A focused cut of Signals 25W2 — values, travel, entertainment & cultural pulse · n=1,000 KR · Gen Z (15–29) · significance-tested
Methodology · Sample & age break
Who we heard from
China
US
Korea
Japan
Global
Total
1000
1000
1000
1000
4000
Gen Z (ages 15-29)
688
679
682
669
2718
Students (15-21)
301
300
311
305
1217
First jobbers (22-25)
181
232
169
152
734
Older (26-29)
206
147
202
212
767
Millennials (ages 30-43)
271
271
242
261
1045
Younger (30-35)
136
146
135
115
532
Older (36-43)
135
125
107
146
513
Gen X (ages 44-50)
41
50
76
70
237
Values & Mindsets
What Korean Gen Z believe · Gen Z (15–29)
Q.19
Value Statements
Below are some descriptions about how people feel about life or lifestyle. How much do you agree or disagree with each description?
BASE · Among Gen Z (15-29) | Response in % | Top 2 Box (Strongly agree or Agree)
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Stability vs. new excitement Stability is more important than new excitement for me
71 ↑
Risk-taking I’d rather take a risk than missing out on a good opportunity
49
Wellbeing I actively care for my mental and emotional health
73
Material stability It’s my first priority to maintain material stability in my life
76 ↑
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
65 ↑
Relationship I actively build meaningful, supportive relationships
77 ↑
Fit in I prefer to fit in (rather than stand out)
76 ↑
Authenticity I strive to be true to myself, embracing both strengths and flaws
73 ↑
Fulfilling work I get personal satisfaction from my job / school work
62 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
74
Ambition I am focused on success and actively pursue success in my personal and professional life
71 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
59
Success I set small goals for myself, instead of pursuing grand success defined by social norms
64 ↑
Curiosity I believe curiosity is critical to continue to grow as a person
76
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
65 ↑
Fun Having fun is the most important aspect of life – live in the moment
74
New excitement I constantly seek activities or things that’ll bring new excitement to my life
59 ↑
Outdoor I try to get outdoors as much as possible
57 ↑
Looking good It’s important for me to look attractive and appealing
73
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
48 ↑
Observations
Relationship-building tops the set at 77% ↑ — Korean Gen Z place actively building meaningful, supportive relationships above every other value.
Material stability (76% ↑) and fitting in (76% ↑) run neck-and-neck just behind — security and social belonging anchor the value system in equal measure.
Curiosity (76%), fun (74%), looking good (73%), authenticity (73%) and wellbeing (73%) form a dense high tier — growth, enjoyment, appearance and self-care all read as essential at once.
Belonging sits at 65% ↑ alongside environmental living (65% ↑) — community and a lower-impact lifestyle register as shared, mainstream commitments.
Early adopting (48%) and risk-taking (49%) sit lowest — Korean Gen Z value stability over being first or chasing the gamble.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Having autonomy and doing things that I enjoy in work or life
46
Constant personal growths, in work or life (new skills, better overall condition)
41
Being happy with who I am
37
Self-reliance or independence
33
Achieving happiness despite things don’t always go the way I want
32 ↑
Achieving personal fulfillment from work / school
32
Achieving tangible, measurable goals
28
Making a positive impact in the world
28 ↑
Building strong relationships, creating community
21 ↑
Observations
Autonomy leads the definition of success at 46% — doing what you enjoy in work or life is the single dominant frame.
Constant personal growth (41%) is the clear second pillar — success is read as a continuous process, not just an outcome.
Being happy with who you are (37%) and self-reliance (33%) round out the top tier — an internal, identity-led read of what success means.
Achieving happiness despite setbacks (32% ↑) and personal fulfilment from work (32%) tie mid-pack — resilience matters as much as workplace payoff.
Relationship-building (21% ↑) and positive impact (28% ↑) sit lowest but both carry significance — a relational, outward strand exists beneath the individual core.
