Kim Nando: "The 2024 Trend Is a Time-Efficient Society... Time Equals Money"

'DRAGON EYES'

This is the trend forecast for 2024 by the Trend Korea writing team led by Professor Kim Nando. For this year's book, the team utilized generative AI to speed up the writing process, but ultimately named it 'Hwayongjeom (DRAGON EYES)'-the finishing touch of drawing the dragon's eyes-because human intervention was still necessary to achieve a high level of completion. The fact that 2024 is the Year of the Blue Dragon was also taken into consideration.

Now in its 16th year, the 'Trend Korea' series announces 10 key trend keywords each year, forecasting the following year's major issues. In the early years, keywords were listed regardless of priority to fit English acronyms, but now the main keyword that encompasses the other nine is placed at the forefront. This year's first keyword is 'Don't Waste a Single Second: Time-Efficient Society.'

[Photo by Miraeui Chang]

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At a publication press conference held at the Press Center in Jung-gu, Seoul on October 5, Professor Kim Nando said, "We focused on how people now live by the second," and diagnosed this as "an inevitable change resulting from a rapidly shifting economic paradigm." According to him, society is shifting from an ownership economy to an experience economy. Professor Kim explained, "In the past, people used to boast about expensive luxury watches, but now they talk about having omakase yesterday or where they traveled. In the past, money was more important than time, but now they are considered equally valuable."

The shift from fierce 'lowest price' competition to 'optimal price' competition is also part of this trend. Professor Kim said, "Previously, many people would search multiple places to save just 100 won, but now more people choose to spend that time on enjoyable activities. Companies that used to battle over customers' wallets are now focusing on time. For example, by providing estimated delivery times, they want to give consumers the feeling that their time is being managed."

He predicted that 'Ditto Consumption'-spending less time deliberating-will become more prominent. Meaning "me too," this trend refers to delegating decision-making to someone else in order to save time. Professor Kim explained, "When people agree with someone else's lifestyle, values, or philosophy, they often follow that person's choices."

Regarding the emergence of generative artificial intelligence (AI), he introduced the concept of 'Homo Promptus.' While the rise of AI has sparked fears of human replacement, Professor Kim emphasized, citing Moravec's Paradox, that "what is easy for humans is difficult for machines, and what is easy for machines is difficult for humans," meaning humans possess unique abilities that cannot be replaced by AI. He said, "The ability for humans to reflect on themselves is what will allow us to surpass AI, and this ability comes from humanities and analog experiences. In the film 'Parasite,' for example, while children from poor families struggle to find free Wi-Fi, the wealthy child plays by setting up a tent and shooting arrows. Those who have more are investing in analog experiences."

Other concepts introduced include the 'Hexagonal Human,' referring to individuals who excel in every area including appearance, education, and assets; 'Dopamine-ing,' where seeking fun becomes a daily routine; and the 'Dad Who Wasn't There,' representing fathers who have transformed from traditional breadwinners to partners and now advocate for 'leaving work at 6 p.m.'

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