Securities Firms Say, "Catch MZ Customers"

Active Major Customer Acquisition Marketing
Mirae Asset 'University Supporters'
Brand Marketing Planning and Execution
Utilizing Samsung Securities YouTube Videos
Shinhan Investment Corp Investment Research Center Opening

[Asia Economy Reporter Song Hwajeong] As the stock investment craze grows, the number of MZ generation (Millennials + Generation Z) investors is increasing, prompting securities firms to launch various marketing campaigns targeting these generations. This is interpreted as a judgment that attracting the MZ generation is important not only for acquiring new customers but also from a long-term perspective.

According to Mirae Asset Securities on the 2nd, the company is recruiting university student supporters until the 12th of this month. The 'MiChin Supporters 1st Generation' university student supporter program, meaning 'Let's be friends with Mirae Asset Securities,' will run for three months until December and was designed to communicate directly with university students. Participating students will plan and execute brand marketing for MZ customers from the perspective of representing the MZ generation through supporter activities. They will also have the opportunity to gain direct and indirect digital finance work experience while receiving mentoring from practitioners.

In addition, Mirae Asset Securities operates a mock investment league targeting MZ generation and beginner investors (Joorini: stock + child). The recent university student mock investment challenge attracted a total of 1,426 applicants, receiving positive responses from the MZ generation. A Mirae Asset Securities official stated, "We will actively support mock investment competitions, consulting, and non-face-to-face investment lectures targeting MZ generation who are new to investing."

Samsung Securities is approaching the MZ generation with a friendly image through YouTube content. Samsung Securities introduced a sitcom series featuring the character 'Davida.' On the 31st of last month, they released one teaser video, and the series consists of a total of nine episodes, including eight main episodes. The series will cover various topics encountered in work life such as self-development, office romance, and remote work. 'Davida' is a character name derived from 'I am the answer to investment,' and it gained popularity among young people after being revealed through Samsung Securities' YouTube brand video.

Moreover, Samsung Securities is conducting the 'Easy Investment Festa,' a team competition using 'personality tests' popular mainly among the 20s and 30s age groups, and earlier in June, they launched the simple investment app 'O2' targeting the MZ generation.

NH Investment & Securities launched the brand digital platform 'Investment as Culture.' 'Investment as Culture' was created with the concept of an 'investment playground' so that MZ generation customers with no investment experience can easily and enjoyably engage with investing. It is designed like a game to experience stocks and investment culture, reducing psychological resistance to first-time investing and maximizing familiarity.

Shinhan Financial Investment opened an investment research center. Established to increase customer satisfaction with the demand for easy investment information, the investment research center reprocesses existing reports from the perspective of the recently increased number of beginner MZ generation investors, lowering the entry barrier to investment information. Additionally, they recently published beginner guides for MZ generation novice investors titled 'First Stocks' and 'First Overseas Stocks.'

The reason securities firms are presenting various marketing strategies tailored to the MZ generation's perspective is that the MZ generation is emerging as a key customer base. According to Shinhan Financial Investment, an analysis of 400,000 investors who opened accounts non-face-to-face in the first half of this year showed that more than half were from the MZ generation. Among investors in their 20s, 21% invest in overseas stocks, and among those in their 30s, 18%, indicating that 20% of MZ generation stock investors trade overseas stocks.

This content was produced with the assistance of AI translation services.