2026 K-Consumer Trend Insights (Ten Keywords regarding What Consumers Want in 2026, the Year of the

2026 K-Consumer Trend Insights (Ten Keywords regarding What Consumers Want in 2026, the Year of the

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Description
영어로 읽는 《트렌드 코리아 2026》
해마다 출간 즉시 종합 베스트셀러 1위를 차지하는 최고의 트렌드서, 〈트렌드 코리아〉 시리즈를 영어로 만난다. K-Pop과 K-Beauty, K-Food, K-Contents에 전 세계가 주목하는 가운데, 이제 K-Trend에 세계를 리드한다. 국내외 대기업 및 다국적 기업의 외국인 임원, 국내에 주재하고 있는 외국인 비즈니스맨과 언론사 특파원, 해외 투자자에게는 물론이고, 국내외 비즈니스 현장에서 활용할 수 있는 트렌디한 영어 표현에 목말라 하는 국내 영어 학습자들에게도 반가운 책이 될 것이다.

이제 AI를 빼고 트렌드를 논한다는 것 자체가 무의미할 정도로, 인공지능이 쓰나미처럼 세상을 뒤덮고 있다. AI가 인간을 대체하거나 도태시키는 것이 아니라, 우리를 보완하고 성장하게 하는 방향을 모색할 때가 온 것이다. 늘 그렇듯이 결국 사람이다. 2026년 붉은 말의 해, 강력한 말의 힘을 발휘하는 인간의 역할과 역량 담아냈다.

AI 대전환의 시대를 맞아 올해 영문판은 특별히 AI 번역의 도움을 받았으며 마지막으로 원어민의 감수를 거쳐 만들어졌다. 이 또한 단순히 AI와 인간의 대립이 아니라, 그 갈등 속에서 합일하는 새로운 변증법적 질서를 확인하는 과정이었다. 2026 에디션의 키워드, 인공지능의 하체와 인간 지혜의 상체가 결합한 반인반마 '켄타우로스의 힘'의 살아 있는 사례라고 할 수 있다.
저자

김난도,전미영,최지혜,권정윤,한다혜,이혜원,이수진,서유현,전다현,이준영,

저자:RandoKim(김난도)
RandoKimisaprofessorintheDept.ofConsumerScience(DCS),SeoulNationalUniversity(SNU).Asaspecialistinconsumerbehaviorandmarkettrendanalysis,hehaswrittenmorethan20booksincludingTrendKoreaseries,DiningBusinessTrendseries,MarketKurlyInsight,TheHyundaiSeoulInsight,TrendChina,WhatConsumersWant,andLuxuryKorea.Healsowroteessaybooks,AmorFati,FutureandMyJob,andYouth,It’sPainfulwhichissoldthreemillioncopiesin17countries.Hehasconductedresearchprojectsaboutconsumerneedsfinding,newproductplanning,andmarkettrendprobingforKorea’smajorcompanieslikeSamsung,LG,SK,CJ,HyundaiMotors,GS,LH,AmorePacific,Lotte,Fursys,Nongshim,andCoway.

저자:MiyoungJeon(전미영)
MiyoungJeonisaresearchfellowatCTC.SheholdsaBA,MA,andPhDinConsumerScience.Since2009,shehasco-authorednumerousbooks,includingtheannuallypublishedbestsellingseriesTrendKorea,aswellasTrendChina,K-BeautyTrend,Twenty-OneThirty-Nine,theKoreanFoodIndustryTrendseries.ShepreviouslyworkedasaresearchanalystattheSamsungEconomicResearchInstituteandservedasaresearchprofessoratSeoulNationalUniversity.SheiscurrentlyacolumnistforDong-AIlbo’s‘TrendNow’sectionandservesonadvisorycommitteesformultipleorganizations,includingLGU+,HanaBank,HanwhaGeneralInsurance,StatisticsKorea,theSeoulMetropolitanGovernment,andtheKLeague.Shecollaborateswithvariouscompaniesonnewtrend-basedproductdevelopmentandstrategicplanning.

