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The rise and rise of the ‘My-nique’ trend in South Korea

So-called ‘My-nique’ products that emphasise the diversity of personal taste and originality are rising as a new marketing strategy for companies targeting the “MZ generation” – a South Korean term referring to millennials and Generation Z.

The food and beverage industry has recently come up with limited edition items to attract the MZ generation by appealing to their desire to collect them and post pictures on social media.

This is how the MZ generation seeks to ‘identify’ themselves from others, by acquiring items that others don’t have and posting pictures of them on social media.

The beverage brand Sprite recently joined hands with hip-hop record label AOMG, to introduce limited-edition collaboration fashion goods as part of a summer promotion.

The line-up includes five products including a short-sleeve baseball jersey, a t-shirt, a bucket hat and others that come with a Sprite and AOMG logo along with Sprite’s official green and yellow hues.

The beauty industry, too, is offering customised services for the MZ generation. South Korea’s top cosmetics maker Amorepacific released the Base Picker, a customised foundation and cushion manufacturing service in April.

Consumers can choose from 100 base make-up colours sorted by 20 brightness levels and five tones to find the best match for their skin.

As consumers in their 20s and 30s are diversifying in terms of personal taste and demand, furniture makers are also offering personalised products and services.

Hanssem, a home furnishing company, is introducing additional customisable wall shelves, cabinets, and desks to match the various tastes and preferences of each customer.

Iloom, a home furnishing unit of Fursys Group, also recently introduced ‘Beau:SC,’ a customisable dressing table for which customers can adjust the shape and size to fit their taste.

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