People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

South Korea is growing into a nation of kidults who turn to nostalgia for escapism. The country has become one of the largest markets for classic Japanese character company Sanrio, a brand experiencing a global resurgence across different sectors, including food, fashion, beauty, and lifestyle.

The pandemic lockdowns resulted in adults having more free time, with many cultivating new past-times, playing games, and finding new ways to escape the seriousness of being a grown-up by doing something they love. But who are the ‘kidults’? And why are they prioritizing playtime?

Gen MZ drives consumer culture in Korea, and their love of all things ‘newstalgia’ (or ‘newtro,’ as the Korean media call it) has inspired trends since 2018. With global and local brands cashing in on their love for newstalgia, what strategies can help stand out in a rapidly saturated trendscape?