Professor Kim Nando: "Next Year’s Economy Will Remain Sluggish... Must Have Sensory Awareness Like a Snake"

2025 Trend Korea Publication Press Conference
"Grandeur Disappears... Today Matters More Than Tomorrow"
Next Year's Consumer Trend Keyword: 'Snake Sense'

"I was born in the 1960s. I spent my youth during a period when South Korea was experiencing rapid growth. It was a time when one could sacrifice today for the sake of tomorrow."

Professor Kim Nando of the Department of Consumer Science at Seoul National University's College of Human Ecology said this while introducing his book at the press conference for the release of '2025 Trend Korea' held at the Press Center on the 25th. His words, which seemed like an unconscious confession, appeared to reveal the regret he harbored. Today's young people in Korean society live in a reality where it is difficult to feel the sweetness of growth as they did in their youth, which evokes a sense of sadness. Professor Kim explained that it has become an era where today is more important than tomorrow because it is hard to expect grandeur (about the future).

Professor Kim Nando, who has been publishing 'Trend Korea' for 17 years since 2008, said that this year he wrote the book's preface later than usual. While writing the preface, he put down his pen, looked up at the sky, and thought, "The grandeur has disappeared." This means it has become difficult to harbor grand dreams and hopes.

Professor Kim said, "Most economic experts expect the sluggish and frustrating economy to continue next year," adding, "The economy will neither improve rapidly nor face a sharp downturn like a financial crisis, so this frustrating trend will persist, making small and sensitive things more important." He said that many of the top 10 consumer trend keywords leading next year's flow reflect two elements: 'present-oriented' and 'small.' He then listed the top 10 consumer trends for next year as ▲Omnivores ▲#Aboha ▲Topping Economy ▲Facetech ▲Harmlessness ▲Gradation K ▲Material Attraction ▲Climate Sensitivity ▲Co-evolution Strategy ▲One Point Up.

He also proposed 'Snake Sense' as next year's keyword, derived from the first letters of the top 10 consumer trends in English. Professor Kim said, "Next year is the Year of the Snake, an animal with very sensitive and keen senses," emphasizing, "Since it will be a year when seizing opportunities is not easy, a sharp sense to capture new opportunities is necessary."

Professor Kim Nando said, "Initially, I chose 'Snake Magic' as a keyword to explore the possibility of surprising growth, but no matter how much I looked, it was difficult to expect such growth," adding, "Ultimately, we must discover detailed and small differences and find growth opportunities within them."

The first keyword of the top 10 consumer trends, 'Omnivores,' means omnivorous. Professor Kim explained, "There is an increasing number of consumers with very diverse cultural tastes, like those who enjoy classical music as well as idol music and songs by Lim Young-woong," adding, "It refers to those who consume very freely, not following the typical traits of the groups they belong to."

'#Aboha' is a slightly modified concept extending from 'So-hwak-haeng' (small but certain happiness), which Professor Kim proposed in 2018. It is an abbreviation of 'Aju Botong-ui Haru,' meaning a very ordinary day?just being able to spend a normal day without good or bad events is enough.

"The concept of So-hwak-haeng has spread too much, losing its essence and causing excessive fatigue. Originally, So-hwak-haeng was not about showing off, but the obsession with displaying happiness grew, and there is a strong tendency to break free from that obsession. We named this attitude toward life '#Aboha.' It means a flow where the compulsion to be happy in So-hwak-haeng is removed, and people focus more on themselves."

Professor Kim also expressed concern that #Aboha is a controversial trend. "Looking at the background of #Aboha's emergence, I feel our society is losing vitality. Because it has become difficult to dream of grandeur, people tend to be faithful to today and seek satisfaction in small daily routines. I am very worried that young people might be losing their ambition to work harder and have a better tomorrow."

Topping Economy means that, just as toppings are important on pizza, decorating oneself has become important. Professor Kim mentioned the example of Crocs, once synonymous with ugly shoes, gaining popularity through Jibbitz decorations, explaining that the new trend is not 'Kku-an-kku' (effortless style) but 'Kku-kku-kku,' meaning decorating repeatedly and elaborately.

At some point, Tayo buses became very popular among children in Seoul. Faceto-off refers to the trend of making products feel as human as possible, like putting a human face on an inanimate machine.

Professor Kim said, "The economy is important, but technology ultimately brings fundamental changes, so every year, one of the 10 keywords is related to technology," explaining, "This year, we chose Facetech."

Harmlessness reflects the trend of preferring small, cute, and pure things that do not harm oneself, like the recently popular Hatchuping. Professor Kim explained, "As grandeur disappears and social conflicts intensify, love for harmless things grows."

Gradation K refers to the trend where it is increasingly difficult to distinguish what is Korean. It means that Korean and non-Korean things cannot be clearly separated like cutting tofu, and even among Korean things, there can be a wide spectrum. Professor Kim explained, "The OECD classifies a country as multiethnic if the foreign population exceeds 5%. Korea has already surpassed that standard."

Material Attraction means the appeal of tangible products, like how people feel better receiving cash in an envelope than a salary sent online. Professor Kim said, "When people feel the materiality, the possibility of impulse buying increases," adding, "Companies are increasingly trying to let consumers feel the materiality of products."

Climate Sensitivity literally means that climate is becoming an increasingly important factor in consumption, and Co-evolution means that in today's highly interconnected economy, companies must grow through collaboration.

Professor Kim explained that modern times are an era where concerns about individual careers have grown. The concept of a lifelong job has disappeared, and the importance of self-development has greatly increased. He also said that the concept of self-development has changed from the past. In the past, self-development meant completely remodeling oneself, but nowadays, it has changed to developing just one thing that is absolutely necessary for oneself, and this trend is called One Point Up.