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Silver Generation (55+) |
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New Elder Generation (45-54) |
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386 Generation (35-44) |
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Kidult Generation (25-33) |
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Youth Generation (15-23) |
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A generation entering their twilight years with
their purchasing power unencumbered by children. |
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Born in the 1940¡¯s, they are overwhelming
concerned about life after retirement, their health, and spending their
pension income wisely. |
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They are family centered; catering to their
children and taking care of their
grandchildren. |
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They spend their free time exercising (mainly
golf and mountain hiking). They eat mostly at home, preparing their own
meals. |
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The female is the gatekeeper. She is the one who
makes all of the purchasing decisions. |
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A generation that experienced difficult times;
made sacrifices and devoted themselves to postwar reconstruction of Korea. |
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Born in the 1950¡¯s, they are concerned about
university expenses for their children, their health, and the economy. |
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Usage rate of digital communication products
like the Internet and cell phones is increasing as this generation tries to
catch up. |
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This generation is enjoying sports with their
spouse (swimming, tennis and climbing). Unlike the old times when parents provided for their
children, they are more interested in planning for their own future. |
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They still eat most of their meals at home, but
sometimes enjoy eating out at traditional Korean restaurants. |
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The main consumer in the family is still the
female; all communications and decisions revolve around the female. |
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A generation that was in their 30¡¯s when this
term was coined, attended university in the eighties, and were born in the
sixties. |
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This generation has experienced unique
historical transitions: industrialization, democratization and the free
flowing information age. This generation will control Korea for the next 20
years, they are the biggest block of consumers and they tend to behave
almost like a herd. |
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They are most concerned about funding their
children¡¯s education, their health and setting up a retirement plan. |
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They value devotion and teamwork. The role of
the father is changing. Self-esteem is very important. |
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They enjoy being with their children, pursuing
personal hobbies (such as traveling) and a sense of accomplishment from
their work. |
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Shopping has become a form of family
entertainment. This generation is concerned with their social status and
public perception. |
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They eat most of their meals outside of the home
at restaurants. |
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A generation born after the late 70¡¯s, brought
up in an age of interactive communication and able to spend more time on
leisure activities. |
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They grew up while Korea enjoyed an economic
boom and enjoy shopping and traveling. They are very preoccupied with
getting married. |
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Unlike the 386 generation, they mostly prefer to
be left to their own devises. They have their say in cyberspace. They are
individual dreamers, but still somewhat in line with their elders. |
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Quality time with their family is important.
This generation spends a lot and are fashion and brand conscious. |
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A generation that is more emotional, more open,
and more accepting of diversity; however, they are under a lot of pressure
to conform. |
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They feel their future is somewhat uncertain.
Obtaining admission to a respectable university is their highest priority. |
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They value their peer groups and |
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are constantly communicating through the digital
world. |
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They are early adopters. They want to be
differentiated from others, so they quickly absorb new trends and fashions.
They have relatively low brand loyalty. |
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For more information about the Korean Market,
please contact: |
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The U.S. Agricultural Trade Office |
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Seoul, Korea |
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atoseoul@usda.gov |
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www.atoseoul.com |
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Notes