Jalpa, Overwhelming AI Usage... 'Malatanghuru' Still Popular

Shinhan Card and Carrit Analyze 'Jalpa Generation' Consumption Trends
Art Galleries More Popular Than Museums...Influence of SNS Certification Shots
Preference for Malatang but Focus Also on Health and Detox

Shinhan Card analyzed the recent consumption trends of the emerging key consumer group of the future, the “Jalpa Generation (Generation Z + Alpha Generation),” in collaboration with the trend media outlet “Carrit.”

According to Shinhan Card Big Data Research Institute on the 28th, digital natives in their teens and twenties are rapidly adopting artificial intelligence (AI) technology. Comparing the changes in usage amounts by age group for three major AI services, including ChatGPT, between January-February this year and January-February last year, the monthly average transaction amount growth rate was overwhelmingly higher among those in their teens and twenties. Teenagers showed the highest increase rate at 43.2%, followed by those in their twenties at 38%. The per capita usage amount growth rates were also high at 61.8% and 66.0% for teens and twenties, respectively.

The Jalpa Generation showed no resistance to paid use of platforms and content beyond AI. They actively consumed webtoons and games as representative examples. Looking at the proportion of paid usage by age group last year, the Jalpa Generation had higher usage rates in both webtoons (43.2%) and games (43.3%) compared to other age groups.

In offline cultural activities, art museums were more popular than museums. Analyzing the number of visits to art museums and museums by age group from December last year to February this year, those in their teens and twenties visited art museums (19.2%) more than twice as often as museums (8%). Especially, the proportion of female visitors was significantly high at 70.7%. During the high inflation period, the relatively low admission fees allowed for special experiences, and the increase in experiential and playful exhibitions attracted the interest of Jalpa Generation women, who could take “proof shots” to post on social networking services (SNS).

[Image source=Yonhap News]

The popularity of Malatang and Tanghulu remained strong. Analyzing the age groups using Malatang from December last year to February this year based on the number of visits, the combined proportion of teenagers (7.2%) and those in their twenties (26.1%) was 33.3%. The usage proportion of those in their forties was the highest among all age groups at 30.3%, which is interpreted as parents with teenage children consuming for their children. Last year, the number of Tanghulu visits showed that the 10s and 20s accounted for 38.8%, indicating that the Jalpa Generation led the Tanghulu craze.

Those in their teens and twenties preferred spicy foods while also actively focusing on self-care centered on health and detox. Looking at the usage status of salad specialty stores and gyms last year, the teens and twenties showed the highest usage rates among all age groups at 32.5% and 26.9%, respectively. This is interpreted as the Jalpa Generation showing a movement to manage themselves through consistent diet and exercise from childhood, along with an interest in slowing aging.

A representative from Shinhan Card Big Data Research Institute said, “Based on the current consumption trend analysis, we looked at the interests of the emerging key consumer group of the future, those in their teens and twenties,” adding, “We will continue to strive to provide services that meet customer needs through various trend analyses.”

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