Gaby Gloria is a writer and editor from the Philippines with a deep interest in Asian pop culture. You can find some of her work in CNN Philippines Life, 

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.

Border Reorder

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, yet the complexity around it is becoming more apparent.

Hyper-fast digital services appeal because they fulfil a ballooning desire for instant gratification – contemporary convenience hinges on easy-to-use interfaces that help consumers seamlessly meet their needs. However, the mechanics of consumerism are complex. People are becoming aware of global supply chains, especially in the wake of wars and escalating global conflict. As many brands are cracking down on immediacy (introducing higher delivery fees or offering it as a premium), people are turning to local and smaller-scale shopping for more mindful, slower, grounded spending.

The cost of living crisis makes people reconsider which of their needs are truly immediate, but it's not the only reason some crave a slowdown. The hyper-fast society enables our desires to be fulfilled instantly but might be too fast for our mental health. While convenience used to be a cool thing to have, now it has become essential to function in the current attention economy. People are tormented by a lack of patience and chronic dependency on stimulation from platforms like TikTok – yet the rewards of convenience easily outweigh the concerns.

Compulsive Convenience

 is the co-founder and creative director of the K-beauty brand glow, where she oversees all creative, marketing, and retail-related decisions. The brand was founded under the belief that beauty thrives when it’s both functional and aesthetic.

South Korea

Republic of Korea

Shopping

Resale and online marketplaces

Beauty providers

Beauty and wellbeing

Beauty

Apps and software

Skincare

The Korea Economic Daily

International Trade Administration

The Korea Herald

Cosmetics Design Asia

Pulse News Korea

Biz Hankook

Standard Insights

Interview with Serine Lee conducted by the author

Korea.net

Statista

Tribune Wired

Bloomberg

Medium

글로벌이코노믹

Korea JoongAng Daily

The Korea Times

Hallyu is not stopping anytime soon, and neither is K-beauty. By supporting and fostering the growth of local beauty brands while also catering to the rapidly growing foreign market interested in K-beauty, Olive Young has solidified its position as the leader of the Korean beauty market.