Value context and insight. lkm@koreatimes.co.kr
Koreans increase spending on exercise, skin care amid popularity of slow-aging lifestyle
A group of people jog at a park in Yeongdeungpo District, Seoul, in this 2024 Korea Times file photo.
By Lee Kyung-min
Kim Ji-young, 40, wakes up at 5 a.m. every day for a run.
“This is what I’ve been doing since January last year,” the early riser said. “The morning run is a great routine for me. It energizes me for the whole day. I don’t know why I didn’t start earlier.”
The mid-level marketing manager is currently training for a 10-kilometer marathon scheduled for October.
“This isn’t just about losing weight. This is the lifestyle I want — setting a goal, doing it. The sense of reward is amazing — mentally, psychologically and physically. I highly recommend it,” she said.
There are days when Kim hesitates, especially after a long, tiring day at work.
“Sometimes I wake up and think, ‘Oh, maybe I’ll skip it today. I’m too tired,’” she said. “But then I reframe the moment as a mental challenge. I decided to do it no matter what, so I will do it. I don’t want to spend the rest of the day feeling guilty about breaking a promise to myself. Of course, if I’m really exhausted, I skip it — but most of the time, I do it.”
Male beauty creator Impa’s makeup tutorial / YouTube capture
Park Jin-wook, 36, starts his mornings a little differently.
A designer at a local tech firm, Park said he can’t remember the last time he began his day without his five-step skincare routine, complete with face mists and LED mask treatments. LED is a semiconductor device that emits light when current flows through it.
“I used to think skincare was superficial and even a bit embarrassing, especially for a man,” he said. “Now, it’s how I destress. Those five or ten minutes, morning and night, are my rare moments of peace. It’s like meditation for me.”
Kim and Park are participants in a broader wellness trend in Korea. Defined by long-term health and self-care, the trend is commonly called “slow-aging.”
According to Shinhan Card data Monday, spending at running specialty stores surged 216 percent over the past two years. People in their 30s accounted for nearly 45 percent of the total. Spending by the 30-39 age group soared 232 percent compared to two years ago.
The trend can also be seen on social media. Over the past two years, keywords related to running increased 4.5-fold.
While earlier searches focused on terms like “jogging” or “diet,” users now search more for “trail running,” “night running” and “running shoes,” more specific keywords.
Keyword searches for “trail running” rose 76.2 percent in the first half of 2024 compared to the same period in 2023.
Running is increasingly becoming popular among women, just as skincare is among men.
Two years ago, men made up 62 percent of customers at running stores. As of this year, women now account for nearly 44 percent, significantly narrowing the gender gap.
In the skincare market, the number of Shinhan Card customers spending over 1 million ($750) on skincare treatments rose 31.2 percent over two years.
Among them, men in their 30s showed the largest increase, with spending jumping 73.7 percent.
“Skincare and running have something in common — it’s about long-term commitment. You don’t see the results right away. But it’s definitely changing you for the better,” Kim said.