[News Terms] Sensitive to the Latest Trends... 10s and 20s 'Jalpasedae' Generation

Younger than the 'MZ Generation', Early to Mid Teens and Twenties
Trend-Sensitive and Proficient in Latest IT Technologies

The Zalpha generation is a newly coined term combining Generation Z and the Alpha generation.

It refers to teenagers to early and mid-20s born after the mid-1990s. The term emerged alongside criticisms that grouping the 'Millennial generation,' born between the early 1980s and mid-1990s, and Generation Z together as the 'MZ generation' is inappropriate.

[Image source=Yonhap News]

These generations grew up in environments familiar with digital devices, characterized by quickly adopting and utilizing the latest IT technologies. They also easily embrace past cultural trends, sparking retro and 'Halmaennial' crazes. 'Halmaennial' refers to a new consumption trend enthusiastic about tastes favored by grandmothers, such as mugwort, red beans, yakgwa (traditional Korean honey cookies), and misutgaru (a traditional Korean grain powder drink).

The fashion, distribution, and financial industries, sensitive to trends, are swiftly launching various marketing efforts to secure these generations as future customers. Targeting the trend-conscious Zalpha generation, AI recommendation models based on user big data have been introduced to suggest customized clothing to consumers, and genderless clothing that anyone can wear regardless of gender is also being offered.

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