영어로 읽는 《트렌드 코리아 2022》

해마다 출간 즉시 종합 베스트셀러 1위를 차지하는 최고의 트렌드서, 〈트렌드 코리아〉 시리즈를 영어로 만난다. K-Pop과 K-Food, K-Contents에 전 세계가 주목하는 가운데, 이제 K-Trend에 세계를 리드한다. 국내외 대기업 및 다국적 기업의 외국인 임원, 국내에 주재하고 있는 외국인 비즈니스맨과 언론사 특파원, 해외 투자자에게는 물론이고, 국내외 비즈니스 현장에서 활용할 수 있는 트렌디한 영어 표현에 목말라 하는 국내 영어 학습자들에게도 반가운 책이 될 것이다. 

2년이 넘도록 계속되는 팬데믹이 몰고 온 범지구적인 격동의 시대, 한국 트렌드의 최전선에는 무엇이 있고 한국의 소비자들은 무엇을 갈망하는가? 극도로 세분화되고 파편화된 ‘나노사회’ 속에서 현대인들은 어떻게 행복을 찾고 위안을 얻는가? 수입의 ‘파이프라인’을 늘리기 위해 투잡을 넘어 ‘N잡’을 시도하고, 득템을 위해 ‘오픈런’을 마다하지 않으며, 사람보다 더 사람 같은 ‘가상인간’에게 열광하는 2022년의 한국. 그 다채로운 변화에 대해 친절하고 체계적으로 분석했다.

영문판은 한글판을 최대한 충실히 옮기되 단어 대 단어의 직역을 피하고 글로벌 시장에서 일하는 기획자와 마케터, 디자이너, 사업가들이 보다 쉽게 이해하고 받아들일 수 있도록 조정 작업을 거쳤다. 글로벌 시장의 ‘테스트 베드’ 역할을 하는 한국 시장과 한국 소비자에 대한 이해는 글로벌 시장에 대한 이해에도 도움을 줄 것이다. 

004 Authors 

008 Preface

Ten Keywords 

015 Transition into a Nano Society

043 Incoming! Money Rush

069 Gotcha Power

099 Escaping the Concrete Jungle - ‘Rustic Life’

125 Revelers in Health - ‘Healthy Pleasure’

149 Opening the X-Files on the ‘X-teen’ Generation

177 Routinize Yourself

201 Connecting Together through Extended Presence

223 Actualizing Consumer Power - ‘Like Commerce’

247 Tell Me Your Narrative

Rando Kim(김난도)

Rando Kim is a professor in the Dept. of Consumer Science (DCS), Seoul National University (SNU) and the head of Consumer Trend Center (CTC), SNU. As a specialist in consumer behavior and market trend analysis, he has written more than 20 books including Trend Korea series, Trend China , What Consumers Want , and Luxury Korea . He has also written essay books, Amor Fati , Future and My Job , and Youth, It’s Painful which have sold three million copies in 14 countries. He has conducted research projects about consumer needs finding, new product planning, and market trend probing for Korea’s major companies like Samsung, LG, SK, CJ, Hyundai Motors, Amore Pacific, Lotte, Fursys, Nongshim, and Coway.

Miyoung Jeon(전미영) 

Miyoung Jeon currently works as a research fellow in the CTC, SNU. She worked as a research analyst at the Samsung Economic Research Institute. She obtained her BA, MA, and PhD degrees in Consumer Science, SNU. She wrote her Ph.D. dissertation and subsequent articles about purchasing behavior and consumer happiness. She received ‘The Best Publication Award’ from the Korean Society of Consumer Studies in 2008. She is interested in tracking consumer trends in Korea and China as well as big data analysis for new product development and industrial applications.

Jihye Choi(최지혜) 

Jihye Choi, Ph.D. in Consumer Science from DCS, SNU, works as a research fellow at CTC. She has participated in many consulting projects with Korea’s leading companies such as Samsung and LG, and gives public lectures on consumer trends. She currently teaches consumer behavior and qualitative research methodology at SNU. She contributes many articles and columns to major Korean newspapers and media.

Hyang Eun Lee(이향은) 

Hyang Eun Lee is an associate professor in the Dept. of Service Design Engineering, Sungshin Women’s University. She has a master’s degree in Design Management from Central Saint Martins in London, England and a Ph.D. in Design from the Graduate School of Arts, SNU with a dissertation: “A Study on the Process Model Focused on Experience: Centering on Experience of a Designer Transformed into Intuitive Insight.” Her main area of research includes UX trends and user psychology, as well as design and consumption trends. She is working in research and development as regards to innovation in government and corporations.

June Young Lee(이준영) 

June Young Lee currently works as an associate professor in Sang-Myung University. He received a doctorate degree in Consumer Science, SNU. He received ‘The Best Paper Award’ in The Journal of Consumer Studies. He worked as a senior researcher in Life Soft Research lab at LG Electronics. He is a laboratory chief of Consumer Research Center in Sang-Myung University.

Soojin Lee(이수진) 

Soojin Lee has completed her BA, MA, and Ph.D. course in Consumer Science, SNU. She has been a senior researcher at CTC since 2015. Prior to joining the center, she was a stock market reporter on Maeil Economic TV. As a contributing researcher, she is conducting a number of consulting projects with clients about consumer trends. She won first prize in the Korean Academic Society of Financial Planning symposium. Her studies focus on consumer trends, consumption culture, and family economics.

YouHyun Alex Suh (서유현) 

YouHyun Alex Suh graduated from Central Saint Martins College of Art&Design Textile BA (Hons) in London, UK. She received an MS degree from the Graduate School of Culture Technology, Korea Advanced Institute of Science(KAIST), specializing in design management and consumer behavior. She currently is senior researcher at CTC, and a Ph.D. candidate at SNU, specializing in data-driven trend analysis.

Jung Yun Kwon(권정윤) 

Jung Yoon Kwon is a PhD candidate in Consumer Science, SNU and is currently a senior researcher at CTC. She academically explored the changes in consumers’ lives caused by technological change through her master thesis, “Consumer Happiness and Social Comparisons on SNS in Experiential and Material Purchases.” Her interests include rapidly changing modern society, its impact on consumer cultures, and various research methodologies to capture them.

Dahye Han(한다혜) 

Dahye Han received a BA in Psychology, SNU and an M.A. degree in Consumer Science, SNU. Currently, she is doing her Ph.D. at SNU and works as a researcher in CTC. With her masters thesis, “A Study on Consumer Emotion Changes in Online Clothing Purchasing Process,” her research interests focus on consumer behavior, trend analysis, and consumption psychology.

Hyewon Lee(이혜원)

Hyewon Lee has worked at Dasan Book and Kakao Page Corp. for over 15 years. She has an MA degree with her thesis: “Comparative Analysis of Age Effect, Period Effect and Cohort Effect - Focusing on Consumer Perception Toward CSR.” She is currently interested in quantifying consumer behavior, especially generational theory or cohort analysis in the digital media environment.

Yelin Chu(추예린)

Yelin Chu received an M.A. degree in Consumer Science, SNU. Currently, she is attending a Ph.D. program and serves as a senior researcher at CTC. Her master’s thesis was about “A Study of Consumer Experience on the Online Education Service with Conditional Tuition Refund.” She is interested in analyzing big data to distill insights from unstructured data, and in deriving further meaning from participant interviews through qualitative research.