Youth seek luck amid high prices, job scarcity

From lucky spots to lucky goods, a 'fortune consumption' trend

Hikers crowd the Yeonjudae peak of Gwanaksan in February. [Instagram]
Hikers crowd the Yeonjudae peak of Gwanaksan in February. [Instagram]

"Here's what you absolutely must do when you visit the spot in Seoul said to have the strongest wealth energy."

Posts like this have become a common sight on Instagram. They introduce so-called lucky destinations — such as the Grand Hyatt hotel in Yongsan-gu, Seoul, said to carry powerful fire energy that attracts wealth — and the number of people visiting these spots to verify their luck and share reviews is growing.

As social uncertainty persists — driven by high prices, a tough job market and housing instability — more people are seeking good fortune and positive energy. Spending aimed at finding psychological comfort, whether by visiting certain places or buying products said to bring luck, has continued to rise.

The youth employment picture remains bleak. According to Statistics Korea, the number of employed people aged 15 to 29 fell by 191,000 in July compared with the same month a year earlier, marking 45 consecutive months of decline. The youth employment rate also dropped to 44.2 percent. Consumer prices have kept climbing as well, rising 3.1 percent in August from a year earlier.

Earlier this year, "luck-seeking hikes" emerged as a defining example of the trend. Content spreading on SNS — such as "mountains to visit when life isn't going your way" — drew growing crowds to Gwanaksan and other peaks. The posts kept coming: as of Monday, the Gwanaksan hashtag on Instagram had surpassed 320,000 entries.

Related products are enjoying a quiet boom. According to W Concept, transactions for outdoor goods — including hiking shoes, windbreakers and backpacks — surged 90 percent in August from the same period a year earlier. The spike is attributed to a combination of seasonal demand for outdoor activities and the spreading culture of luck-seeking hikes.

A similar appetite is showing up in lucky goods. W Concept said transactions for products symbolizing good fortune — including dried pollack used in traditional ward-off rituals, moon jar lamps and four-leaf clover NFC keyrings — jumped 160 percent in the first half of this year compared with the same period last year. Growth has continued this month, up 95 percent year on year.

Convenience stores are also tapping into the fortune-consumption trend. GS25 recently launched a "Lucky Coffee" whose packaging features a QR code: scanning it summons "Mumu," a GS Retail character, to deliver the buyer's daily horoscope.

"Demand is growing for the psychological comfort and positive energy that fortune consumption provides," an industry official said. "It has taken root less as superstition and more as an everyday mood-lifter and a form of play culture, so the popularity of related products will likely continue for now."

Bellygom 'Black Bellygom Ropa Seoul Ward-Off Mini Keyring' [Provided by W Concept]
Bellygom 'Black Bellygom Ropa Seoul Ward-Off Mini Keyring' [Provided by W Concept]

siuu@heraldcorp.com