Nowadays, MZ 'subscribes' to human relationships.
Date
Jan 20, 2026
Classification
- Trends/Insights
"My friend also subscribes for 50,000 won a month." The reason people open their wallets to strangers.
#CommunityBusiness #LooseSolidarity #SalonCulture #TasteConsumption
🫑 3-Line Summary
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Recently, paid social gatherings where people pay a monthly membership fee of about 50,000 won to eat or talk with strangers have become popular among the 2030 generation.
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Breaking away from existing gatherings based on school ties, regional connections, or productivity, we prioritize the 'connection' with people who share similar values and tastes, without knowing each other's identities.
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It is a phenomenon that reflects the desire for a 'loose but safe solidarity' with verified others amidst the sense of isolation caused by COVID-19 and a competitive society.
🥦 Insight
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I buy 'safety' over 'stickiness'
It seems the core competitive edge of a community now lies not in how close you become, but in how effectively you filter out strange people. The "relationship paradox"—where one wants to confide their deepest feelings but is reluctant to share them with acquaintances who know their weaknesses—is driving the growth of the paid social gathering market. From a business perspective, this signals that people are now willing to pay for "taste curation" and "psychological safety" rather than a sense of belonging itself.
🥄 A spoonful of execution
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Does your brand or service provide customers with a 'safe space to communicate'? Check to see if you are imposing overly heavy relationships.
—— View Original ——
■ Popularity of 'Paid Clubs' Among 2030s
Simple meals and conversations with a 50,000 won monthly membership
Freely share your worries without exchanging contact information
"Sense of disconnection after COVID-19... growing desire for new encounters"
Pursuing friendship centered on 'sharing values' rather than for hobbies or learning purposes
Freely share your worries without exchanging contact information
"Sense of disconnection after COVID-19... growing desire for new encounters"
Pursuing friendship centered on 'sharing values' rather than for hobbies or learning purposes
Various small gatherings and one-time meetups are becoming popular among the 2030 generation.
The app 'Somoim,' which acts as an intermediary to help people meet strangers and socialize, has recorded 1 million cumulative downloads, and users are even making generous in-app purchases to meet new people.
Furthermore, new trends are emerging, such as heading out to a cafe early in the morning to chat with new people before work, or even going through interviews to join small groups.
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