저자:JihyeChoi(최지혜)
JihyeChoiisaResearchFellowatCTC.ShereceivedherM.A.andPh.D.degreesinConsumerSciencefromSeoulNationalUniversity.
Herresearchinterestsincludeconsumers’adoptionofnewproducts,generationallifestyleanalysis,product-userrelationships,anddisposalbehavior.ShealsolecturesonConsumerTrendAnalysisatSeoulNationalUniversity.ShewasavisitingresearcheratWashingtonStateUniversity.
Sheistheco-authorofseveralbooks,includingTheHyundaiSeoulInsight,Twenty-OneThirty-Nine,andtheKoreanFoodIndustryTrendseries.ShehaslednumerousconsumertrendanalysisandnewproductdevelopmentprojectswithmajorcorporationssuchasSamsung,LG,AmorePacific,SK,Coway,andCJ.Currently,sheservesastheChairoftheESGCommitteeatE-mart,anAdvisoryMemberofthePublicRelationsAdvisoryCouncil,andamemberoftheSocialContributionBusinessReviewCommitteeatKoreaHydro&NuclearPower.Shewritesthecolumn‘ChoiJi-hye’sTrendInsight’forTheKoreaEconomicDailyand‘ChoiJi-hye’sTrendWatch’forAsiaEconomicDaily.

저자:JungYoonKwon(권정윤)
JungYoonKwoncurrentlyworksasaresearchfellowatCTC,SNU.SheobtainedherBA,MA,andPhDdegreesinConsumerScience,SNU.SheexploredtheintergenerationaltransmissionofconsumptionstylesinherPhDdissertation.Sheco-authoredthebooksK-BeautyTrends,KoreanDiningIndustryTrendsSeries,andTwenty-One,Thirty-Nine.ShehasparticipatedinmanyconsultingprojectswithleadingKoreancompaniessuchasSamsungandCJ,andshealsoservesasanadvisoronvariouscommittees,includingtheNationalSmartCityCommittee.

저자:DahyeHan(한다혜)
DahyeHancurrentlyworksasaresearchfellowatCTC.BAinPsychology,SNUandobtainedbothMAandPhDdegreesinConsumerScience,SNU.Herresearchfocusesonconsumerbehaviorandconsumerpsychology,integratingdataanalyticswithexperimentaldesign.ShecurrentlyteachesundergraduateandgraduatecoursesonConsumerBehavioratSNU.Asaresearcher,shehaspublishedpapersintop25%[Q1]SSCIandScopus-indexedinternationaljournals,andwasselectedasaNext-GenerationScholarbySNU.SheisalsoinvolvedinindustryacademiccollaborationprojectswithmajorKoreancompanies,includingSamsungandLG.

저자:HyewonLee(이혜원)
HyewonLeecurrentlyworksasaresearchfellowatCTC.SheobtainedherBA,MA,andPhDdegreesinConsumerScience,SNU.Herresearchinterestsfocusongenerationtheory(age,period,andcohorteffects),changesinconsumerbehaviorduetotechnologicaladvances,andculturalcapital.ItisbasedoninsightsgainedwhileworkingatorganizationsincludingtheKoreanPublishersAssociation,Leader’sBook,andKakaoPage.Sheisaco-authorofthetheKoreanFoodIndustryTrendseries,K-BeautyTrend,andFutureTrendLab.SheisaregularpanelistontheTBNradioandcontributesatrendcolumntoTheExhibitionJournal.ShehaslecturedatKoreaUniversityandhasservedasapolicyPRadvisorfortheMinistryofLand,InfrastructureandTransport.Sheconductstrendlecturesforvariouscorporations,publicinstitutions,andlibraries,andhasledconsumertrendprojectsfornumerouscompanies.

