"Alone Eating and Watching Movies" The Trend of 'Solo Leisure'?How Long Will It Last?

Companies Targeting Single-Person Households Launch Solo Meal Menus One After Another
Marketing Focused on 'Eating Alone' Expected to Remain Active Even After the Endemic

As one- and two-person households rapidly increase, the culture of 'playing alone' is spreading. The photo is not related to the specific content of the article. [Image source=Pixabay]

[Asia Economy Intern Reporter Lee Gyehwa] # A in their 20s, an office worker living in Seoul, has become comfortable enjoying meals alone. He said, "At first, when I ate alone, I felt awkward as if everyone was staring at me, but recently, there are many people eating alone, and as I got used to it, it actually became more comfortable. Eating alone allows me to fully concentrate and not worry about others."

The culture of 'playing alone,' such as eating alone, drinking alone, and watching movies alone, is spreading. As the number of single-person and two-person households rapidly increases, experts predict that the so-called 'hon-nol' (solo play) culture will accelerate.

Single-person and two-person households in South Korea are on the rise. According to the 2022 Administrative Safety Statistical Yearbook by the Ministry of the Interior and Safety (as of December 31, 2021), single-person households reached 9,461,695 (40.3%), surpassing 40% for the first time, and two-person households accounted for 23.8%. With single- and two-person households making up 64% of all households, it means that 3 out of 5 households are single- or two-person households. Additionally, data from the Ministry of Land, Infrastructure and Transport shows that the proportion of single-person households among youth households exceeded 60% as of 2020.

As the number of single-person households rapidly increases and the culture of 'playing alone' takes root, companies are also engaging in swift marketing. They focus on providing services for one person to target single-person households. Large coffee franchises like Starbucks and Hollys Coffee have increased bar tables and seats for one to two people. Ediya Coffee and Pascucci have launched single-person bingsu (shaved ice dessert).

Dining establishments are continuously releasing single-person menus. They offer menus that were difficult to eat alone, targeting single-person households and solo diners. Mr. Pizza introduced a single-person pizza menu at its buffet stores, and Pizza Alvolo launched personal pizzas. The jjimdak (braised chicken) brand Dujjim added a half portion of rose jjimdak for solo enjoyment, and Chaesundang launched a meal kit brand for solo diners and single-person households.

Some movie theaters have prepared single-person viewing seats for solo movie watchers. CGV installed partitions and created single-person seats, providing a service that allows viewers to watch without worrying about the person next to them.

Companies are focusing on providing services for single-person households to target this demographic. Photo is not related to the specific content of the article.

Local governments plan to offer 'Single-Person Household Cooking Practice Education' programs to promote healthy eating habits for single-person households. Additionally, Seoul City will continue to plan and conduct non-face-to-face education reflecting the characteristics of single-person households, many of whom are office workers.

However, there is also a view that eating and drinking alone among single-person households is not so much a culture but rather one of the unavoidable choices due to busy lifestyles that make it difficult to skip meals. Sometimes, ordering delivery food feels wasteful because of delivery fees, and there are occasions when one has to eat a meal or drink alone. B, a worker in their 30s, said, "These days, I’m busy and want to eat alone, but I feel self-conscious and sometimes get refused, so I check in advance if there is a seat and search for places suitable for eating alone."

Experts predict that the culture of enjoying activities alone will accelerate. Professor Lee Minjae of the Department of Global Business at Mokwon University said, "The social structure makes it awkward for many people to gather," adding, "The hon-nol culture is expected to continue developing even after the endemic phase." He continued, "If there was a sense of inhibition and discomfort when eating alone before, now, due to COVID-19, single-person seats have already been installed," and "especially, companies and businesses are actively providing services so that consumers do not feel inhibited."