NHN Payco analyzed campus payment data from the first half of 2025 and revealed the consumption patterns of Generation Z (born in the mid-1990s to early 2000s) college students on the 11th.
NHN Payco enhances the convenience of college students' lives through campus-specific features, including mobile meal tickets for dormitories, bus ride tickets for commutes, and reservations for 1,000 won breakfasts, offering various discounts and reward benefits. Currently, campus zones have been established in 240 universities nationwide, and the number of accumulated users has surpassed 480,000. This analysis was based on approximately 3 million data entries generated at the top payment universities within campus zones in the first half of 2025.
The analysis results of Payco campus zone payment data for the first half of this year show that the total payment amount in campus zones increased by 17% compared to the previous semester. The payment amounts for meal tickets and ride tickets also increased by 31% and 49%, respectively, compared to the previous semester. The day with the most active payments on weekdays in campus zones was Wednesday, while Friday had the lowest activity.
The top 10 schools with the most active Payco campus payments were identified as ▲ Seoul National University ▲ Kyunghee University ▲ Yonsei University ▲ Hankuk University of Foreign Studies ▲ Sungkyunkwan University ▲ Inha University ▲ Korea University ▲ Hanyang University ▲ Ewha Womans University. Notably, it was reported that 61% and 77% of enrolled students at Seoul National University and Korea University, respectively, are using Payco.
The experience of using Payco is expanding beyond the campus into various consumer domains. Generation Z users drawn to Payco are actively utilizing general services such as "Payco coupons," which offer discounts and rewards from various brands, in addition to campus-specific features. The use of coupons was particularly active at major universities, with an average discount or reward benefit of 5,115 won per transaction among the top 10 universities for coupon usage.
Specific consumption patterns that only appear during exam periods were also observed. During the exam period, cafe payment amounts showed an increase of more than 17% compared to normal times. This is interpreted as reflecting the demand from 'café students' who seek out cafes as study locations or consume caffeine to enhance concentration. During the same period, payment volumes at McDonald's in campus zones from 4:00 a.m. to 10:30 a.m. increased by nearly 20% compared to usual. More students sought 'McMorning' for breakfast after all-night study sessions, confirming the so-called 'McMorning challenge' consumption pattern.
Changes in consumption patterns were also identified during college festival periods. During festival periods, late-night payment volumes (10:00 p.m. to 2:00 a.m.) rose by approximately 30% compared to normal times. This increase is analyzed as a result of active night activities inherent in campus festivals, leading to higher consumption.
Brands preferred by Payco campus users include affordable coffee franchises like MegaMGC Coffee, Mammoth Coffee, Baek Da Bang, and Compose Coffee that offer easy takeout at reasonable prices, and fast-food brands focused on cost performance like Mom's Touch and KFC. Additionally, the use of convenience stores such as Seven Eleven, Emart 24, and KORAIL Retail showed a high proportion.
This reflects the high usage of lifestyle stores closely related to everyday consumption, particularly noting Storyway due to its high accessibility, being located near subway stations or along commute routes to campus. This indicates that college students place a high value on utility and mobility convenience, forming consumption patterns centered around reasonably priced beverages, convenient meals, and practical daily necessities.