Q.21
Topics Following Regularly
What topics have you followed the most in the past 6 months?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Latest cultural, fashion trends
30
Work/life balance
24
AI/future technologies
24 ↑
Stock market
22
Healthy, active lifestyle
21
Mental wellness
21
Continued learning
21
Travel / latest visa policies
20
Celebrities / famous business people
17
Trendy / new brands and brand events
16
Domestic sports event
14
International sports event
12
Currency exchange rates
12 ↑
International financial situation
12
International events
11 ↑
Life, lifestyle related with being single
11
Niche (passion/interest) communities and events
10
Environmental policies and initiatives / Global warming
Cultural and fashion trends lead at 30% — K-culture is the clear top interest, well ahead of every other topic Korean Gen Z follow.
Work/life balance (24%) and AI/future technologies (24% ↑) share second place — lifestyle and emerging tech command equal regular attention.
Stock market (22%), healthy lifestyle (21%), mental wellness (21%) and continued learning (21%) form a tight cluster — finance, health and growth track together.
Currency exchange rates (12% ↑), international events (11% ↑) and XR technology (7% ↑) all carry significance despite modest levels — a small but real outward, frontier-tech orientation.
Real estate (5%), social/bullying issues (7%) and aging society (7%) trail the field — structural and civic topics draw the least regular following.
Q.22
Words to Describe the Past 6 Months
If you can use 3 words or phrases to describe the past 6 months – it could be your feelings or your perspectives for the society, what words would you use?
BASE · Among Gen Z (15-29) | 3 Answers | Response in %
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Positive
65 ↑
Happy / joyful
20 ↑
Peaceful / Chill / Relaxed
18 ↑
Content
17 ↑
Hopeful / optimistic
17 ↑
Fun
15 ↑
Energetic
12 ↑
Exciting / Excited
11
Adventurous / brave
11 ↑
Thankful
8
Encouraged
9
Negative
59
Worried / Anxious
20
Exhausted / Tired
18
Stressful
16
Lost / Confused
12
Helpless
9
Depressed / Sad
8
Disappointed
8
Lonely
5
Numb
5
Angry
4
Defeated
3
Neutral
43
Uncertain
17
Routine
16
Eventful
16
Detached / unengaged
5
Observations
Positive sentiment dominates at 65% ↑ — Korean Gen Z describe the past six months in overwhelmingly upbeat terms.
Negative sentiment still registers at 59% — a substantial darker strand coexists with the positive, rather than the mood being uniformly bright.
Within the positive register, happy/joyful (20% ↑), peaceful (18% ↑), content (17% ↑) and hopeful (17% ↑) lead — calm and contentment, not just excitement.
Within the negative register, worried/anxious (20%) and exhausted (18%) top the strain — anxiety and tiredness are the primary downsides named.
Neutral sits at 43%, with uncertain (17%) leading it — a sizeable middle holds ambivalence alongside the strong positive lean.
Q.23
One thing that is going well / badly (new question in 25W2)
On top of your mind, what is going well in your life right now? And what is not going well in your life right now? · What is going well now? · What is not going well?
BASE · Among Gen Z (15-29) | Single answer | Response in %
GENERATIONAL BREAKDOWN · SOUTH KOREAZ · M · X
Relationship with family
GEN Z
14
MILLENNIAL
14
GEN X
20
Friendship / social connections
GEN Z
9 ↑
MILLENNIAL
3
GEN X
1
Physical health
GEN Z
8
MILLENNIAL
8
GEN X
7
Overall sense of fulfilment
GEN Z
7
MILLENNIAL
8
GEN X
18 ↑
Mental health
GEN Z
7
MILLENNIAL
6
GEN X
5
Income stability
GEN Z
7
MILLENNIAL
9
GEN X
9
Relationship with digital devices / social media
GEN Z
7
MILLENNIAL
3
GEN X
8
Exercise / physical activity habits
GEN Z
7
MILLENNIAL
10 ↑
GEN X
5
Work-life balance
GEN Z
7
MILLENNIAL
8
GEN X
5
Ability to plan for the future
GEN Z
6
MILLENNIAL
5
GEN X
