[Article] 230309
The World That Change According to Generation Z's Taste
[What's this Z?] Companies and products that have changed since the emergence of Generation Z.
Generation Z is said to hate the word 'real Generation Z'. Someone says it's just a marketing term. However, the world has changed since the term "Generation Z" appeared. In particular, changes in corporate culture are remarkable. Some companies are introducing a "half-half-half-half-way" system for in-house welfare for Generation Z, or operating a "work+vacation" system to work outside the office. As such, Generation Z is often viewed as an important member of society who has to live together, not just a "clear-eyed maniac" who only knows about them, and often changes accordingly.
#Generation Z falls in love through the producer
When asked about the "standard of success" to Generation Z around them, most of them think of tvN's entertainment program "You Quiz on the Block" (You Quiz) first. He even makes jokes such as "Isn't this going to be a U-quiz?" and "I'm going to go on a U-quiz with this." Considering what kind of program U-Quiz is that Generation Z prefers it so much, the key keyword is "producer." Representative examples are Min Hee-jin, CEO of Adore, who produced the girl idol group "New Jin's," and the person in charge of planning the Christmas media fa점ade at Shinsegae Department Store last year. Generation Z focuses on personal branding. In other words, you fall in love with the brand by looking at the person, and in the past, if a celebrity, a brand model, played the role, now you prefer the brand even by looking at producers, producers, planners, and developers.
Yuhan Rocks recently read the mind of Generation Z who wants to communicate with the producer. He published "THE WHITE BOOK," which answered all questions about using Rocks. The product description on the back of Yuhan Rocks says, "Do not use Rocks on sesame seeds." A consumer, who was puzzled by the phrase, left a question to Yuhan Rocks in the past, which was the beginning of The White Book production. At that time, the person in charge kindly answered the questions and built an image of communicating with consumers, and afterwards, he gathered frequently asked questions from consumers to produce The White Book. It is said that it is to solve questions about Rox and correct misinformation, which is an example of the "communication" demanded by Generation Z. If Generation Z continues to pay attention to the producer like this, it will be really fun to work.
#Gimbap that you make according to your preference in "Gimbap Subway"
When I first visited Subway, a sandwich restaurant, I felt a little scary. In the past, Subway ordering methods were so unfamiliar to people that they went around as card news. Not only is it awkward to customize the food, but there is also a strange obsession to order quickly because there are customers waiting behind. However, now that I know the convenience of Subway, whenever I go to a restaurant, I think, "Oh, can't I just put in what I want to eat like Subway?" In particular, at a kimbap shop, "I hate cucumbers" (a group of people who hate cucumbers) suffers from the hassle of having to say "Please take out cucumbers" separately every time. However, not long ago, "Gimbap Subway" appeared like a comet. Located in Seongsu-dong, Seoul, it is a place called "Puli Gimbap," where you can order ingredients in gimbap only with what you want, like Subway. The arrival of Pulley Gimbap is especially welcome news for vegetarians. Among Generation Z, "vegan" is increasing, but restaurants and dining menus for vegan are still lacking.
I think that the more restaurants there are, the more respectful individual values, tastes, and food will be. Not long ago, I saw a Chinese restaurant selling food for 0.5 people on YouTube. It can be seen as a good thing only for "news seats" who eat less, but I thought it was innovative because people who like to order various menus were guaranteed a choice. The fact that restaurants, which used to sell food only in a fixed way, diversify their menus and amounts to suit their tastes, such as vegan and news seats, seems to be one of the notable positive changes since the emergence of Generation Z, which has a clear personality.
#Generation Z says cute things dominate the world.
The most important thing for Generation Z is cuteness. You only need to remember one thing to capture Generation Z. It's that 'cute' is the best. Not only does a documentary about cats record high views centered on Generation Z, but all viewers become "online aunt" and "online uncle" to create a scene where they raise cats with one mind. This is why companies do not omit characters as marketing tools. A representative example is a hidden picture-finding application called "Soop Soop," which has begun to be popular among Generation Z these days. It can be thought of as similar to the existing hidden picture search, but Sub Sub is differentiated in that you can choose one of the cute illustrations drawn by various illustrators and play the game.
For Generation Z, being cute and not being cute is a big difference. In particular, characters who are cute and honest and say what they want to say are popular. It is also the secret that characters such as "Joking Bear," "Hammingi," "Best Sim," and "Maroo" in Naver's webtoon "Maroo is a Puppy" are constantly loved. Therefore, if a company is struggling with a representative character, I would advise you to choose something cute unconditionally. Generation Z's consumer sentiment is mixed with fan sentiment and a desire to own something cute. The need or usefulness of them is of little importance. So even if you don't know a brand well, if you collaborate with your favorite character, you look back on what you don't have to buy.
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