"Still Using Towels from First Birthday or 70th Birthday Parties?... The Small Luxuries Trending Now [Jumeoni Talk]"

'Feelconomy' Consumption Spreads as a Way to Manage Emotions
Social Atmosphere Makes Emotional Expression Difficult

Editor's NoteWe now live in a time when a single serving of pork belly costs 20,000 won and a bowl of jajangmyeon is 7,500 won. The 2024 Consumer Price Index stands at 114.18 (2020=100), and in 2025, the burden on consumers' wallets has also increased due to continued high inflation. Through the "Jumeoni Talk" (Week+Money+Talk) series, we aim to share stories of consumption that are closely linked to our personal finances, alongside ever-changing prices.

An increasing number of modern consumers are spending money on items that provide small pleasures in everyday life, such as hotel-quality premium towels, luxury socks, and comfortable pajamas. This consumption trend is called "Feelconomy," a portmanteau of "feel" and "economy." It reflects a mindset in which emotions become the standard for consumption, with people seeking emotional stability through purchases that make them feel good.

Modern Consumers Manage Their Emotions... Small-Scale Spending Is on the Rise

Towels sold by the premium towel brand 'Teto'. Teto website

According to the Shinhan Card Big Data Research Institute on October 25, the average transaction amount at seven major domestic premium towel brands increased by 33.9%, from 53,000 won between January and May 2023 to 71,000 won during the same period in 2025.

This change has been driven by the growing popularity of premium towel brands such as Teto and Warmgraytail among younger consumers. These brands are characterized by unique colors and sophisticated designs, and are sold for between 10,000 and 20,000 won per towel, with many products priced over 30,000 won. Towels, once considered items not worth buying and typically received as gifts at first birthday parties or events, have recently emerged as items that combine both practicality and luxury.

Kim Nando, Professor Emeritus of Consumer Studies at Seoul National University, explains this phenomenon in his book "Trend Korea 2026," where he identifies "Feelconomy" as a key consumption trend to watch next year. He notes that consumption aimed at minimizing negative emotions and increasing self-satisfaction is spreading. Unlike in the past, when emotions were seen as uncontrollable reactions, modern consumers are beginning to view them as something they can manage and improve themselves. Products focused on the feelconomy trend share the common feature of offering immediate psychological rewards to consumers, while remaining relatively affordable.

The spread of "emotional consumption," which pursues instant gratification, has been influenced by a social atmosphere in which it is difficult to express one's feelings openly. According to an "Awareness Survey on Everyday Emotional Expression and Empathy" conducted by Embrain Trend Monitor in June last year among 1,200 men and women aged 13 to 69 nationwide, 62.6% of respondents said, "It is good to express happy emotions without hiding them." In contrast, only 30.5% agreed that "it is good to express sad emotions without hiding them." In other words, the tendency to manage negative emotions in advance, rather than expressing them, has led to new forms of consumption.

Services That Solve Uncomfortable Situations on Your Behalf Are Also Emerging

The growing popularity of services that solve uncomfortable situations on behalf of consumers is also linked to the spread of the feelconomy trend.

In particular, there is significant demand in Japan for "resignation proxy services," which handle the process of quitting a job on behalf of clients. These agencies contact the company directly and complete the resignation process for the client, with service fees averaging between 25,000 and 50,000 yen (approximately 235,000 to 470,000 won). In Japan, where the lifelong employment culture remains deeply rooted, resigning is often seen as rude, and there are many cases where superiors refuse to accept resignation letters. As a result, people are willing to pay several hundred thousand won to purchase a service that resolves uncomfortable emotions for them.

There are also "AI phone proxy services" that make calls on behalf of users to handle tedious procedures such as service cancellations or billing inquiries. The American AI startup Pine, for example, handles tasks that consumers find burdensome to do themselves, such as changing mobile plans, canceling cable TV subscriptions, and requesting compensation for airline delays. In short, "emotion-saving services" that resolve negative feelings on behalf of consumers are becoming a new consumption trend.

However, some point out that consumption aimed at avoiding negative emotions is not always desirable.

Professor Kim warns in his book, "While feelconomy offers new opportunities, there are also concerning aspects. The fundamental risk is the 'standardization of emotions,' where society comes to regard only positive feelings as normal and treats negative emotions as abnormal problems that must be eliminated." He adds, "A society that sees negative emotions as unnecessary and worthless is dangerous because it deprives us of the ability to find balance between negativity and positivity ourselves."