for the past 17 years, Trend Korea’s preface has always started with the economy, but the keyword that opens Trend Korea 2026 is ‘artificial intelligence’ (AI), which overwhelms all variables, including the economy. seoul National University’s Center for Consumer Trend Analysis, led by Professor Nando Kim, has divided the consumption trends of 2026 into two main axes: one is the direct and indirect impact of the AI era, and the other is the human and intrinsic movements in response to it. Let’s look at 10 keywords organized under the acronym ‘HORSE POWER’ to find our own ‘one shot’ to survive the era of great transformation.

Content Information

AI-driven disruption

human-in-the-loop ([translate:Human-in-the-loop]): A collaborative system where AI is given tasks, but humans make the final decisions. The real winners in the AI era are not the ones with the most powerful machines, but the “centaurs” who can think deeply and ask smart questions on top of AI.

zero-click ([translate:Zero-click]): when AI provides answers before consumers search. it’s a paradigm shift in marketing, shifting the power of consumption from humans searching to AI suggesting.

AX Organization ([translate: AI Transformation Organization]): As the use of AI becomes more widespread, a new organizational model is emerging that breaks away from traditional hierarchical structures and puts flexibility and autonomy at the core.

pixelated Life ([translate:Pixelated Life]): as markets become fragmented and fast-moving, people consume in small, short bursts, like the “pixels” that make up a digital image. it’s the age of “micro-trends,” where we indulge in one fad and move on to the next without regret.

In the age of AI, intrinsic human values are becoming more important

feelconomy ([translate:Feelconomy]): an economy where mood is a key driver of consumption. emotional value that makes consumers feel ‘happier, calmer’ has become more important than product performance. services that recommend tea that matches your mood, such as Adotihouse in Yeongdeungpo, Seoul, are typical.

readycore ([translate:Ready-core]): a generation that seeks a sense of security in life through thorough planning and preparation (‘Ready’) in unpredictable times. For them, being ‘ready’ is a core (‘Core’) value in life.

price Decoding ([translate:Price Decoding]): hyper-rational consumers who analyze price tags as if they were deciphering a code to make purchasing decisions. they don’t blindly accept a brand’s unilateral pricing, but verify and agree on the value for themselves.

health Intelligence HQ ([translate:Health Quotient]): the ability to actively seek out and utilize health-related information has become important, with the goal of ‘living a long healthy life’ beyond mere longevity. Following IQ and EQ, ‘health intelligence (HQ)’ is emerging as a new competitive advantage.

1.5 Households ([translate:1.5 Households]): people who want to be alone, but at the same time don’t want to be alone. new households are emerging that combine a full “me (1)” life with a flexible “sense of connection (0.5)”.

fundamentalism ([translate:Fundamentalism]): a longing for the values of the real, the unchanging ‘fundamentals’ in a world inundated with fakes. it’s a movement that seeks to find stability through authenticity and originality accumulated over time.

in the end, the message from Trend Korea 2026 is clear. The more AI changes everything, the more important it is for humans to have their own thoughts, questions, and authentic “roots.” In the words of Master Lee Sedol 9th Dan, “There is no set answer, and no one else can do it for you. Finding the number that is most like you, even if you go around and around, is the path you should take now.

frequently asked questions (FAQ)

Q. what are the keywords of Trend Korea 2026?

A. The top 10 consumer trend keywords for 2026 are summarized by the acronym HORSE POWER. the keywords are Human-in-the-loop, Oh, my feeling! The Feelconomy, Results on Demand : Zero-click, Self-directed Preparation: Ready-core, Efficient Organizations through AI Transformation, Pixelated Life, Observant Consumers: Price Decoding, Widen your Health Intelligence, Everyone is an Island: the 1.5 Households, Returning to the Fundamentals.

Q. what is a “centaur-type person”?

A. A reference to the half-man, half-horse centaur from Greek mythology, it refers to a hybrid professional whose lower body is powered by AI to drive powerful drives, while the upper body retains the sensitivity and wisdom that is uniquely human. It is a talent image that creates new levels of value using AI as a tool.

Q. how is ‘fundamentalism’ different from simple retro?

A. While retro is simply recreating the styles of the past, fundamentalism is the pursuit of the authenticity and intrinsic value of the original, time-tested products. It’s the search for stability and satisfaction in an age of fakes, through the unchanging ‘real’.