In the first half of 2025, South Korea's major trends include running, AI, slow aging, companionship ("banryeo-seong"), and the transformation of luxury. Moving beyond the past pattern of simply introducing and consuming new things, a culture pursuing sustainability and depth is spreading. The video emphasizes a societal shift toward focusing on what endures and integrates into life over time, rather than fleeting fads.

1. From the Age of Introduction to the Age of Depth: The Flow of Change

Past trends always focused on promoting new styles, items, and brands. In the 2010s, various interior styles -- "Kinfolk style," "French," "Nordic" -- rotated annually, and previously unknown brands like pendant lights and Louis Poulsen were introduced, giving consumers a fresh shock.

"Every time you woke up, new styles, items, and brands were being introduced."

But in the first half of 2025, the shift is away from the "freshness of what's being introduced" and toward the depth of what we already know. In bathrooms, attention goes not to unknown new products but to things we already know -- towels, hair dryers, food waste disposers -- and in home appliances, practical items you can use consistently in daily life are becoming the mainstream.

2. Running, Expos, and the Importance of Tangibility

Running, which gained momentum starting in 2023, has now become an all-season trend. As of June 2025, it surpassed 100,000 monthly searches to become a "mega keyword," growing from a fad into a daily habit.

At the heart of this change is "tangibility." That is, actually moving your body and experiencing things firsthand at venues like festivals, expos, baseball stadiums, and swimming pools is valued.

"Activities where people move their bodies and physically go to a space where they exist... those are what's trending."

Whereas before, sharing through group activities like "let's do it together" crews was important, now "slow running" and finding your own pace -- doing things consistently without overexertion, even if it takes more time -- is the flow gaining more attention.

3. Sustainability: Emphasizing What You Can Do for a Long Time

The core keyword consumers crave is "sustainability." In the past, brands appealed by championing "the environment" and "veganism" as brand characteristics, but now what matters is how long an individual can keep it up.

"We've moved from an era where brands shouted 'We stand for sustainability' to a time when people are focused on 'Can I actually keep doing this?'"

"Things like Miracle Morning just aren't sustainable."

Rather than the once-popular "Miracle Morning" approach of forcing yourself to wake up extremely early for maximum efficiency, routines you can sustain in your own life, and methods like slow aging that are gradually maintainable over a long period, are establishing themselves as the real trends.

4. The Evolution of Influencers

While past influencers were typically "early adopter" types who quickly tried new things, in 2025, people who have done something consistently over a long period, showing depth in their lives, attract more trust and attention.

"For those doing marketing at companies, rather than flashy, trendy influencers, it's worth turning your attention to people who have lived that way all along."

Within this flow, the concept of "companionship" (banryeo-seong) also emerges. AI, too, is evolving into something you name, assign meaning to, and grow alongside.

"AI is evolving into a companion. Like a plant you nurture -- your own AI will become increasingly important."

Products and services also emphasize not the anonymity of uniform mass production, but relationship-building with the user -- being perceived as uniquely one's own -- has become the core.

5. Luxury and the Value of "Difference"

The concept of luxury has also changed. In the past, rare, expensive things that were higher and more special than others' defined "luxury." Now, "something of my own that's different from others," and things with limited-edition value hold more appeal.

"Luxury isn't about being 'high class' -- it's about being different. Things like 'slow' belong in that category of difference."

"Seasonal produce is trending. It's nature's limited edition."

A slow morning where you leisurely prepare matcha, seasonal wild fruits you can only taste at a certain time -- small luxuries you can only enjoy right now have become modern luxury. The new trend is focusing on "difference" rather than "rank."

6. The Evolution of Routines: Finding Your Own Efficiency

After the pandemic, routines became fundamental to every lifestyle. Initially, things like workout routines and skincare routines focused on "what to do and how to do it efficiently." Now, attention is shifting to finding your own pace, "recovery," "stretching," and finding a way that you can sustain over time.

"Waking up at all is a miracle -- what Miracle Morning?"

"Now people are looking for sustainable routines -- finding 'what's my own pace.'"

Rather than efficiency defined by someone else's standards, society has come to value efficiency tailored to oneself, and through this process, people have come to know themselves more deeply.

In Closing

The 2025 South Korean trend lies in the pursuit of "depth," "sustainability," and "tangibility" rather than a competition over novelty. We are heading toward the Depth Era -- a time that values finding your own pace over flashiness, discovering significance in the familiar, and prioritizing what can truly endure. Remember: what truly matters now is "what I can do for a long time" and living "in my own way, differently."