[New Book] Where We Swipe Our Cards

[Financial News] “Where We Swipe Our Cards” explores why people seek out offline spaces even in an era when online shopping has become more convenient. Trend researcher Lee Jae-heun and Korea Credit Data (KCD) analyzed changes in spending among Generation Z and people in their 20s and 30s, drawing on payment data from more than 2.3 million merchants.
The book takes scarcity, sensory appeal, connection and experience as its four key concepts. Through examples such as the trend of prioritizing texture when choosing desserts and the search for open-air bars and pop-up stores, it examines the criteria consumers use to make choices.
It also covers changes in commercial districts such as Ikseon-dong, Seongsu-dong and Dosan Park, as well as local festivals and spending on wellness, dining out and tourism. The author focuses on the desire to discover new tastes through informal gatherings and the urge to broaden one’s options on a limited budget. The book connects the psychology and values underlying trends with traces of actual spending.


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