3
School / education
GEN Z
5 ↑
MILLENNIAL
1
GEN X
-
Cost of living / daily expenses
GEN Z
5
MILLENNIAL
7
GEN X
7
Work / career
GEN Z
4
MILLENNIAL
7
GEN X
4
Everything
GEN Z
4
MILLENNIAL
6
GEN X
3
Housing situation
GEN Z
3
MILLENNIAL
4
GEN X
5
GENERATIONAL BREAKDOWN · SOUTH KOREAZ · M · X
Income stability
GEN Z
13
MILLENNIAL
16
GEN X
14
Ability to plan for the future
GEN Z
12
MILLENNIAL
9
GEN X
5
Mental health
GEN Z
10
MILLENNIAL
6
GEN X
4
Cost of living / daily expenses
GEN Z
9
MILLENNIAL
12
GEN X
9
Exercise / physical activity habits
GEN Z
7
MILLENNIAL
7
GEN X
4
Work / career
GEN Z
7
MILLENNIAL
5
GEN X
8
School / education
GEN Z
7 ↑
MILLENNIAL
2
GEN X
1
Work-life balance
GEN Z
6
MILLENNIAL
7
GEN X
12 ↑
Physical health
GEN Z
5
MILLENNIAL
8
GEN X
20 ↑
Overall sense of fulfilment
GEN Z
5
MILLENNIAL
6
GEN X
3
Friendship / social connections
GEN Z
4
MILLENNIAL
4
GEN X
8 ↑
Relationship with family
GEN Z
4
MILLENNIAL
6
GEN X
4
Everything
GEN Z
4
MILLENNIAL
3
GEN X
3
Relationship with digital devices / social media
GEN Z
3
MILLENNIAL
4
GEN X
1
Housing situation
GEN Z
3
MILLENNIAL
5 ↑
GEN X
3
Observations
Friendship and social connections lead Gen Z's "going well" at 9% ↑, versus just 3% of Millennials and 1% of Gen X — a distinctly Gen Z payoff from investing in peers.
Family relationships top the cross-cohort list at 14% for Gen Z, but Gen X skews higher at 20% — the inner social world reads as the win for the young.
No single aspect dominates Gen Z's positives, with physical health, fulfilment, mental health, income stability, and digital relationship all clustered at 7–8%.
School/education is uniquely Gen Z at 5% ↑ (versus 1% Millennials) — a life-stage marker.
Pain points skew structural: income stability (7%), future planning (6%), and housing (3%) point to the outer world — money and planning — staying difficult.
Q.24
Focus for the Coming 3-6 Months
Thinking ahead about the next 3-6 months, which aspects from the following list · will you focus on?
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Personal development
37
Personal finance
32
Physical health
29
Mental/Emotional health
29
Do things that I myself like to do
28
Time with family/friends
24
Work/life balance
22
Travel and adventures
16
Entertainment
11
Getting to know or use AI more
11
Being in nature
11 ↑
Community-building
10 ↑
Observations
Personal development leads near-term focus at 37% — self-improvement is the top priority Korean Gen Z set for the coming months.
Personal finance (32%), physical health (29%) and mental/emotional health (29%) form the next tier — money and both dimensions of health rank closely together.
Doing what they enjoy (28%) and time with family/friends (24%) follow — personal pleasure and close relationships hold firm mid-list.
Being in nature (11% ↑) and community-building (10% ↑) both carry significance — a restorative, relational focus is present at the margins.
Entertainment (11%), getting to know AI (11%) and travel and adventures (16%) sit lower — leisure and tech are secondary to development, finance and health.
This is a snapshot. The full 3-year trends & complete dataset are available to clients.
City and park walks dominate at 46% — low-barrier walking is by far the most common outdoor activity for Korean Gen Z.
Biking (25%), hiking (19%) and camping (17%) form the established second tier — classic outdoor formats hold solid ground.
A street/urban expressive cluster sits together at 10%: ultimate frisbee (10% ↑), streetball (10% ↑), street dance (10%) — social, public-space activities carry significance as a group.
Glamping (15%) outpaces fishing (11%) and skiing (10%) — comfort-led outdoor formats compete with the traditional ones.
Flag football (3%), stand-up paddle (6%) and river trekking (7%) sit at the niche end — specialist water and field sports draw the fewest.
