MZ Generation's 'Trend' Veganism, Reasons Behind the Craze [Hello? Animal]

Increase in Domestic Vegetarian Population...150,000 in 2008 → 2.5 Million in 2020
Many Choose Vegetarianism for Ethical Reasons Like Animal Rights
1 in 3 MZ Generation Members Practice Intermittent Vegetarianism

Recently, the number of people, especially among the younger generation, who pursue veganism has been increasing. The photo is unrelated to any specific expression in the article. Photo by Pixabay.

[Asia Economy Reporter Heo Midam] # Office worker Lee (28) started "intermittent vegetarianism" in the second half of last year. Intermittent vegetarianism means eating vegetarian meals two to three times a week or about one meal a day. Lee has designated every Monday and Friday as "vegetarian eating days," and he has meals consisting of tofu, sweet potato salad, and the like. He said, "I watched a documentary about animals last year. There was a scene where a duck was slaughtered, and I was deeply shocked. Although I knew the slaughter was done cruelly, seeing it directly on video felt different," adding, "I felt sorry for animals sacrificed for humans, which led me to try vegetarianism." He added, "Although I am not practicing complete vegetarianism, I plan to gradually reduce meat consumption."

As the trend of value consumption spreads mainly among the MZ generation (those born between the 1980s and 2000s), "veganism" is also gaining attention. Vegetarianism, once considered a minority culture, is rapidly spreading recently due to increased awareness of climate crisis and animal rights.

In particular, as more people demand veganism not only in food but in all areas of life, a new term "veganomics" has emerged. Veganomics is a portmanteau of vegan and economics, referring to the overall industry targeting vegans. Experts analyze that the increase in the vegetarian population is related to the improvement of animal rights awareness.

According to the Korea Vegetarian Vegan Association, the domestic vegetarian population, which was 150,000 in 2008, rapidly increased to 2.5 million last year. Accordingly, the industry expects the alternative meat market to grow significantly in the future. The US market research firm CFRA predicted that the global alternative meat market, which was about 22 trillion won in 2018, will grow to around 116 trillion won by 2030. Alternative meat refers to vegan foods made from plant-based proteins extracted from soybeans, mushrooms, wheat, etc., that mimic the texture, feel, and taste of meat.

Vegetarian diet. The photo is unrelated to specific expressions in the article. [Image source=Yonhap News]

The growth of the vegan market is related to increased interest in animal welfare. Vegan products do not require inhumane breeding and slaughtering of animals to obtain meat. In other words, vegan products contribute to animal welfare through "ethical consumption."

Especially among the MZ generation, interest in veganism is even greater. According to a survey conducted by University Tomorrow 20s Research Institute targeting 900 MZ generation individuals, 27.4% of respondents practiced intermittent vegetarianism, and 9.0% practiced continuous vegetarianism. In other words, one out of three MZ generation individuals, even if not fully vegan, seeks alternatives by reducing consumption of dairy, eggs, and meat and eating alternative meat.

Park (28), a second-year office worker living alone in Seoul, recently decided to become vegan. He said, "Since I live alone, I often order delivery food. Maybe because I ate a lot of spicy food, I felt my health was deteriorating, so I decided to try vegetarianism," adding, "By being vegetarian, I can take care of my health and contribute to animal welfare, killing two birds with one stone."

As more people choose vegetarianism, public perception is also changing positively. According to a survey on "vegetarianism" conducted by Trend Monitor targeting 1,000 adult men and women, 66.8% agreed with the statement, "These days, vegetarianism seems to be respected as a personal preference."

Experts analyze that as the pet population increases, more people are becoming interested in animal rights. Lee Wonbok, head of the Korea Vegetarian Union, said, "Just as the millennial generation is leading vegetarianism overseas in Europe and the US, veganism is spreading among young people in Korea as well," adding, "Especially in Korea, many people have pets. Living with pets reminds them of the preciousness of life and simultaneously makes them consider reducing meat consumption."

He continued, "Especially among the 2030 generation, many want to consume in ways that positively impact the environment and animals. In other words, interest in 'ethical consumption' is high, and opposition to animal cruelty is increasing."