(Yonhap)
(Yonhap)

Bar patronage among consumers in their 20s has plunged to less than half within three years. Late-night drinking sessions that once stretched past midnight into second and third rounds are also fading fast. Meanwhile, spending on exercise and leisure activities such as swimming pools and sports centers is rising, suggesting a broader shift in how young Koreans spend their free time.

A consumer trend report titled "NH Trend+," released by NH NongHyup Bank on Wednesday, analyzed about 127 million card transactions by 7.38 million individual cardholders. The number of visits to general bars in the first half of this year fell 34 percent compared to the first half of 2023. Spending at bars over the same period dropped 30 percent.

Bar visits by 20-somethings fall 52%, rise among those 60 and older

By age group, the decline was steepest among those in their 20s.

Using the first half of 2023 as a baseline of 100, the bar-visit index for people in their 20s stood at just 48 in the first half of this year. That reflects a 52 percent drop, effectively cutting visits in half over three years.

The index fell across nearly every age group — 65 for those in their 30s, 60 for those in their 40s, and 76 for those in their 50s. Only those 60 and older saw an increase, rising to an index of 109.

The age makeup of bar patrons has also shifted. The share of total bar visits accounted for by people in their 20s fell 9 percentage points, from 34 percent in 2023 to 25 percent this year. Meanwhile, the share for those 60 and older rose 7 percentage points, from 12 percent to 19 percent over the same period.

The decline was not limited to fewer visits — the culture of extending drinking sessions late into the night also appears to be weakening.

The number of weekday evening bar visits fell across every time slot compared to 2023, with the decline growing steeper the later the hour.

Visits between 6 and 7 p.m. fell 29 percent, while those between 9 and 10 p.m. dropped 35 percent, and visits between 11 p.m. and midnight fell 40 percent. Visits between midnight and 1 a.m. fell 42 percent, and those after 1 a.m. dropped as much as 43 percent.

Swimming pool visits jump 59% as drinking wanes, light leisure grows

In contrast, spending increased in some exercise and hobby-related sectors.

Using the first half of 2023 as a baseline of 100, the swimming pool usage index reached 159 in the first half of this year, up 59 percent. Sports center usage rose 25 percent to 125, and billiard hall usage climbed 16 percent to 116.

However, bowling alley usage fell 37 percent to an index of 63 over the same period, while golf courses and driving ranges both declined to an index of 85.

People in their 20s continued to show a strong presence in relatively casual leisure sectors such as "noraebang" (Korean karaoke rooms) and gaming.

In the first half of this year, people in their 20s accounted for more than half of total visits to noraebang, at 57.7 percent, and to arcades and gaming rooms, at 57.0 percent. Their share at toy stores also reached 50.1 percent.

NH NongHyup Bank said that as alcohol-related spending declines among young people, a preference for personal tastes and lighter forms of leisure is becoming more pronounced.

Not just card data: drinking rates among 20-somethings also fall long-term

The KDCA's National Health and Nutrition Examination Survey also showed a long-term decline in drinking indicators among people in their 20s.

The monthly drinking rate for men in their 20s fell 10.8 percentage points, from 76.9 percent in 2016 to 66.1 percent in 2025. Over the same period, the monthly drinking rate for women in their 20s dropped 6.0 percentage points, from 64.6 percent to 58.6 percent.

High-risk drinking rates also declined. Among men in their 20s, the rate fell 7.4 percentage points, from 17.8 percent in 2016 to 10.4 percent last year, while the rate for women in their 20s fell from 9.2 percent to 7.5 percent over the same period.

Alongside the decline in bar visits, overall drinking indicators among people in their 20s are also falling.

Experts said that as drinking-related spending declines among young people, spending on other leisure activities — such as exercise, gaming and personal hobbies — is increasing.


rainbow@heraldcorp.com