Q.32
Domestic / International Travel Destinations
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Domestic destinations, not including staycations
67
International destinations
49
Staycations
30
Observations
Domestic destinations lead at 67% — home-country travel is the default for two-thirds of Korean Gen Z.
International destinations reach 49% — close to half travel abroad, a strong outbound appetite alongside the domestic norm.
Staycations sit at 30% — local lodging stays the clear third option behind both domestic and international trips.
The gap between domestic (67%) and international (49%) shows travel anchored at home but with genuine global reach rather than insularity.
Q.33
Types of Destinations
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Theme parks
46 ↑
Small towns/villages
46 ↑
Well-known nature (mountains, lakes, etc.)
42
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
31
Remote, niche nature that are not discussed much among friends or on social media
26
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Well-known nature (mountains, lakes, etc.)
62 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
60
Theme parks
40
Small towns/villages
25
Remote, niche nature that are not discussed much among friends or on social media
21
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
Theme parks
59 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
44
Small towns/villages
41
Well-known nature (mountains, lakes, etc.)
41
Remote, niche nature that are not discussed much among friends or on social media
25
Observations
For international trips, well-known nature leads at 62% ↑, with cosmopolitan cities close behind at 60% — abroad, Korean Gen Z chase iconic scenery and major urban capitals.
For domestic trips, theme parks (46% ↑) and small towns/villages (46% ↑) tie at the top — curated entertainment and authentic local discovery rank equally at home.
Domestic well-known nature (42%) and cosmopolitan cities (31%) sit mid-tier — natural landmarks and big cities are secondary draws within Korea.
A third destination context places theme parks first at 59% ↑, with cosmopolitan cities (44%), small towns (41%) and well-known nature (41%) close behind — engineered attractions lead, nature and cities cluster beneath.
Remote, niche nature stays modest across contexts (21–26%) — off-the-radar destinations remain a minority taste rather than mainstream.
Q.34
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Among Gen Z who traveled domestically | Multiple selections | Response in %
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
To relax on the beach / in the hotel
40
I travel regularly so I didn’t have a specific goal
36
For some other cultural events
32 ↑
For a concert
24 ↑
To participate in a sports event (e.g. marathon, triathlon, ski)
15
For a film festival
14
Cruise ship trip
14
To watch a sports event
11
LATEST WAVE · 25W2 · SOUTH KOREA · GEN Z
I travel regularly so I didn’t have a specific goal
48
To relax on the beach / in the hotel
40
For some other cultural events
31
For a concert
19
To participate in a sports event (e.g. marathon, triathlon, ski)
15
To watch a sports event
15
Cruise ship trip
15
For a film festival
12
Observations
Relaxing at the beach or hotel leads one trip context at 40% — unwinding is the top stated trigger for travel.
Habitual, goalless travel runs close behind at 36%, and tops a second context at 48% — for nearly half, travel needs no specific reason; it is simply lifestyle.
Cultural-event triggers (32% ↑) and concert travel (24% ↑) both carry significance — live culture and music are meaningful, significant draws.
Sports participation (15%), film festivals (14%) and cruise trips (14%) form the mid-tier — structured activity-led travel holds a steady minority.
Watching a sports event (11%) sits lowest — spectator-driven travel is the weakest single trigger.
This is a snapshot. The full 3-year trends & complete dataset are available to clients.
BASE · Among Gen Z (15-29) | Response in % | Note: ↑ indicates the higher % of this group is statistically significant; same for all below
CROSS-MARKET · GEN ZKR = TARGET
Trust it more
CHINA
28
US
41 ↑
KOREA
26
JAPAN
16
Trust it less
CHINA
38
US
35
KOREA
45 ↑
JAPAN
46 ↑
No change
CHINA
35 ↑
US
24
KOREA
29
JAPAN
38 ↑
Observations
Distrust dominates Korean Gen Z at 45% ↑, the joint-highest with Japan (46% ↑) and well above China (38%) and the US (35%) — platform skepticism runs deep here.
"Trust more" sits at just 26% in Korea, behind China (28%) and far behind the US (41% ↑), placing Korea near the bottom of the trust-gain spectrum.
"No change" registers 29% in Korea, below China (35% ↑) but above the US (24%) — a moderately stable middle layer.
