[The Rise of the 2030 Golini ①] Golf Plus Social Life: "Enjoyment Beyond the Score"

Communication, Healing, and Flexing Through Golf
Over 350,000 "#Golini" Posts on Instagram
Im Haeun, Former Miss Korea Seoul Runner-up: "Good People and Green Grass Are the Best"

Im Haeun, who was the 2017 Miss Korea Seoul winner, became a full-fledged "golini" last year, starting golf seriously. She communicates by posting her daily life on the field on social networking services (SNS). She has about 21,000 followers on Instagram.

[Asia Economy, reporter Noh Wurae] "2030 Golini."

This is a term that has recently attracted attention in the golf industry. It is a newly coined word that compares golf beginners to children (golf + child). Due to the global spread of COVID-19, "golini" are emerging as a new power group. This is because overseas travel is not possible, and indoor sports activities are restricted. They are showcasing their value through relatively safe outdoor rounds. This article analyzes the trends of beginner golfers in their 20s and 30s in a series.

Im Haeun (29), who was the 2017 Miss Korea Seoul runner-up, is a representative "golini." She is an influencer involved in modeling and the fashion business. She also holds certifications in Pilates and yoga. She was first introduced to golf as a general education course in college, and since July last year, she has become deeply immersed in its appeal. "I started playing golf seriously last year," she boasts, adding, "I go out on the field with a close friend." She plays three to four rounds a month, and her personal best score is 97.

Now, she has become an avid advocate of golf. Im Haeun commented, "These days, the negative perception of young people playing golf seems to have faded a lot." She explained, "Golf is not a competition with others, but a battle with oneself," and added, "Above all, I love healing while looking at nature." She continued, "It's the best to walk on green grass with good people," and said, "It's also fun to match golfwear with friends and take photos."

She actively uses social networking services (SNS), especially Instagram, to motivate herself and communicate with many people. She has about 21,000 followers. She also runs a personal channel and occasionally does live broadcasts. Most of her posts are golf-related. "I upload photos and swing videos," she said, "posting pretty shots and scenes of dynamic swings." When she first started golf, she equipped herself with a full set from a high-end brand.

Currently, her set consists of a Ping Golf driver and putter, and XXIO irons. She hopes to have a more segmented club setup. Her driving distance is about 160 to 200 yards. Her goal is to break into the 80s in scoring. She takes lessons once or twice a week. YouTube is also a good teacher for her. "My lesson pro told me to watch a lot of videos of Rory McIlroy, who demonstrates the textbook swing," she said. Im Haeun's SNS reveals her passion for golf.

On Instagram, there are about 350,000 posts with the hashtag "golini." As COVID-19 has limited indoor sports activities, golf has become an alternative. Golf is characterized by being played outdoors with a small number of people. It is relatively less risky during the COVID-19 era. The 20s and 30s generation, who have become familiar with golf through screen golf and similar experiences, are at the center of this trend. They are used to sharing their leisure activities with others through SNS. Golf is seen as a form of self-expression.

Last year, the domestic golf population increased by about 460,000 compared to 2019, reaching 5.15 million, and the annual number of golf course users was around 40 million. According to a population profile analyzed by Golfzon, 65% of new golfers with less than three years of experience are in their 20s to 40s. The influx of people in their 20s and 30s is particularly noticeable. The new entry rate, which was 10.5% in 2020, rose to 12.7% in 2021. The trend of growth in the golf market and the expansion of golf participation among the 20s and 30s generation is expected to continue.