Yeon Hyun-joo, CEO of Lifestyle Research Institute, Launches Hobby Classes for 5060 Generation
Yeon Hyun-joo, the head of the Lifestyle Research Institute, is currently deeply immersed in the joy of dancing. She is learning 'Hula,' the traditional dance of Hawaii. While it is a personal interest, it is also for the hobby platform 'Uri Class' recently launched by the Lifestyle Research Institute targeting people in their 50s and 60s. The purpose is to personally experience the hobby education that will be offered through Uri Class. Although the Lifestyle Research Institute operates the cleaning service 'Cleaning Research Institute,' and hobby education for the 50s and 60s might seem unrelated at first glance, Yeon’s experience is reflected in this venture. We heard more details from her.
On the 13th, Yeon said, "While running the Cleaning Research Institute, I became interested in the lives and daily routines of cleaning managers in their 50s and 60s and heard many of their voices," adding, "I thought there was a need for hobby classes that make seniors’ leisure time more comfortable and enjoyable." More than 100,000 cleaning managers are registered with the Cleaning Research Institute. About 70% of them are in their 50s and 60s, making this the largest age group. She explained, "After talking with many cleaning managers, I found that most were taking one or two liberal arts classes while working and wanted more diverse classes." This is why a company providing cleaning services launched hobby classes for the 50s and 60s.
The market outlook is bright. According to 'Changes in Online Consumption Behavior by Generation and Implications' by Hana Financial Research Institute and 'Credit Card Payment Data' by Meritz Securities Research Center, the number of e-commerce payers in their 50s and 60s is nearly doubling every year, and over 80% are willing to invest money and time in hobby activities.
Since Uri Class targets the senior generation, it is mainly conducted through offline lectures. It is also easy to recommend classes to acquaintances who want to join. Yeon said, "People in their 50s and 60s place great importance on leisure time spent with friends, spouses, and family," adding, "During the pilot service period, a high proportion of participants took classes with family members or were registered by children for their parents."
Currently, Uri Class consists of 53 classes in various fields such as crafts, art, music, coffee and tea, alcoholic beverage tasting (whiskey, wine), travel, and dance. New classes such as yoga, Pilates, water leisure, billiards, coffee, and rattan crafts will be added this month. The goal is to secure about 500 instructors and open 1,000 classes by the end of the year. Yeon said, "Compared to other generations, the 50s and 60s have relatively fewer leisure services, so we will take the lead in providing new learning opportunities and playgrounds, as well as various enjoyable experiences that can be shared across generations."
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