Rise of the Practical Generation: Why Korean MZ Generation Abandoned Flex Culture

💸 The End of Flex Culture, Dawn of Practicality

A remarkable transformation is occurring among Korea's MZ generation in 2025. The 'flex culture' and 'Instagrammable' lifestyle that dominated the past five years are rapidly disappearing. Instead, a new trend called the 'Practical Generation' is emerging.

📊 Striking Numbers Tell the Story

Social Media Practicality Keywords:

• 168% increase compared to 2024
• Surge in searches for 'cost-effectiveness', 'value', and 'reasonable'

Consumption Pattern Changes:

• 30% decrease in luxury consumption
• 144% increase in practical brand sales (based on Daiso beauty line)

🔄 The Great Shift: From Flex to Function

What Was Flex Culture?

Characteristics of Past Flex Culture:

• 💎 Conspicuous consumption through luxury goods
• 📸 SNS-centered lifestyle with proof shots
• 🏪 Hot place visits and showing off
• 💳 'Show-off' consumption patterns

The Practical Generation's New Values

Current Practical Generation Characteristics:

• 💰 Emphasis on price-to-utility ratio
• 🔍 Thorough product comparison analysis
• 🌱 Pursuit of sustainable consumption
• 🏠 Priority on personal satisfaction

📈 Social Background of the Practical Generation Rise

1. Economic Factors

High Inflation and Economic Recession
Korea's ongoing economic challenges have forced even the MZ generation to consider cost-effectiveness in their purchasing decisions.

2. Value System Changes

Post-COVID Era Impact
The pandemic helped many people rediscover the preciousness of daily life, leading to a preference for substantial investment over superficial consumption.

3. Digital Fatigue

Limits of SNS Competition Culture
Young people exhausted by constant comparison and showing-off competition are craving authentic content and genuine satisfaction.

🛍️ Consumption Patterns of the Practical Generation

Successful Practical Brands

1. Daiso

• 144% increase in beauty product sales in 2024
• Quality products at reasonable prices
• Established position as 'cost-effectiveness king' among MZ generation

2. Musinsa Standard

• Practical fashion chosen over luxury brands
• Design faithful to basics with reasonable prices
• Over 200% increase in sales in 2024

3. Ably

• Wholesale clothing shopping platform
• Trendy items at affordable prices
• Achieved unprecedented profit records

Preferred Consumption Destinations

F&B Sector:

• 🍽️ Buffets (cost-effective dining)
• 🏬 Department store food courts (various foods at reasonable prices)
• 🥘 Home meal replacement (HMR) market expansion

Fashion Sector:

• 👕 Basic item-centered purchases
• 🔄 Active resale and second-hand trading
• 💡 Preference for multi-purpose products

💡 Core Characteristics of the Practical Generation

1. Smart Consumption

Thorough Verification Before Purchase

• 📱 Carefully check reviews and ratings
• 💰 Actively use price comparison sites
• 🔍 Closely analyze ingredients and quality information

2. Long-term Perspective

Long-term Value Over Short-term Satisfaction

• 🏠 Investment in quality daily necessities
• 💪 Increased interest in health management
• 📖 Self-development and skill upgrades

3. Pursuit of Personal Satisfaction

My Satisfaction Over Others' Eyes

• 🤫 Practical utility rather than SNS bragging
• 💚 Choices that fit personal lifestyle
• 🌿 Sustainable and meaningful consumption

🔮 Future Prospects for the Practical Generation

Expected Changes in 2025

Structural Changes in Consumer Market

• Premium brands expanding cost-effective lines
• Quality improvement in reasonably priced products
• Expansion of subscription and sharing economy

Marketing Trend Changes

• From ostentatious marketing to emphasis on practicality
• Real user reviews valued over influencers
• Product utility prioritized over brand story

Lifestyle Changes

• Spread of minimal life
• Preference for investment consumption over experience consumption
• Synergy effects with '#Aboha' culture

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The rise of the Practical Generation is not simply a result of economic recession. It signals that Korea's MZ generation is evolving into more mature and wise consumers.

Moving away from conspicuous consumption toward pursuing true value, the Practical Generation is creating a new consumption culture that will lead society in a more sustainable and meaningful direction.

This trend reflects a broader cultural maturity where young Koreans are learning to distinguish between what they want and what they actually need. It's a quiet revolution in consumer behavior that prioritizes substance over style, quality over quantity, and personal satisfaction over social validation.

In 2025, perhaps it's time to embrace the wise consumption philosophy of Korea's Practical Generation. 🌟

Original: https://trendy.storydot.kr/blog/practical-generation-rise-mz-flex-culture