"I Want Something Truly My Own"... The 'Topping Economy' Turns Even the Worst Products Into Hits [Jumeoni Talk]

Consuming According to Taste: The "Topping Economy"
Customization Through Decorating Products
Reflecting the Desire for Self-Expression Among Younger Generations

Editor's NoteWe are living in a time when a single serving of samgyeopsal costs 20,000 won and a bowl of jajangmyeon is 7,500 won. The Consumer Price Index for 2024 stands at 114.18 (2020=100), and in 2025, high inflation continues to increase the burden on consumers’ shopping baskets. Through the weekly series "Jumeoni Talk" (Week+Money+Talk), we aim to share stories about spending that are closely tied to our wallets, as prices fluctuate constantly.

Just as you can add your preferred toppings to a pizza, the "Topping Economy"?where consumers add features and options to mass-produced products according to their tastes?is emerging as a new consumption trend. For example, attaching a keyring to a bag or a strap to a tumbler has become a way of customizing products, and this act of decorating itself has become a form of consumption. This trend reflects the desire to express one’s individuality.

Crocs and Yoajeong... The Fun of Choosing According to Taste Drives Popularity

As "Topping Economy" emerges as a new consumption trend, the popularity of Crocs is also rising. Crocs Korea Instagram

The Topping Economy is one of the major consumer trends of the year, as presented by Seoul National University Professor Kim Nando in his book "Trend Korea 2025." It refers to the customization activities where consumers decorate products themselves or add options.

One of the most representative examples of the Topping Economy is the fashion brand Crocs. Once criticized as "ugly shoes," Crocs was even listed among the "50 Worst Inventions" by the American news magazine TIME in 2010. At the time, TIME commented, "No matter how popular they are, we can’t say they’re pretty."

However, today Crocs has transformed into one of the most talked-about brands worldwide. The key factor behind its popularity is the accessory called "Jibbitz." Jibbitz are decorative charms that can be inserted into the holes of Crocs shoes, allowing for countless combinations according to individual preference?a core element of customization. According to Crocs, the sales share of Jibbitz more than doubled from 8% in 2022 to 17% in 2023, driving the brand’s growth.

This trend is also evident in the dessert industry. The yogurt ice cream brand Yoajeong allows customers to combine more than 50 different toppings, targeting the tastes of the 2030 generation who value individuality and choice. As a result, both brand recognition and demand have increased rapidly. According to the Fair Trade Commission, the number of Yoajeong stores grew steadily from 99 in 2021 to 158 in 2022 and 166 in 2023. In particular, the popularity among younger consumers led to a rapid increase in franchise numbers last year, and in January of this year, the brand surpassed 600 franchise contracts.

The Younger the Age Group, the Stronger the Desire to Express Individuality

The spread of the Topping Economy is rooted in the consumption tendencies of the MZ generation, who reject uniformity and value individuality. They prefer "something of my own" that reflects their personal tastes over products that are the same as everyone else’s, and they are also active in sharing these preferences online. Consumption has evolved beyond simple purchasing to become a means of expressing personal identity.

This trend is also evident in survey results. According to a 2023 survey conducted by market research firm Embrain Trend Monitor, which polled 1,000 men and women aged 19 to 59 nationwide on the correlation between personal taste and morality, 37.9% of respondents said, "I want to distinguish myself from others." Specifically, the desire to express individuality was stronger among younger age groups: 47.6% in their 20s, 40.4% in their 30s, 35.2% in their 40s, and 28.4% in their 50s.

This tendency became even more pronounced during the COVID-19 pandemic. As indoor activities increased, the "Dakku" (diary decorating) trend resurfaced, followed by "Phonekku" (phone decorating), "Shinkku" (shoe decorating), and "Gakku" (bag decorating), as people customized their everyday items according to their own tastes. Among younger generations, these decorating activities have become more than just a way to express taste?they have become a playful culture of self-expression. Recently, the neologism "Byuldakku" (decorating everything) has even emerged.

The retail industry is also expanding customization services to keep pace with this trend. Brands like Adidas and Uniqlo operate stores where consumers can create T-shirts with their own designs. Fila, for the first time in the domestic tennis shoe industry, has launched a "Custom Studio," allowing customers to customize elements such as shoelaces and sole designs to their liking. As the desire for self-expression becomes clearer among consumers, tailored services are expected to expand even further in the future.