"Do You Know What Chinchin Form Is?" Trend Keywords Selected by Generation Z Revealed

KT Holds 'Y Trend Conference' with University Students
Announces Trend Keywords... Reflecting in Business and Marketing

Dopamine, Persobi, AI-jak, Geungsaeng, Chinchinform. These may sound somewhat unfamiliar, but they are the top 5 trend keywords chosen by university students this year.

On the 19th, KT revealed the trend keywords selected by Generation Z at the '2024 Y-Trend Conference' held at KT Gwanghwamun Building EAST.

The Y-Trend Conference is an event where KT’s university student marketing supporters, 'Y Futurists' (100 members), collaborate with the Generation Z trend research institute 'Daehaknaeil 20s Research Institute' to present Gen Z trend keywords and marketing ideas.

The Y Futurists, together with Daehaknaeil 20s Research Institute, selected five interest categories for Gen Z: space, consumption, campus, content, and platform, and announced related trend keywords.

'Dopamine' is a word that captures the trend of Gen Z enjoying reading in various spaces. It moves away from reading quietly in one place and refers to reading in specific locations to seek complex fun and experiences that satisfy dopamine.

'Persobi' refers to the behavior of Gen Z focusing on consumption to find their external personality (persona) as perceived by others. Persobi is categorized into inside consumption, which confirms one’s identity, and outside consumption, which displays one’s tastes.

'AI-jak' is a keyword selected to highlight the trend of university students receiving help through various artificial intelligence (AI) services when starting something new. University students say they use not only ChatGPT but also various AI services tailored to specific situations to get assistance.

'Geungsaeng' expresses the mindset of Gen Z trying to positively transform difficult realities, following keywords like 'Gotsaeng' (striving for self-development) and 'Getsaeng' (considering mindfulness).

'Chinchinform' is a compound word combining 'chinhan chingu' (close friends) and 'platform.' It points to the trend of communicating through platforms accessible only to close friends instead of public social networking service (SNS) platforms.

The keywords selected by Y Futurists are actually reflected in KT’s business and marketing. Last year’s revealed keywords, 'Zero Calorie Campus' and 'Z-ourney,' were incorporated into KT Y brand pop-ups and telecommunication benefits. Getsaeng and Jamtech were introduced in the Y Box application (app) and KT membership benefits.

This year’s trend keywords can be checked in detail through KT’s young target brand 'Y' SNS channels and Daehaknaeil 20s Research Institute’s online channels.