Youth Spirit and Other Advisory Group in Their 20s Define
'2025 College Student Trend Keywords'
Utilized for Developing Products and Services Targeting People in Their 20s
LG Uplus announced the '2025 University Student Trend Keywords' on the 18th, which explores the tendencies and characteristics of people in their 20s.
First, the lifestyle keyword for people in their 20s is 'Healthy Dopamine (Healthy+Dopamine).' It is a trend of filling life with healthy and beneficial dopamine instead of 'Maeppamin (spicy taste + dopamine).'
Instead of eating stimulating foods, running along the Han River and drinking beer at baseball stadiums rather than pubs are representative examples. In fact, over 70% of major running app users are in their 20s.
In terms of consumption behavior, the keyword representing people in their 20s is 'OIY (Order It Yourself).' It means they do not hesitate to spend money on customized products tailored to their own tastes.
Creating unique products that match their preferences within set options has high rarity, making it an important factor in value judgment for people in their 20s.
From the perspective of artificial intelligence and technology, the keyword selected is 'A-grade ISTJ Team Member.' ISTJ is a personality type from the MBTI test, characterized as Introverted (I), Sensing (S), Thinking (T), and Judging (J). It reflects the desire for AI technology that, like a friend, does not approach first but offers appropriate advice when needed.
The keyword for play culture is 'Jamyaepicker (fun story + Picker).' 'Jamyae' is a newly coined term meaning 'fun story,' and a Jamyaepicker is someone who places great importance not only on cost but also on fun when making decisions.
A representative example is the 'Random Friendship Trip.' It is a game where a dart is thrown at a map to decide the travel destination, maximizing fun from the selection process regardless of cost.
In interpersonal relationships, 'Favorship' was chosen. It is a culture where people actively seek affiliations centered on their favorite interests rather than socially assigned groups.
The keyword for social networking services (SNS) is 'Text Prosumer.' A prosumer is a combination of producer and consumer, referring to consumers who actively participate in product development rather than just consumption.
Based on these trend keywords, LG Uplus has set the 2025 youth operation direction as the 'All-rounder Class President,' equipped with solid fundamentals, reasonable prices, flexible communication with customers, ethical management, and social contribution.
The All-rounder Class President is a character that is approachable yet possesses the charm of a versatile character. It reflects the characteristics of people in their 20s who strive to grow by acquiring above-average abilities in various fields.
LG Uplus plans to concretize detailed activity plans that can practically help the growth of people in their 20s. Furthermore, it intends to utilize these trend keywords in developing products and services targeting people in their 20s.
The selection of the 2025 University Student Trend Keywords involved experts as well as a 20s advisory group of 140 members, including LG Uplus university student ambassadors called 'Youth Spirit.'
Yoonmi Kang, head of LG Uplus IMC2 Team, said, "We will continue to listen to our customers' lives and lead trends to become a brand that supports the growth of customers in their teens and twenties."
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