South Korea’s “MEconomy” — a portmanteau blending “me” and “economy” — is emerging as a defining force in the nation’s consumer landscape. This economic trend, driven by the personal preferences and individualistic purchasing habits of younger generations, marks a significant shift from the collective ethos that once dominated Korean society.

The MEconomy, which emphasizes immediate personal gratification over long-standing collective interests, is a trend most pronounced among South Koreans aged 25 to 40, starkly contrasting with the values of communal sacrifice and national development that characterized the post-Korean War era and the industrialization period.

Today’s consumers in South Korea