Defining Korea’s millennial parents, global nomads and young forties

This article investigates characteristics of Korea's emerging consumer demographics including millennial parents, internationalist singles and shoppers in their forties with high disposable income.

Defining Korea's millennial parents, global nomads and young forties

Hui Jin Park iris Korea

Opportunity, confidence and relentless competition are defining concepts of the Korean market. But while moving towards the information economy, deciphering its complexity and unique aspects become an even harder strategic exercise.

Korea, Japan, China and other Asian countries account for half of the global luxury-goods market. This equates to more than a hundred billion euros in sales and has been growing year on year since 2010.

With more open and diversified choices, Koreans are demanding more premium quality and experiences that enrich their lives. From...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands