[PART 1] - Korea's 'New Normal’: Perspectives on Tech, Consumers, and Culture for 2024

As we approach the four-year mark since the beginning of COVID-19, the global landscape has transformed into the 'new normal'. Nowhere is this evolution more pronounced than in South Korea, where technology and online platforms have taken central roles. As businesses increasingly seek entry into this dynamic market, it's crucial to grasp the specificities that may pose challenges. Asiance, with a keen understanding of these dynamics, aims to explore the shifting consumer landscape and offer insights to help businesses navigate this new era.

A Tech-Savy Nation: South Korea's Embrace of Online Platforms

The tech-forward orientation of South Korea is evident in various aspects, with the government allocating a substantial budget to technological advancements. Visitors to Korea are often amazed by the seamless integration of technology into daily life.

Korea's Social Media Dominance: Understanding the Consumer Landscape

The evolving consumer landscape in South Korea is undeniably shaped by the omnipresent influence of social media platforms. Prominent players like Instagram, KakaoTalk, and Naver have become integral to the population’s daily life. Notably, South Korea has an outstanding social media penetration rate of 92%, the highest in Asia-Pacific. 

This high social media penetration underscores the integral role that these platforms play in the daily lives of the South Korean population. From personal interactions to brand engagement, social media has become essential in the consumer journey. As individuals seamlessly integrate these platforms into their routines, businesses have a unique opportunity to leverage the power of social media for brand visibility, customer engagement, and marketing initiatives. Marketers from outside Korea often need clarifications on how local platforms function in the consumers’ daily lives. It is crucial for them to thoroughly explore these ecosystems to ensure that the integration within the company's IT infrastructure aligns sensibly with the consumer journey.

Asiance, with its 20 years of expertise in digital marketing and consulting, is well-positioned to guide businesses through this dynamic landscape, ensuring that they harness the full potential of social media to connect with consumers in South Korea. Successfully penetrating the Korean market necessitates a strategic approach to social media that goes beyond mere content sharing. Social media, with its integrated e-commerce features, the influence of influencers, and the presence of taste-setter communities, plays a pivotal role in shaping consumer purchasing decisions.

Direct Customer Communication with Personalized Messages

Real-time communication on social media is a powerful tool for brands, enabling them to address consumer queries and concerns. This dynamic engagement fosters a connection with the audience and can increase return on investment (ROI). Asiance's Software as a Service (SaaS) for personalized messages emerges as a valuable resource, facilitating efficient communication and ensuring brands reach their audiences effectively.

Influence and Taste-setter Communities

The omnipresence of influencers on South Korean social media platforms establishes them as powerful tastemakers, wielding significant influence over consumer choices in fashion, lifestyle, and product preferences. Besides, social media provides a platform for taste-setter communities, where individuals with similar interests and preferences gather. These communities wield significant influence over consumer choices. Asiance, recognizing the profound impact of influencer marketing, stands as a strategic partner, offering valuable insights to businesses aiming to align with influencers who resonate with their target market. We also help brands understand and engage with these communities.

Rise of Social Commerce

Social media has transcended its initial role as a platform for social interaction and has evolved into a thriving marketplace. The integration of e-commerce features within social media platforms has transformed them into dynamic marketplaces where users can discover, review, and purchase products. Asiance, with consulting service and new Software as a Service (SaaS) platform KPIBLE, guides brands in understanding the vast possibilities within platforms like Kakao and Naver.

E-commerce Evolution in South Korea: Breaking Age Barriers and Reshaping Retail Experiences

In South Korea, e-commerce has continuously grown since 2011, encompassing all age groups. The unique aspect of the Korean market lies in its early adoption of e-commerce opportunities, exemplified by the launch of Rocket Delivery in 2014, providing next-day delivery. Innovation in that field is continuous. Today, CJ Olive Young, a major player in the beauty product store franchise takes 45 minutes to deliver any products in the Seoul area.

Facilitators of E-commerce

While .com websites are less popular, online retail stores and Naver brand stores dominate e-commerce. Businesses entering or expanding in Korea need a digital transformation to cater to Korean consumers. We are here to guide you through this new digital ecosystem and transform your presence to tailor it for the Korean market.

Another facilitator of e-commerce has been the development of easy payment systems. The mobile payment market in the country is dominated by large non-bank technology companies such as Kakao, Naver, Toss, and Samsung Electronics. All services were launched between 2014 and 2015 and gained popularity as they simplified the payment process. A survey led by the Ministry of Sciences and ICT in Korea in 2022 indicated that out of 25,000 households, 63.8% used credit cards for payment while shopping online and 56.1% used mobile easy payment. Furthermore, this payment method is continuously growing. In 2022, the average daily value of mobile easy payment transactions approximated 732.6 billion Korean Won, while it reached only 64.52 billion in 2016. 

A phenomenon for all generations

In Korea, the typical age-based divide in e-commerce usage, often observed in other regions, is notably absent. Contrary to the common trend where younger generations dominate online shopping, consumers in their 50s and 60s in Korea also exhibit high rates of e-commerce engagement. The surge in online shopping is a phenomenon that transcends generational boundaries, impacting consumers of all age groups. 

Supporting this observation, a comprehensive study conducted by the Korea Information Society Development Institute reveals compelling insights. 74.3% of respondents, spanning various age demographics, reported engaging in e-commerce purchases. This statistic underscores the influence of online shopping across all generations in Korea, bringing a fresh view to the belief that digital purchasing habits are confined to the younger population. This shift in consumer behavior not only reflects the accessibility and user-friendliness of online platforms but also highlights the adaptability of older generations to embrace and integrate e-commerce into their lifestyles. 84% of respondents in their 50s reported having engaged in online shopping experiences and 57% of respondents in their 60s indicated participation in online shopping activities during the same period.

The findings from this study emphasize the universality of the online shopping trend in Korea, making it imperative for businesses to tailor their strategies to meet the diverse needs and preferences of consumers across different age groups. As the digital landscape continues to evolve, understanding and leveraging the widespread acceptance of e-commerce among all generations in Korea becomes crucial for businesses seeking success in this dynamic market. Precisely, Asiance positions itself as a partner for all businesses willing to start or expand their business in Korea. 

Impact on traditional shopping 

The surge in e-commerce has reshaped the retail landscape, prompting brick-and-mortar stores to undergo a process of reinvention to stay relevant and appealing to customers. Traditional offline stores are pivoting towards offering immersive experiences to clients, moving beyond the conventional display of available products. This transformation is especially evident in the growing popularity of pop-up stores and concept stores. Rather than merely showcasing products, these reimagined stores prioritize providing unique and engaging experiences for customers. Pop-up stores, in particular, have become a dynamic avenue for brands to connect with consumers temporarily, creating a sense of exclusivity and urgency. Concept stores, on the other hand, focus on creating a curated environment that aligns with the brand's identity, offering customers a more personalized and memorable shopping experience.

Asiance, committed to providing its clients with leading insights, has conducted extensive research on the trends in pop-up stores within the luxury sector. If you are eager to dive deeper into this subject and gain valuable knowledge on the evolving landscape of luxury retail, you can access and purchase the comprehensive report on pop-up store trends directly from our website.

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