Korea's distrust lead over its trust (45% ↑ vs 26%) is the sharpest net-negative gap of the four markets bar Japan, signalling a wary relationship rather than disengagement.
Q.06
What Feels Like Luxury
What feels like luxury to you these days?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Eating out
CHINA
6
US
16 ↑
KOREA
10
JAPAN
16
Traveling
CHINA
14
US
19
KOREA
22
JAPAN
34 ↑
Time off
CHINA
9
US
13
KOREA
10
JAPAN
12
Having no financial anxiety
CHINA
27 ↑
US
27 ↑
KOREA
15
JAPAN
20
High-quality basics (clothes, skincare, tech)
CHINA
44 ↑
US
25 ↑
KOREA
43 ↑
JAPAN
19
Observations
High-quality basics top Korea's luxury definition at 43% ↑, nearly tied with China (44% ↑) and more than double Japan (19%) — elevated everyday essentials read as aspiration.
"No financial anxiety" registers just 15% in Korea, 12pp below China and the US (27% ↑ each) — psychological calm is felt as luxury far less here.
Travel as luxury reaches 22% in Korea, ahead of China (14%) and the US (19%) but behind Japan's 34% ↑.
Eating out (10%) and time off (10%) sit low in Korea, with the US leading eating out (16% ↑).
Q.09
Views on GLP-1 Medication for Weight Loss
Which statement comes closest to your view on GLP-1 medication for weight loss (e.g., Ozempic, Zepbound, Wegovy)?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
They are changing body standards
CHINA
17 ↑
US
15
KOREA
12
JAPAN
10
They are mainly a health solution
CHINA
19 ↑
US
17
KOREA
19 ↑
JAPAN
14
They create unhealthy pressure to be skinny
CHINA
20
US
24
KOREA
25
JAPAN
22
They don’t really affect society
CHINA
9
US
10
KOREA
10
JAPAN
8
The perspective that skinny is more beautiful is back
CHINA
8
US
18 ↑
KOREA
13
JAPAN
10
Not familiar enough to say
CHINA
27 ↑
US
17
KOREA
20
JAPAN
35 ↑
Observations
Korean Gen Z leans most critical: 25% say GLP-1 meds create unhealthy pressure to be skinny, the highest of the four markets.
"Mainly a health solution" reaches 19% ↑ in Korea, tied with China and above the US (17%) and Japan (14%) — a parallel acceptance read.
Unfamiliarity sits at 20% in Korea, below China (27% ↑) and Japan (35% ↑) — the topic registers more clearly here.
"Skinny is beautiful is back" scores 13% in Korea, between China (8%) and the US (18% ↑) — moderate acknowledgment of a thinness resurgence.
Q.10
Alternative Finance & Cryptocurrency
What do you think best describes why people are turning to alternative ways of making or managing money (such Bitcoin, Ethereum, etc.)?
"Higher returns worth higher risk" dominates Korea at 30% ↑, far above China (17%), the US (16%), and Japan (17%) — a distinctly speculative appetite.
Optimistic opportunism is muted in Korea at 11%, half China's 21% ↑ — Korean crypto interest is return-driven, not idealistic.
Social media influence is low in Korea at 11%, well below the US (18% ↑) and Japan (15% ↑) — crypto is less a viral peer phenomenon here.
Unfamiliarity at 13% in Korea is below China (19% ↑) and Japan (28% ↑) — Korean Gen Z engage the topic with more confidence.
Q.12
Online Male Role Models & "Masculinity" Content
Which best describes how you feel about online male role models and “masculinity” content?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
I welcome it – the society needs views like this to be more balanced
CHINA
22 ↑
US
18
KOREA
7
JAPAN
12
They provide useful guidance
CHINA
28 ↑
US
25
KOREA
18
JAPAN
17
Some are positive, some are harmful
CHINA
31
US
35
KOREA
43 ↑
JAPAN
39
They promote unhealthy values
CHINA
5
US
9
KOREA
12
JAPAN
6
I avoid this kind of content
CHINA
1
US
5
KOREA
5
JAPAN
5
Not familiar with it
CHINA
13 ↑
US
7
KOREA
16 ↑
JAPAN
23 ↑
Observations
The balanced "some positive, some harmful" view leads Korea at 43% ↑, the highest of the four markets and well above China (31%) — a hedged, discerning read.