저자:SoojinLee(이수진)
SoojinLee,PhDinConsumerSciencefromSeoulNationalUniversity,isaresearchfellowatCTC.ShehasconductedresearchonglobalconsumerbehaviorasavisitingscholaratPurdueUniversityandcurrentlyteachesInternationalBusinessatDong-AUniversity.ShehascollaboratedwithmajorcompaniessuchasHyundaiandSamsungonfuturestrategiesbasedonconsumertrendanalysis.ArecipientoftheBestPaperAwardfromtheKoreaFinancialPlanningAssociation,sheisalsoafrequentmediacommentatorfeaturedonmajorKoreanbroadcastingprograms.

저자:YouHyunAlexSuh(서유현)
YouHyunAlexSuhisResearchFellowatCTCandLectureratSeoulNationalUniversitywithauniqueinterdisciplinarybackground.SheholdsaPh.D.inConsumerSciencefromSeoulNationalUniversity,MSinCultureTechnologyfromKAIST,andBAinDesignfromCentralSaintMartins,London.PreviousrolesincludeCustomerExperienc

목차

Preface004

TenKeywords

Human-in-the-Loop017
Oh,myfeelings!TheFeelconomy037
ResultsonDemand:Zero-click057
Self-DirectedPreparation:Ready-core075
EfficientOrganizationsthroughAITransformation095
PixelatedLife121
ObservantConsumers:PriceDecoding139
WidenyourHealthIntelligence161
EveryoneIsanIsland:the1.5Household179
ReturningtotheFundamentals199

Authors218

출판사 서평

책속에서

Onceconfinedtolimitedfunctions,AInowintrudesevenintomaritaldisputes,raisingthefear:“Soon,therewillbenoworkleftforhumans.”
Butisthisreallytrue?Atleastfortheforeseeablefuture,wedon’needtoworry.AI’resultsremainimperfectandcancauseserioussideeffects,whichiswhyhumaninvolvementisessential.Thisideaiscalled“human-in-the-loop”(HITL).Here,“loop”referstothefullprocessofatask,andHITListhecommitmentthathumansmustinterveneatsomestagetoenhanceaccuracy,addcontext,andinjectethicalorcreativejudgment.ItisnotapassivenotionofcontrolbutanactivecollaborativesystemwherehumansandAIcombinestrengthstoachieveoptimalresults.-p.18

Thisleadstotheconceptof“centaurtalent,”ahybridhuman-AIarchetype.InspiredbychesschampionGarryKasparov,acentaurcombinestheuniquelyhumanupperbodycreativity,criticalthinking,ethicaljudgment,empathy,andcommunicationwithAI’spowerfullowerbodyfast,large-scaledataprocessing,patternrecognition,andideageneration.Theupperhumandefines“whattodo”and“why,”whilethelowerhorsehandles“howtoexecute.”-p.34

Fooddeliveryisfollowingthesametrend.AccordingtoaBaedalMinjoksurvey,32%ofusersopendeliveryappswithoutknowingwhattheywanttoeat,mirroringthe“Netflixsyndrome”whereviewersendlesslyscrollwithoutchoosing.Toaddressthis,BaedalMinjoklaunchedaChatGPT-basedrecommendationserviceinMarch2024.Byanalyzinguserreviews,itsuggestsmenusthatfitparticularmoodsorsituations.Forinstance,ifmanyuserswrite:“Iwasstressedatwork,soIorderedspicytteokbokkionmywayhome,”thesystemlearnsthispatternandrecommendsspicytteokbokkitoothersinsimilarlystressed-outsituations.-p.42

Theriseofexpressionslike“microaggression”showshoweasilymodernpeopleareunsettledbyeventheslightestunpleasantfeelings.Theyarenotonlysensitivetonegativeemotionsbutalsoreluctanttoexpressthingsthatmightprovokeemotionaldiscomfortinothers.Instead,theypreferindirectexpression,oftenthroughnon-humansubjects.Forinstance,socialmediahaspopularizedvideoswherecuteanimalsembodytheeverydayfrustrationsandangerpeoplefeel.-pp.45-46

