.”

Translated as “small but definite happiness,” it symbolized a refreshing escape, suggesting people find joy in simple pleasures amid a society weighed down by relentless competition, soaring housing prices and limited job prospects.

However, over time, the pursuit of these everyday delights began to stray from its original intent.

“Among young people, ‘sohwakhaeng' gradually became something to subtly show off — photos of small luxury items, a one-time omakase dinner or a quick trip to Tokyo, often tagged with #smalljoys,” Kim Ran-do, a professor of consumer science at Seoul National University (SNU), said, Wednesday.

“As a result, we're witnessing the rise of a new trend: ‘happiness fatigue.' Many are now struggling with the pressure to constantly feel — and prove — that they are happy with ‘the little things in life.' They want to break free from the burden of having to display their happiness.”

The professor went on to describe this shifting mindset as the pursuit of a “very ordinary day,” where nothing exceptional ever happens. This attitude idealizes uneventful, introspective moments that are not worth being flaunted. It's a response to the prolonged economic slowdown, which discourages conspicuous consumption, and the growing uncertainty faced by a generation with dwindling prospects for upward mobility.

Kim's remarks came during a press conference where he unveiled his latest book “Trend Korea 2025.”

Since 2008, he and his team at the SNU Consumer Trend Center have been publishing annual reports, offering insights into the country's changing socioeconomic and consumer trends through 10 keywords. Beginning in 2020, the team also began releasing an English edition under the title “Consumer Trend Insights.”

Another key term from the book characterizes today's consumers as “omnivores,” highlighting the remarkable diversity in their cultural tastes and behaviors. Consumers are no longer bound by traditional expectations associated with their age, gender or income level.

Consider a high school entrepreneur or a couple in their 40s with a kindergartener, for example; both may engage with a wide range of products and experiences that defy conventional categorizations.

“This means that traditional market segmentation — dividing your target market into approachable groups based on typical demographic and socioeconomic factors — has become ineffective,” he noted. The professor stressed that the ability to analyze and refine the target audience has become more important than ever, in lieu of mass marketing.

“Trend Korea 2025” features eight other timely keywords, including what Kim refers to as “Gradation of K-.”

“It's becoming increasingly difficult to define what we call Korean culture,” he remarked, citing cases like KATSEYE, a multinational K-pop girl group with a majority of non-Korean members, “Broker,” a film with a Korean cast and a Japanese director, and Korea's rising export of halal food products.

“Rather than debating what is or isn't ‘Korean,' we should focus on the diverse shades of ‘K-' that can enrich the market and the cultural landscape.”