Gmarket·Auction Selects Shopping Keyword 'Fam-Zam'

Expansion of Consumption Beyond Myself to Family Happiness Due to COVID-19
'Famjam', Reflecting Consumer Psychology Seeking Fun Within the Family

[Asia Economy Reporter Yuri Kim] It is forecasted that in 2022, the trend will shift from the once-popular 'YOLO' to a tendency to find happiness and fun within the family.

Gmarket and Auction announced on the 6th that they selected 'Fam-Zam' as the online shopping keyword for 2022. This keyword reflects consumer sentiment prioritizing 'fun (Zam)' and 'convenience' experienced while spending time with family (Family). Due to restrictions on outdoor activities and meetings caused by COVID-19, it is interpreted that consumption trends will also strengthen around family-centered developments.

Premium home appliances that provide convenience to family members are expected to continue enjoying a boom following last year. On these platforms, dishwasher sales increased by 22% compared to the previous year. Robot vacuum cleaners rose by 23%, bedding vacuum cleaners by 24%, clothes dryers by 12%, and large double-door refrigerators by 19%. Premium induction cooktops for convenient 'home cooking' (52%) and espresso machines to complete the home caf? (15%) also received positive responses.

Investment in the home, the family's sanctuary, is also expected to become more active. Last year, construction and interior work such as wallpapering, installation of sliding doors, and sinks increased by 44% compared to 2020. Lighting fixtures (20%), garden and horticultural supplies (35%), and dining tables (15%) also saw double-digit sales growth. Carpets and rugs, which help create a cozy atmosphere, recorded a sales increase of 210%, more than tripling.

The increased demand for home-cooked meals is expected to continue this year as well. As home meal demand persists, a polarization in table setting is anticipated. While consumers will use convenience foods to easily prepare home meals, there is also a rapidly growing consumer sentiment to enjoy special gourmet experiences with menus reminiscent of professional restaurants.

This trend was also detected in last year’s sales data. Sales of instant rice and instant soups/stews increased by 25% and 19% respectively compared to the previous year. Frozen and easy-to-cook foods and ramen rose by 33% and 23% respectively. This is interpreted as reflecting the tendency to eat simply due to increased meals at home caused by remote work and remote schooling. On the other hand, items previously only available at professional restaurants, such as caviar and Iberico pork, grew by 16% and 22%, truffle oil by 25%, and king crab and lobster by 17%, showing remarkable growth. This is analyzed as demand to recreate the dining-out atmosphere at home due to reduced dining out.

Due to restrictions on outdoor activities, the movement to spend enjoyable time with family is expected to become even more active. Preference for products that allow meaningful time at home is expected to continue. Sales of projectors and screens, and soundbars for watching movies and listening to music with family at home increased by 18% and 16% respectively last year. Sales of massage chairs also rose by 35%.

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