Millennial Generation Chooses Vegetarianism for 'Meaning Out'
Estimated Over 1.5 Million Vegetarians in Korea
Vegan Burgers, Cruelty-Free Products... Dining and Beauty Industries Also Aim for Vegan
Experts: "Influence of SNS and More Active Opinion Exchange"
[Asia Economy Reporter Kim Gayeon] # Office worker A (27) recently decided to start intermittent vegetarianism. This decision came after watching a documentary about the processed meat manufacturing process. A said, "The documentary I watched included claims not only about the importance of animal rights but also that the capitalist logic of large corporations has created a culture that forces meat consumption," adding, "It is difficult to become a complete vegan suddenly, but I thought it would be good to aim for vegetarianism."
As awareness of animal rights has increased recently, the number of millennials in their 20s and 30s (born from the early 1980s to early 2000s) in Korea who aim for vegetarianism is also growing.
With the spread of veganism, many people practice intermittent vegetarianism for a set period even if they are not complete vegetarians. Veganism refers to a dietary habit and philosophy of not consuming animal products for various reasons. It also encompasses avoiding products tested on animals and refraining from consuming animal-derived products.
According to last year's vegetarian community 'Korea Vegetarian Union' (KVU), the domestic vegetarian population is estimated to be over 1.5 million. The Korea Vegetarian Union analyzed that if the number of people who prefer or aim for vegetarianism is included, the domestic vegetarian population would be much larger.
This consumer behavior is also considered a characteristic of the millennial generation. Professor Kim Nando of Seoul National University mentioned 'Meaning Out' as this year's trend in his book 'Trend Korea 2018.' Meaning Out is a coined term combining 'meaning' and 'coming out,' referring to the act of expressing one's political and social beliefs through consumption.
Consequently, many brands are promoting veganism in line with consumer trends. Lotteria launched the first plant-based burger in the domestic franchise industry in February. The beauty industry is also following the trend of 'vegan beauty' by releasing vegan cosmetics made from plant-based ingredients and 'cruelty-free' products that do not conduct animal testing.
On the other hand, there are voices criticizing vegetarianism. Some argue that it is hard to understand eating meat substitutes that taste like meat while aiming for vegetarianism, or that forcing vegetarianism is uncomfortable.
Netizens have responded on SNS and online communities with comments such as, "If you say you have to be vegetarian, why eat meat substitutes that imitate meat?", "Isn't it just picky eating disguised as veganism because it's embarrassing?", and "If you want to be vegetarian, do it alone, so why criticize others who eat meat?"
Experts analyze this phenomenon as arising from people with similar views interacting through SNS and other platforms.
Professor Lee Eunhee of Inha University's Department of Consumer Studies said, "It is more due to the influence of the internet than millennials being particularly righteous," explaining, "It has become easier to create content about what one believes is right or just and exchange opinions. As opinion exchanges have become more active, the spread has increased, and more people have followed than before."
However, Professor Lee expressed concerns that some vegetarian movements might "damage the purpose through their process." He pointed out, "The movement itself cannot be considered bad. It is good to raise issues about animal testing or cruel slaughter and abuse, but protests inside or near someone else's business premises can be problematic."
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