“I’m Done with What Everyone Else Likes”: Consumers Spend on Small, Certain Pleasures

“I’m done with what everyone else likes.” That attitude is shaping a new pattern of consumption in South Korea, where people are choosing small pleasures that fit naturally into daily life instead of chasing the latest trend.

The interests range from decorating diaries and reading books to “morning raves,” in which people put on headphones and enjoy music at the start of the day. These hobbies generally require less time and money than major leisure activities, but consumers are still willing to open their wallets for products that express their individual tastes.

The shift is also making personal interests more finely divided. Retailers are responding by broadening their product lines to include stationery, reading accessories and fashion items connected to specific hobbies.

A survey by Embrain Trend Monitor of 1,200 people aged 13 to 59 across South Korea found that 78.8% agreed they wanted to spend more on what they truly liked than on things favored by many people. The findings point to consumers placing greater value on their own pace and interests than on keeping up with fashion.