영어로 읽는 《트렌드 코리아 2023》

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. 

세계화의 종말, 갈등과 분열, 그리고 전쟁. 수십 년간 이어져 온 평화와 공존의 시대는 막을 내리고 엄청난 위기감 속에서 사람들은 다가올 미래를 두려워한다. 자산시장 및 증시의 버블붕괴는 마치 2008년 글로벌 경제위기의 데자뷔를 보는 듯하다. 제2의 외환위기 경고도 들려온다. 매우 부정적인 전망이 압도하는 2023년을 목전에 두고 있는 지금, 소비 트렌드 전망에서 가장 중요한 것은 무엇이 반복되고 무엇이 달라질 것인가를 구별하는 작업일 것이다. 즉, ‘불황기의 소비 패턴’을 과거와 비교해보는 것이고, 또 하나는 ‘소비의 전형성’이 사라지는 시대의 흐름을 분석하는 것이다. 변화의 속도가 더욱 빨라지는 2023 대한민국. 소비자들은 어떤 선택을 할 것인가?

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

025 Redistribution of the Average

055 Arrival of a New Office Culture: ‘Office Big Bang’

079 Born Picky, Cherry-sumers

105 Buddies with a Purpose: ‘Index Relationship’

133 Irresistible! The ‘New Demand Strategy’

163 Thorough Enjoyments: ‘Digging Momentum’

187 Jumbly Generation Alpha

217 Unveiling Proactive Technology

239 Magic of Real Spaces

265 Peter Pan and the Neverland Syndrome

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 a Vice President of LG Electronics, H&A Customer eXperience(CX) Division, and an associate Professor in the Dept. of Service Design Engineering at Sungshin Women’s University. While being a corporate professional and a professor, she co-authored numerous trend insight books and is a renowned columnist for JoongAng Newspaper. She received a PhD in Design from the Graduate School of Arts, SNU, and a master’s degree in Design Management from Central Saint Martins in London, England.

June Young Lee(이준영) 

June Young Lee currently works as an associate professor in SangMyung 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 SangMyung University.

Soojin Lee(이수진) 

Soojin Lee earned a doctorate degrees in Consumer Science from SNU and currently works as a research fellow at CTC. 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 Korea’s major companies such as Samsung, LG, etc., and received ‘The Best Publication Award’ from the Korean Academic Society of Financial Planning in 2018. Also, as a lecturer she teaches consumer culture and consumer psychology at SNU.

Jung Yun Kwon(권정윤) 

Jung Yoon Kwon currently works as a research fellow in the CTC, SNU. She obtained her BA, MA, and PhD degrees in Consumer Science, SNU. She academically explored the intergenerational transmission of consumption styles in her PhD dissertation. Her interests include rapidly changing modern society, its impact on consumer cultures, and various research methodologies to capture them.

Dahye Han(한다혜) 

Dahye Han is a PhD candidate in Consumer Science, SNU and is currently a senior researcher at CTC. She received a BA in Psychology, SNU and an MA degree in Consumer Science, SNU. 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, a PhD candidate in Consumer Science, SNU and is currently a senior researcher at CTC. She worked at Dasan Books, Leadersbook, 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 generation theory and changes in consumer behavior due to technological advances.

Yelin Chu(추예린)

Yelin Chu received an MA degree in Consumer Science, SNU. Currently, she is attending a PhD 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.

Dahyen Jeon(전다현)

Dahyen Jeon is currently working on her PhD and is a senior researcher at CTC. She received a BA degree in Fashion Industry at Ewha Women’s University and an MA degree in Consumer Science at SNU. She was awarded first place in the Korean Society of Clothing and Textiles(KSCT) contest in 2019. Her area of interest is consumer behavior in digital retail environment. Her current research focuses on online visual cues and haptic imagery.