Incontrast,AI-drivenshoppingshowsnotraceofthisfunnelmodel.WhenconsumerspurchaseproductsdirectlyrecommendedbyAI,thestep-by-stepprocessfromawarenesstopurchasedisappears.Thezero-clickapproacheliminatessearch,comparison,andselectionstages.Themomentaconsumerfeelsaneed(orsometimesevenbefore)theyarepresentedwithanoptimalalternativehandpickedbyAI.Platformsandcompaniespredictwhatconsumerswantanddeliveritfirst,shiftingthecenterofconsumptionfromtheconsumer’s“searchcapability”totheplatform’s“suggestionability.”-p.60

Thisphenomenontranscendspersonalinclinations.Apopularobservationcapturesthisperfectly:“Thesedays,evenP-typesmakeplans.”ThePerceivingpersonalitytypesinMBTI─traditionallyspontaneousindividualswhoadapttocircumstancesastheyunfoldnowembracesystematicplanning.Contemporarylifedemandsthistransformation:securingreservationsattrendyrestaurantsrequiresweeksofadvancebooking,whileaccessingfestivalsorperformancesnecessitatesstrategicticketbattles.Inthis“reservationeconomy”wherespontaneitybecomespracticallyimpossible,evennaturallyflexibleP-typesmustcultivatepreparatoryhabits.Ifsuchmeticulousnessappliestoleisureactivities,howmuchmorecriticaldoesitbecomeforlife’spivotalmoments,likecareerdevelopment,marriage,andchildrearing?Thedrivetominimize“failurecosts”squanderedtime,emotionalinvestment,andfinancialresourceshasevolvedintoauniversalsurvivalmechanism.-p.78

Ready-core’splanningimperativeextendsbeyondproductivityintoleisureitself.Contemporary“experiencecompetition(경험경쟁)”hasrenderedspontaneousenjoymentnearlyobsolete.SummerfestivalslikeWaterbomb,PsySummerSwag(흠뻑쇼),andPentaportRockFestivalepitomize“bloodyticketing”intenserushestonabticketsthatcrashservers.Autumn’sSeoulWorldFireworksFestivaltriggersimmediatehotelbookingsatpremiumviewinglocations,whilewinter’sChristmasmarketsoperateexclusivelythroughreservationsystems.Fortheready-coregeneration,thesearen’tmereentertainmentoptionsbutessentialtasksthatrequirestrategicpreparation.Missinganeventmeanswaitinganentireyearacostnoonewillaccept.-p.81

AhallmarkofAXorganizationsisthatworkboundariesaredeliberatelyloose.Insteadofbelongingtoasingledepartment,memberscanparticipateinmultipleteamsatonceandperformdiverseroles.Thiscross-departmentalmovecanbecalled“cross-positioning,”whereindividualsmoveacrossfunctionsandprojects.Affiliationsarenolongerdefinednarrowlyas“someonefromdevelopment”or“amarketer.”Instead,apersonmightdividetimeandcapabilitiesacrossseveralinitiativesforexample,60%incoreproductoperations,30%inanewbusinesstaskforce,10%infuturedesignprojects.Thisallowsorganizationstotapintoonemember’sexpertisefrommultipleangles.-p.101

Modernconsumers’livesmirrorthis.Theirpixelatedlifeisbuiltnotonasinglegrandnarrative,butoncountlessfragmentsofconsumption,taste,travel,andevenemptinessthateventuallyformauniquepicture.Inanagewhereeverythingisrecorded,stored,andshared,eachsmallpixelgainsmeaning.
Consumersinthepixelatedlifeeraarerestlesswanderersofexperience.Tomeetthem,brandsmustnotaimtobedestinationsthaten