Receptiveness is lowest in Korea: just 7% welcome these views as balancing, a third of China's 22% ↑.
"Useful guidance" at 18% in Korea trails China (28% ↑) and the US (25%) — less practical endorsement.
Unfamiliarity reaches 16% ↑ in Korea, above China (13% ↑) but below Japan (23% ↑) — a non-trivial unengaged segment.
Q.13
Experience of Being Single
Which best reflects how people your age experience being single today?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
More freedom and independence
CHINA
34 ↑
US
29
KOREA
34 ↑
JAPAN
27
Emotional needs are harder to meet
CHINA
11
US
16 ↑
KOREA
12
JAPAN
9
Less social pressure than before
CHINA
12
US
8
KOREA
14
JAPAN
12
More loneliness
CHINA
6
US
13
KOREA
11
JAPAN
13
A normal way of living – no better or worse than having a spouse
CHINA
28 ↑
US
26
KOREA
22
JAPAN
24
I’m not sure
CHINA
9
US
8
KOREA
7
JAPAN
13
Observations
"Freedom and independence" leads Korea at 34% ↑, tied with China and 5–7pp above Japan (27%) — a positive default framing.
"Normal way of living" reaches 22% in Korea, below China (28% ↑) but holding singledom as an accepted life shape.
Loneliness registers 11% in Korea, between China (6%) and Japan/US (13% each) — a moderate emotional read.
"Less social pressure than before" at 14% in Korea is the highest of the four markets, above China (12%) and the US (8%).
Q.14
AI Impact on Jobs (Next 3 Years)
What do you think AI will mostly do to jobs in the next 3 years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
Create more jobs than it replaces
CHINA
19 ↑
US
23 ↑
KOREA
16
JAPAN
15
Replace many existing jobs
CHINA
14
US
24 ↑
KOREA
35 ↑
JAPAN
26 ↑
Change how most jobs are done
CHINA
31 ↑
US
25
KOREA
25
JAPAN
21
Mostly affect certain industries only
CHINA
21
US
19
KOREA
16
JAPAN
21
Still too early to tell
CHINA
14 ↑
US
9
KOREA
8
JAPAN
16 ↑
Observations
Korean Gen Z is the most pessimistic on AI and jobs: 35% ↑ expect it to replace many existing jobs, the highest of the four and well above China (14%).
"Create more jobs" sits at just 16% in Korea, below the US (23% ↑) and China (19% ↑) — little net-positive expectation.
"Change how most jobs are done" at 25% in Korea matches the US but trails China's 31% ↑ transformation view.
"Too early to tell" is lowest in Korea at 8%, against China (14% ↑) and Japan (16% ↑) — Korean Gen Z have already made up their minds, and it's wary.
Q.15
Views of Ultra-Rich Individuals
Which statement comes closest to your view of ultra-rich individuals?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZKR = TARGET
They deserve their wealth
CHINA
17
US
19
KOREA
21
JAPAN
14
They should contribute more to society
CHINA
31 ↑
US
38 ↑
KOREA
28
JAPAN
29
Their wealth is a sign of system imbalance
CHINA
17
US
18
KOREA
17
JAPAN
16
Their wealth is a result of innovation
CHINA
21 ↑
US
16
KOREA
19
JAPAN
17
I don’t have strong feelings
CHINA
14 ↑
US
9
KOREA
15 ↑
JAPAN
23 ↑
Observations
"Should contribute more" leads Korea at 28%, below the US (38% ↑) and China (31% ↑) but still the top view.
"They deserve their wealth" reaches 21% in Korea, the highest of the four markets, above the US (19%) and Japan (14%) — a notable strain of acceptance.
"Result of innovation" at 19% in Korea sits between China (21% ↑) and the US (16%).
Indifference registers 15% ↑ in Korea, level with China (14% ↑) and below Japan (23% ↑) — moderate disengagement.
This is a snapshot. The full 3-year trends & complete dataset are available to clients.