"Make the Most of Today"... MZ Generation Hooked on 'Gat-saeng Salgi' [Heo Midam's Youth Report]

7 out of 10 MZ Generation Say "Even Small Achievements Are Meaningful"
Experts Say "Future Anxiety Influences the 'Gat-saeng' Trend"

Posts with the hashtag #GatSaeng. Photo by Instagram screenshot.

Editor's NoteHow is your youth remembered? From teenagers to college students and office workers, we deliver the joys and sorrows, worries, and laughter unique to 'youth.'

[Asia Economy Reporter Heo Midam] # Eunji Oh (28, pseudonym), a third-year office worker, starts her day every morning at 5 a.m. After waking up, Oh does simple stretching and meditation, then organizes her tasks for the day in a diary. After work, she immerses herself in hobbies such as Pilates and reading. She said, "I try not to waste time," adding, "If I only work without hobbies, I get caught up in work and have no time to enjoy the leisure of daily life. So I deliberately make time to find my own life."

Recently, a 'Gosaeng' craze has been sweeping mainly among the MZ generation (Millennials + Generation Z). 'Gosaeng' is a compound word combining the English word 'God' and the Chinese character 'Saeng (生)' meaning life, referring to a life lived doing one's best every day. This trend seems to reflect the MZ generation's tendency to boldly invest in self-management and their high desire for self-realization.

Recently, on social networking services (SNS) and YouTube, posts certifying 'Gosaeng' lifestyles have been continuously appearing. Especially on Instagram, posts tagged with '#Gosaeng' exceed about 33,000, gaining great popularity among young people. Netizens mainly upload photos of themselves waking up early, exercising, or studying.

A representative example of living a 'Gosaeng' life is the 'Miracle Morning.' Miracle Morning means waking up early to spend time on self-development activities such as meditation, reading, exercise, or studying. The characteristic of Miracle Morning is spending uninterrupted, fully personal time before starting the day. Other examples include exercising for 30 minutes daily, writing a diary weekly, taking supplements, and creating small personal routines to maintain healthy habits, which are the core of 'Gosaeng.'

Photo by Getty Images Bank.

This craze reflects the MZ generation's desire to make the most of today rather than worrying about an uncertain future. Also, with the spread of COVID-19 limiting face-to-face activities and interactions, an atmosphere has formed where people can fully focus on 'themselves,' which has influenced this trend.

The 'Gosaeng' craze among young people is also confirmed by statistics. According to a survey conducted last year by the University Tomorrow 20s Research Institute targeting 900 MZ generation members, 77.2% of respondents said they have routines they try to practice daily. Additionally, 70.3% said that even small achievements have great meaning in their lives.

Recently, companies have also been actively utilizing the 'Gosaeng' trend. Lotte Cinema started a 'Gosaeng Challenge' event from the 20th, where participants watch movies and record their experiences. This event was launched by Lotte Cinema's university student supporters group 'Carrot,' analyzing recent trends.

Naver also jumped on the 'Gosaeng' craze by running a 'Weekly Diary Challenge' since last month. Participants write a blog post once a week and receive prizes through a lottery. Previously, in May last year, Naver held the 'Today Diary Challenge,' where participants wrote short daily diary entries on their blogs for two weeks. At that time, the MZ generation accounted for more than 80% of all participants.

Meanwhile, last year GS25 assigned its employees in their 20s and 30s to the 'Gosaeng Planning' project. The employees not only developed new products targeting the MZ generation but also actively participated in design and marketing tasks. GS25 also set up a Gosaeng Planning Office pop-up store in Seongsu-dong, Seoul, last May, targeting the MZ generation.

Experts analyze that anxiety about the future has influenced the young generation's 'Gosaeng' craze. Professor Lim Myungho of Dankook University's Department of Psychology said, "The social atmosphere is competitive, and it is difficult to gain a sense of accomplishment," adding, "Ultimately, the 20s and 30s generation, cornered, tries to keep attempting something. Even small plans, when achieved, can reduce anxiety about the future and build confidence."