"So Cute!" Raising Virtual Pets for Free Coffee... App-Tech Craze Grips Middle-Aged Too [Jumeoni Talk]

App-Tech Diversifies Amid Prolonged High Inflation
Gaining Popularity Among Middle-Aged and Older Adults
People in Their 60s Accumulate an Average of 10,498 Points Per Month

Editor's NoteWe are living in an era where a single serving of pork belly 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, the burden of grocery shopping for consumers has also increased due to the ongoing effects of high inflation. Through the series "Jumeoni Talk" (Week+Money+Talk), we aim to share stories about consumption that are closely tied to our wallets, in line with the ever-changing prices.

Kim Eun-kyung (32, pseudonym), an office worker, enjoys small pleasures and rewards through Toss app's "Raise a Cat" service. When her virtual cat reaches a certain level, she receives a mobile coupon. So far, Kim has received various vouchers that can be used at Mega Coffee and Lotteria, among others. She said, "It's fun to raise the cat, and I often receive mobile coupons, which helps me save a bit on living expenses. Since it's enjoyable like a game and there are rewards, I keep using it."

As high inflation continues, interest in "app-tech"?ways to save small amounts of money through daily life using apps?is on the rise. App-tech is a portmanteau of "application" and "finance," and refers to a system where users receive points for completing simple missions via smartphone apps. In the past, most reward apps were simple, such as pedometers or daily check-ins, but recently, services that incorporate play elements?such as character raising or farm simulations?have appeared, expanding the user base.

Some Users Receive Up to 120 Mobile Coupons by Raising Virtual Cats

Toss's 'Raise a Cat and Receive Snacks' Service. Toss App Screen Capture

According to Toss, there are users who have received up to 120 mobile coupons through the "Raise a Cat and Receive Snacks" service, and on average, each user has enjoyed benefits worth about 2,700 won. Naver Pay has also been running season 2 of its "PayPet Raising" service since January this year. Users can raise dog, cat, or hamster characters and earn random points up to twice a day using the "petting" feature.

App-tech services that involve raising a "money tree" are also popular. K Bank has been steadily expanding its consumer base with the "Grow a Money Tree" service, launched in March last year. In this service, users grow a money tree by giving it water and nutrients daily, and can receive cash rewards in the process. When the money tree is fully grown, users receive a random reward ranging from a minimum of 50 won to a maximum of 100,000 won.

Naver 'PayPet Raising'. Naver Pay screenshot

"Farm-type app-tech," where users grow crops for rewards, is also gaining attention. For example, the group-buying platform Always offers "AllFarm," where crops such as sweet potatoes and potatoes grown in the game are delivered as real products. Users gain both emotional satisfaction and tangible rewards by growing crops, while the platform can increase user engagement andencourage additional purchases.

In addition, simple app-tech methods such as pedometers, prize draws, and quiz events continue to enjoy steady popularity. Users can earn points by completing simple missions such as walking, and these points can be used at affiliated convenience stores or cafes, or converted into cash. Although the rewards are small, they add fun to daily life and serve as a motivation for continued app usage.

Saving Money Becomes Fun... App-Tech Popular Among Seniors Too

App-tech initially became popular among the mobile-savvy 20s and 30s, but recently, interest has expanded to middle-aged and older generations as well. This trend is interpreted as a result of the growing movement to save on living expenses across all generations amid high inflation and economic uncertainty.

According to the "Financial App-Tech Usage Survey" published by the Korea Consumer Agency, the higher the age group, the more points were accumulated through app-tech. The average monthly points accumulated were: 10,498 for those in their 60s, 8,152 for those in their 50s, 7,374 for those in their 40s, 6,626 for those in their 30s, and 5,398 for those in their 20s.

As the middle-aged and older generations emerge as the main users of app-tech, services targeting them are also being launched. Shinhan Bank has introduced the "50+ Let's Walk" service, exclusively for customers aged 50 and above. The target step count is set at 8,899 steps, symbolizing the wish to "live vigorously beyond 99 years old," and users who achieve this receive cash rewards.