Generation Z and millennials have emerged as the main consumer groups in Korea. More recently, the popularity of K-pop, K-dramas, and K-food has led to a growing interest in Korean culture abroad. What Do Young Koreans Do series introduces the places, foods, brands, activities, and content that young Koreans are seeking out right now. [Editor’s Note]
On Nov. 29, 31-year-old Kim Seo-kyung visited Fully Gimbap during her lunch break in Seongsu. This visit is a clear indicator of the rising trend in food customization among South Korea’s younger consumers. Kim, a vegan, finds gimbap essential but often struggles with standard options available in restaurants. “Removing ham and eggs from each order is challenging,” she said. Fully Gimbap’s kiosk system, allowing for tailored ingredients, significantly improves her dining experience. “I dream of a world where all food is customizable,” Kim said.
27-year-old Park Jae-young shared a similar sentiment. On a visit to Fully Gimbap with colleagues, she delights in experimenting with various combinations. “The joy of selecting unique ingredients is immense. If I’m spending money, I want to enjoy something distinctly mine,” Park said.
This customization wave is predominantly driven by the MZ generation, a term used to describe the millennials and Generation Zers in South Korea, known for their distinctive individualism and self-focused values. As a dominant consumer force, this generation diverges from traditional values of communal harmony, instead embracing personal beliefs and preferences in the ‘MEconomy’ – a blend of ‘me’ and ‘economy.’
In the food sector, the MEconomy thrives on customization. It is not just about standardized menus but about ‘my own food’ – personalized to individual tastes. This approach has particularly resonated with ‘fun consumers’ of the MZ generation, who relish the joy of crafting unique food combinations.
Gimbap, translated as seaweed (gim) and rice (bap), is a Korean dish made from cooked rice, vegetables, fish, and meat rolled in gim, and served in bite-sized slices.
Founded by 32-year-old Lee Sang-min, Fully Gimbap is at the forefront of catering to this new demand. Inspired by Subway franchises, the gimbap restaurant boasts up to 10,000 combinations, including ingredients like tuna mayo, smoked duck, chicken breast, stir-fried spicy pork, and rice options like white, black, and brown oats. Customers can add or subtract minor ingredients like cucumbers, carrots, eggs, and cabbage. Even vegans can opt for a vegetable-only variant.
Opened in December of the previous year, Fully Gimbap is located in Seoungsu-dong, Seoul, a hub for Generation MZ. The brand has quickly become a youth favorite and is now eyeing franchise opportunities. The restaurant recently added customizable bibimbap to its menu, alongside gimbap.
This trend has also attracted international visitors, such as 22-year-old Akiko Ohyabu from Japan. Fascinated by the diversity of Korean gimbap, she remarks, “Gimbap is similar to Japanese sushi, but it’s an exploration of Korea’s gimbap varieties, so I marked it on my map as a must-visit in Seongsu-dong.” Ohyabu regrets not being able to try more combinations due to her small group.
K-pop stars, too, are drawn to this trend. Lee Jang-jun, 26, of the Korean boy group Golden Child, spent a day at Fully Gimbap for a YouTube feature. “The appeal lies in the choice, resonating with assertive Gen Z. The variety of ingredients and the diversity of customer preferences were astonishing,” Lee said, humorously comparing the experience to the channel’s theme of ‘Mak Labor’ (physical labor).
Customization is transforming other Korean culinary staples too. In Cheonho-dong, Seoul, ‘Customizable Sundaeguk’ offers a personalized take on sundaeguk, a traditional Korean blood sausage soup. Customers can choose from around ten options: broth, spiciness, meat type and amount, and sundae type. Although the popularity of soup has waned due to the healthy pleasure trend among Generation MZ, the enjoyment derived from selecting and eating soup has attracted members of this generation.
The owner, Ki Bum-seok, 35, conceived this idea observing his parents’ sundaeguk restaurant struggle with varied customer demands. “There were a lot of requests from customers, such as no sundae, no chili, and less spicy,” he said. “My parents found it difficult to accommodate special requests, sparking the idea of customizable sundaeguk.”
Ki, who launched the restaurant in September 2023, offers both standard and custom sundaeguk, observing a generational divide in preferences. “Seniors often go for the familiar a la carte option, while the MZ generation opts for the customizable version,” he said.
Customization also extends to desserts, with Ice cream being a prime example. Wit & Chuckle in Yeonnam-dong, Seoul, allows patrons to personalize ice creams, choosing base and toppings, with over 25 possible combinations.
Yeonnam-dong, a hub for Generation MZ and neighboring Hongdae, is known for its cafes, restaurants, and boutiques. Instead of large stores, small shops are between residential streets, and terrace-style cafes on the lower floors are prevalent. The Gyeongui Line Forest Park at the beginning of Yeonnam-dong has become such a popular shopping area that it has been nicknamed ‘Yeontral Park’ about New York’s Central Park.
CEO Park Su-hyun, 38, embarked on a new venture in July – a customizable ice cream shop within her cafe, which opened six years ago. It was at a time when Yeonnam-dong was becoming a so-called “cafe mecca” and rapidly emerging as a famous commercial district. Yeonnam-dong became saturated with customers, and Park started a new experiment in July this year: a customizable ice cream shop on the first floor of the cafe.
“To manage the cafe’s customer overflow, I thought of an easy take-out option and settled on ice cream,” she said. Park aims to appeal to the MZ generation’s desire for uniqueness. She plans to innovate her ice cream and topping selections continually.
Influenced by American culture, Park adorns her ice creams with American flags, a detail well-received by both Korean and foreign customers.
Industry experts underscore the necessity for all sectors to grasp the preferences of Generation MZ, now a major consumer force. “Valuing individual tastes over blind trend-following has become fashionable,” said Lee Eun-hee, a consumer studies professor at Inha University. “With Generation MZ emerging as a key consumer group, it’s crucial for all sectors, not just food, to invest in understanding their preferences and developing suitable products.”