The new year, 2018, has come. This year is the ‘ Golden Dogs ’ year, which symbolizes prosperity and richness. Professor Kim Nan-Do and the Consumer Trend Research Institute of, Seoul National University’, report consumer keywords annually, and they have reported “ WAG THE DOGS ” for 2018. It is created from the leading letter of 10 consuming trend keywords. It also means that the tail is shaking the body, meaning the main passenger is being conducted. Let’s check the consumer keywords of 2018, WAG THE DOGS.

 

 

What’s your small but certain happiness.

It is a small but certain acronym for “ happiness ”, which means finding happiness in one’s daily life. Plus, its neologism includes hocance, slowcalization etc.

 

 

Added satisfaction to value for money.

It seeks satisfaction with price and sprit rather then a product’s performance. You can think it is easy to add Placebo Consumption to consume.

 

 

Generation Work-Life-Balance

It is the young office workers’ new life style. It is also the lifestyle of young office workers who want to live well with the balance between work and personal life while making money.

 

 

Technology of Untact

It means that technology is used in daily life instead of people meeting face to face, implying the concept of unmanned service.

 

 

Hide Away in Your Querencia

It is a space where a bull in park chooses to breathe for a while before the last fight. That is, my own resting place to make my body and mind better in my daily life.

 

 

Everything-as-a Service

It is a crucial factor of consumption to ‘service’, the consumer reason changes from goods to services. It also means that everything is a service.

 

 

Days of Cutocracy

It is not just about being pretty, but about being able to attract a person for whatever reason. Now is the time when attraction becomes capital.

 

 

One’s true colors ‘Meaning Out’

It is strongly expressing your own supervision, preference, and belief, which couldn’t be revealed as out of this world. There is an expression such as hash-tag(#) of one’s interests on SNS.

 

 

Gig-Relationship, Alt-Family

Recently, new words are being coined about human relationships. It is called an alternative family, like a kind of new family or relationship. They prefer it to short, shallow relationships with people, and look for alternatives that fit their function and convenience.

 

 

Shouting out self-esteem

You can see lots of self-help books at the bookstore. They are useful for people living in the present who have low self-esteem. So, various consumer trends will be formed for finding a way to raise their self-esteem.

 

 

So far, we have learned about 10 consumer keywords. It was WAG THE DOGS which introduced various consumption trends in our daily life. What is your consumption trend?

 

 

L.L.F reporter Hye-Min Shin

신혜민  helhem_@naver.com