CreatripTeam

People in Korea are moving away from algorithm-driven, one-size-fits-all food and drink choices toward personalized, self-curated experiences. Brands and pop-ups in Seoul (e.g., a Riesling wine bar in Seongsu and the Kanu Capsule Tailor pop-up in Bukchon) let customers taste, mix and assemble items—like coffee capsules or local non‑alcoholic lagers—so they can create “my” flavor profiles. Research shows algorithms once eased discovery but have lately increased digital fatigue and choice overload, prompting consumers to seek subtle variations on trends rather than outright rejection. Global and Korean brands are responding by reducing automated recommendations, emphasizing in-person community or real-time self‑expression, and offering customizable blends and kits. The F&B market is shifting toward honoring individual instincts and leaving room for exploration so consumers can reclaim choice and use meals as personal expression.