From Giving to Others to Gifting Myself: The Rise of Meconomy

As Korea’s 2025 Chuseok overlaps with the golden holiday week, the concept of “Meconomy” (me-centered consumption) has emerged as a defining trend for the festive season.

Traditionally, holiday gift-giving centered around family and relatives. Now, it’s shifting toward self-gifting, as consumers increasingly prioritize emotional satisfaction (“gasimbi”) over price, even amid high inflation.

“Meconomy,” a combination of Me and Economy, refers to a consumption trend that values personal happiness and fulfillment. The rise of one-person households (36.1% as of 2024), self-care-oriented lifestyles, and preference-based shopping on social media have accelerated this shift.

According to beauty platform Zigzag, searches for beauty devices surged 514%, and transactions increased 262% around the holiday period. Sales of self-care items such as RF massagers and portable hair irons have skyrocketed. Similarly, Shinsegae International reported that sales of high-end niche perfumes rose by more than 120% year-on-year.

Experts interpret this phenomenon as a form of psychological reward spending during economic stagnation, saying, “Even in tough times, people are willing to spend a little more for their own satisfaction.”

This year’s Chuseok marks a symbolic turning point — from giving gifts to others, to giving gifts to oneself.