Young consumers in Korea (the MZ generation) are favoring ‘small luxury’ — affordable, mood-boosting treats instead of expensive luxury goods — and ‘cutenomics,’ purchases driven by adorable design. Rising living costs make big-ticket items harder to justify, so people opt for memorable, feel-good buys like premium desserts (e.g., limited 300,000–500,000 KRW cakes) or cute character goods. Blind-box figures such as China’s Pop Mart “Labubu” (blind box: a sealed collectible with a random figure inside) and Korea’s plush “Pampals” have sparked strong sales and collecting trends, aided by celebrity mentions. Though these small indulgences bring satisfaction, scarcity and popularity can push prices up, sometimes making modest treats more expensive. The trend reflects more selective, experience-focused spending rather than impulse buying, encouraging consumers to find what truly brings them joy.
