"When fans go to a BTS concert, they even pick up the paper confetti that flies from the stage. They make the clean ones into keyrings or tuck them into calendars, and they send the rest as gifts to fans who couldn't attend. It's because they want to keep, remember and revisit their own experience."
Professor Song Su-jin of the School of Interdisciplinary Management at the College of Global Business, Korea University, said this at the 2026 ChosunBiz Consumer and Retail Forum held at The Westin Josun Seoul in Jung-gu, Seoul, on the 16th, noting that "today's consumers are 'experience collectors' who do not stop at simply purchasing products but collect experiences to build their identities."
Song said, "In the AI era, consumers dislike wasting emotions, time and attention," adding, "As technology reduces inconvenience and trial and error, consumers are using the time and attention they save to pursue experiences that are more memorable."
Song said, "If in the past it was the role of corporations to tell people what to buy, in an era overflowing with information, curation that recommends products to match consumer tastes has emerged, and consumers are going a step further to ask, 'Why does it have to be your brand?'"
Song explained that consumers have recently grown more inclined to use their emotions, time and attention efficiently. Citing cases such as checking spoilers—including the ending—before watching a movie and minimizing unnecessary conversation even in running crews, Song said, "Consumers are constantly measuring the amount of time, expense and emotion they must spend."
Song pointed to technological advances as the backdrop to this shift. Using Netflix's personalized recommendation service as an example, Song said, "Consumers have now grown accustomed to being presented with options optimized for them," adding, "Technology has reduced consumers' trial and error and search processes."
Song emphasized in particular that the physical, mental and emotional distances perceived by consumers are all shrinking rapidly. Citing examples such as drone delivery in Shenzhen, China, spontaneous same-day trips abroad, and online fashion consulting, Song explained, "Technology has reduced not only physical distance but also the mental distance required to learn new fields and even the emotional distance involved in forming taste-based communities."
Song analyzed that these changes are also affecting consumption patterns. As the preparation time for experiences shortens, consumers are consuming more experiences in a shorter period and want to assign their own meanings to those experiences.
Song said, "If what one owned used to matter, now the experiences one has had constitute a person's identity," adding, "People are more likely to describe themselves as someone who enjoys running or likes camping than as someone who uses a particular brand's TV or refrigerator."
Song said academic research also confirms the importance of experiential consumption. "As income levels rise, a higher share of people respond that experiences bring greater happiness than material goods," Song said. "Because experiences are harder to compare and linger longer in memory, they have a larger impact on personal identity and relationship building."
Song cited "meaning," "fun" and "authenticity" as the core elements of the experiences consumers collect today. Consumers who choose eco-friendly products are buying the meaning of environmental protection, while limited-edition merchandise and unique collaborations offer scarcity and fun. Song also analyzed that when a brand shows a consistent philosophy and story, consumers feel authenticity and form stronger bonds.
Song advised that corporations should consider not only strategies to turn the product itself into an experience but also mechanisms that let people remember and share that experience. Alongside the example of BTS fans, Song introduced the museum "muse" (museum + goods) craze and emphasized, "If you provide experiences, you should also provide physical artifacts that let consumers remember and share those experiences."
Song then proposed a "CPR" strategy for corporations to strengthen relationships with customers. CPR stands for curation, personality and relationship. Song added, "You need to provide curation that understands customer tastes, show the brand's unique personality and identity, and build relationships that allow consumers to talk and share before and after the experience."