2024-2025 Mukbang Trend Report: The Era of Cost-Effectiveness Ends, and the Era of 'My Own Toppings' Begins

My wallet is getting tighter, so why is my food becoming increasingly picky and special?

In an era where grocery prices are soaring and eating out makes our hands tremble, we are going beyond simply filling our stomachs and are becoming obsessed with finding "value for myself." From raving about beauty products bought at Daiso yesterday to spending generously on hyper-personalized diets recommended by AI today—where exactly is this strange flow of consumption heading?

Today, we will provide a complete summary of what we ate and how we spent our money through 2024 consumer data, and what changes will dominate our dining tables in the upcoming 2025-2026 period.

1. Keywords of 2024: "Smart Cost-Effectiveness and the Short-form Invasion"

If we were to summarize 2024 consumption in one word, it would be "Practical Smart Consumption." As high inflation and low growth persist, consumers are no longer solely immersed in "Gasimbi" (satisfaction relative to price). Instead, they have begun to pursue strictly calculated cost-effectiveness (Gaseongbi).

The interesting part is that the arena for this cost-effectiveness has shifted from department stores to Daiso or PB (Private Brand) products in large supermarkets. For the 1020 generation, Daiso has become more than just a household goods store; it has become a core channel to encounter beauty and trends. It was a year dominated by the rational judgment of "If the quality is this good at this price, it's definitely a win," rather than "It's cheap, so let's just buy it."

At the same time, short-form content captured our eyes and ears. The short-form usage rate, which was only 56.5% in 2021, surged to a phenomenal 82.7% in 2024. Even the process of deciding what to eat is now determined not by long review posts, but by short, intense videos around one minute long.

The emergence of AI, such as ChatGPT, cannot be overlooked here. We have entered an era where, instead of typing keywords into a search bar to find a restaurant, we ask AI, "Recommend a low-calorie menu that fits my mood today."

2. Preview of 2025-2026: "Cost-effectiveness is over; now it's the era of 'Hyper-personalized Toppings'"

However, a twist occurs here. The era of opening wallets simply because something is cheap is fading. Experts predict 'Hyper-personalization' and the return of 'Gasimbi' (emotional satisfaction) as the key keywords for the upcoming 2025 and 2026.

The best metaphor to explain this change is 'Topping.'

In the past, consumers accepted a finished dish as it was. In the future, consumers will become "Co-creators" who add "toppings" of their own tastes, health conditions, and values onto the basic framework of a product to create their own unique results.

• Diet Tailored to My Body: Instead of the "salad everyone else eats," "slow-aging" diets or "high-protein" customized lunch boxes tailored to my blood sugar levels and constitution will become mainstream.
• Emotional Satisfaction: Even if the price is a bit high, consumers are willing to pay if the brand's philosophy aligns with them or if it embodies the values they support (eco-friendly, ethical consumption).

In short, the standard of consumption is shifting from "How cheap is it?" to "How much does this represent me?" The dining market in 2026 is expected to evolve beyond simply selling menus into services that design individual lifestyles.

3. Winning Strategies for the Foodservice Industry: "A Strange Encounter Between AI and Tradition"

Then, what should companies and restaurants prepare to survive amidst these changing trends? The rules of the game in the 2025-2026 F&B (Food and Beverage) market will change completely.

First, you must treat AI as your 'Primary Customer' (B2AI). It is no longer humans, but AI that searches for and recommends restaurants. Companies must focus on structuring data so that AI can easily find their information and establish Generative Engine Optimization (GEO) strategies.

Second, you must create a 'New Wave'. Just as traditional gukbap (soup with rice) meets sophisticated interiors and exotic ingredients to capture the taste of the MZ generation, the ability to reinterpret the familiar in a new way is essential. New consumption patterns utilizing delivery platforms, such as 'seasonless ice' desserts that are not dependent on the weather, are also targets for attack.

Third, customized strategies for each generation are necessary.

• MZ Generation: They look for brands with experience, value, and a 'universe (IP)' worth posting on Instagram.
• Senior Generation: From the economically powerful 50s to the health-conscious 70s, functional foods and convenience services tailored to their lifestyles are a massive blue ocean.

However, there is a point of caution. As technology advances, consumers' anxiety regarding privacy protection increases. While 96.7% of consumers want privacy protection, only 15.8% actually feel protected. This means that 'Trust' is just as important as technological innovation.

4. Summary and What We Should Prepare

Let's summarize the core of the 2024-2026 consumption trends we have looked at in three lines.

1. From past Price-focus to future Value-focus: Products that are meaningful to me, rather than just cheap products, will be chosen.
2. From standardized mass production to Hyper-personalization (Topping): Consumers want room to customize themselves rather than the finished form of a product.
3. The combination of digital technology (AI/Short-form) and human values: Success happens when the efficiency of AI is combined with the authentic story of a brand.

The speed of change is terrifyingly fast. However, the essence of trends ultimately lies in 'People.' No matter how much technology advances or how much AI recommends, the one who ultimately presses the payment button is ourselves, searching for 'our own satisfaction.'

Which side is your recent consumption pattern closer to? Is it strictly calculated cost-effectiveness, or is it hyper-personalized toppings containing your own tastes?

We are curious about your thoughts. Please feel free to share them in the comments!