Daiso and Convenience Stores Recognized as Main Shopping Spaces
Alpha Generation Values 'Experiences That Suit Me' Over Brands
Emphasis on Practicality and Personalized Experiences
The Alpha generation (born from the early 2010s to the mid-2020s) values ‘experiences that suit me’ over brands, unlike their Millennial parents, according to a recent survey. In particular, they perceive Daiso and convenience stores as central to their consumption rather than Starbucks and Nike.
On the 24th of last month, children visiting Daiso Emart Mokdong store in Yangcheon-gu, Seoul, are looking at dolls.
On the 24th, KPR Digital Communication Research Institute, affiliated with the comprehensive communication group KPR, announced that after analyzing 50,000 social big data entries, mentions of social keywords related to the Alpha generation increased by about 42%, from 5,792 in the first quarter of last year to 8,245 in the fourth quarter. This indicates a rapidly growing social interest in the Alpha generation.
According to the analysis, the Alpha generation, currently elementary or preschool children, prioritize ‘experiences that suit me’ when choosing brands. They respond to accessible prices, immediate fun, practicality, and personalized satisfaction rather than expensive famous brands. While Millennials preferred global brands such as ‘Starbucks,’ ‘Hyundai,’ and ‘Nike,’ the Alpha generation frequently mentioned everyday, close-to-life brands like ‘Daiso,’ ‘Samyang Foods,’ and ‘convenience stores.’ This is interpreted as reflecting price accessibility, familiarity frequently appearing in social content, and the ‘self-selection’ freedom to easily choose what they want, confirming a characteristic that emphasizes practicality and personalized experiences.
On the 24th of last month, children visiting the Daiso Emart Mokdong store in Yangcheon-gu, Seoul, are looking at the snack aisle with cookies and jelly.
Additionally, the Alpha generation respects individual personalities and prefers short-form content platforms such as TikTok, YouTube Shorts, and Instagram Reels, where anyone can become an influencer. The research institute also reported that they recognize ‘Daiso’ and ‘convenience stores’ as key shopping spaces where they can select and experience desired items on their own.
Kim Eun-yong, director of the KPR Digital Communication Research Institute, said, "The Alpha generation is growing beyond digital natives to AI natives, forming completely different consumption patterns and values from previous generations. It is time to deeply understand their characteristics and develop brand strategies considering AI, gaming, and social networking service (SNS)-based marketing."
Analysis of Alpha and Millennial Generation Brand Keywords. Provided by KPR Digital Communication Research Institute
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
