"It is important for food and beverage (F&B) brands to use technology to boost efficiency, but they should use technology as a tool to enhance consumers' immersive experiences and achieve sustainability. Amid sweeping changes such as the emergence of artificial intelligence (AI), population decline, and aging, consumers value experience along with efficiency."
Nam Min-jung, head of Insight Platform, said this in a lecture on "the coexistence of analog experiences and digital Foodtech" at the 2025 Foodtech & Trend Conference held in the Orchid Room at the Westin Josun Hotel in Sogong-dong, Seoul, on the 23rd. The event was hosted by ChosunBiz and sponsored by the Ministry of Agriculture, Food and Rural Affairs, and major food companies and Start - Up, along with academic experts, took part to share fast-changing global food trends and directions for technological innovation.
Nam said demographic shifts are the key variable in consumption patterns. In fact, statistics from Statistics Korea's household trend survey show that in just two years, the No. 1 spending category for people in their 40s changed from education to food. Nam said, "In the 1990s, age 30 meant the head of a household, but today's 30 is completely different," adding, "As single-person households have surged, the consumption structure centered on the 'head of the household' has changed. A new consumer group has formed."
Nam said, "For Generation Z this year, 'amulet pollock' was a popular item," interpreting it as "a symbolic act to ease anxiety during a downturn." Nam added, "Generation Z recognizes a downturn not as something to be avoided but as something to be managed, and they regulate fearful feelings about recessions through consumption."
Nam cited a popup store (temporary shop) case by Japanese liquor company Suntory. At this popup in Japan, instead of a menu, various emotions are written out; customers choose how they feel now, and a bartender pairs a drink to match that emotion. Nam interpreted this as, "A generation that once ran for success is now moving into a stage of consoling themselves through growth. Consumption is becoming a tool in that process."
Nam also said, "Generation Z, who are accustomed to digital, ease anxious feelings through offline experiences," adding, "Popular hobby gatherings these days include knitting, book fairs, and watching baseball games, all analog activities based on immersion." Citing the K-chicken restaurant "Coqodaq" that became a sensation in New York, Nam explained, "There, people enjoy champagne with chicken instead of beer, which is a new food-culture experience sought by the digital generation." The analysis is that offline experiences that expand the senses and convey a sense of presence are taking root as a new consumption pattern in the digital age.
Foodtech is also evolving from efficiency to immersive experiences. Nam said, "The refrigerators at Walmart and Walgreens recognize consumers' gaze and movements and display customized information on the glass in real time," adding, "Technology now plays a role in enhancing immersive experiences along the consumer journey." The point is that corporations should apply technology not only in pursuit of efficiency but also in ways that aid the consumer experience.
Traditional dining companies are also shifting to pursue consumers' experiences along with brand efficiency and sustainability. Domestic dining company Sun at Food introduced table ordering and serving robots by launching Modern Shabu House. Nam said, "Tablet ordering and serving robots only assist service staff; people are at the center of service touchpoints," calling it "an example of Foodtech coexisting with people-centered service."