[Seomideum's Book Talk] The Era of 'Average Disappearance'... The Growing Importance of 'Trend Korea 2023'

Dr. Choi Ji-hye Participates in 'Trend Korea' Publication for 12 Years
Finds Reward in Feedback That 'Trend Korea' Helps Understand Different Generations
In an Era Where Trying to Be Loved by Everyone Means Being Loved by No One
Organizations Must Provide Foundations for Personal Growth Amid 'Office Big Bang' Changes

[Asia Economy Reporter Seo Mideum] ‘Value for heart, Untact, Meaning out, Newtro….’ These words, which have appeared and become widely used at some point, share the commonality of being keywords in the ‘Trend Korea’ series. The ‘Trend Korea’ series, published every year-end, has forecasted the next year’s consumer trends with roughly ten keywords, and such perspectives have sparked considerable empathy and impact. It gained ‘empathy’ from curious audiences and provided ‘insights’ to companies urgently needing consumer analysis.

Ahead of the Year of the Black Rabbit (2023), the keyword for ‘Trend Korea 2023’ was revealed as ‘RABBIT JUMP.’ It embodies the intention to make the coming year, predicted to see a deepening recession, a year to prepare for a higher leap. But what kind of analysis and interpretation process do these keywords undergo before coming into the world? We met Dr. Choi Ji-hye, a research fellow at Seoul National University Consumer Trend Analysis Center, who has participated in publishing more than ten editions so far. The following is a Q&A.

- You have already participated in the ‘Trend Korea’ series for over 10 years.

▲It has been 10 years since I was credited as a co-author of ‘Trend Korea,’ and if you include the time I participated as a researcher, it has been 12 years. Since the ‘Trend Korea’ series uses the zodiac animal of the year as the headline every year, it means I have gone through the 12 zodiac signs.

- ‘Trend Korea’ gathers attention every year upon publication. It seems to have a great impact. Do you feel that influence?

▲Thank you for saying it has a great impact. However, I understand that some people feel uncomfortable with generalizing diverse life experiences into ten words. Therefore, I always try to research with a humble attitude so that more people can empathize and receive business help.

- When do you feel a sense of fulfillment?

▲I often hear from lectures that people say, ‘I have come to understand our children.’ I feel the greatest fulfillment when I receive feedback that ‘Trend Korea’ helped them understand other generations. I hope ‘Trend Korea’ becomes an opportunity for people with different lifestyles to know and understand each other.

- The keyword ‘Disappearance of the Average’ explains that polarization and diversification have deepened in almost all areas such as economy, society, education, and culture. How do you foresee the impact and changes this phenomenon will have on our society?

▲As mentioned in the book, we must accurately recognize that the era of averages is ending and the era of individuality is coming. If you try to be loved by everyone, you will end up loved by no one. In this situation, the strategies to adopt would be one of the following three: the ‘either-or’ strategy that clearly chooses one side in the direction of the two extremes, the ‘ultra-polarization’ strategy that provides optimized utility to a minority group (sometimes even just one person), and finally, the ‘winner-takes-all’ strategy that builds an ecosystem (network) that competitors cannot imitate.

- With diversified interests, it seems increasingly difficult to predict trends. Do you think it will become harder to pinpoint trends as years go by?

▲Personally, I think about this question the most. When I lecture, I receive feedback simultaneously saying, ‘It seems like an already past trend’ and ‘Are there really people who live like this?’ This means the gap between generations and groups has widened, and there is less shared ground. It is the ‘disappearance of the average.’ In that sense, I think future trend research and outputs should be tailored to segmented markets. For example, ‘distribution trends,’ ‘senior trends,’ ‘housing trends,’ and so on. I believe ‘Trend Korea’ still plays a role in proposing keywords that can serve as a compass for many people preparing for the future as a popular book.

- As the term ‘Office Big Bang’ suggests, a major upheaval is happening in workplaces. What should organizations be concerned about?

▲The ‘individual’ is gradually rising within organizations. Especially the MZ generation values ‘whether I can grow’ more than improvements in work environments such as remote work or flexible hours. Therefore, it is important for organizations to provide a foundation where individuals can grow.

- Conversely, what should individuals be concerned about?

▲As working styles diversify and the boundary between work and hobbies blurs, there are more options to earn money. I think individuals need to consider how to turn these changes into opportunities rather than crises.

- Although ‘Office Big Bang’ was predicted as a trend, it seems that in some industries it might not apply as much.

▲Office Big Bang is a change limited to some office jobs and IT industries. While it is true that some IT companies, startups, and large corporations are leading this change and opening the trend’s path, I want to emphasize that it should not be interpreted as representing the entire labor market.