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 a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

In celebration of Pepero Day, convenience stores are dropping exclusive character collaborations to entice devoted collectors from those fandoms. In South Korea, Gen Z and Y are driving a revival in nostalgic characters from their childhood as they seek comfort in uncertain times.

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.

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?