The Rise of Low Consumption Core: A New Trend Among Gen Z

Posts related to ‘low consumption core’ are increasing rapidly on TikTok, with many users boasting about their frugal lifestyle. This trend, also known as ‘underconsumption core’, is a combination of the words ‘under-consumption’ and ‘core’, a term associated with fashion trends.

TikTok influencers who posted posts related to low usage core. He brags about not going to the nail salon and using the same mobile phone for 6 years. /Photo = Still from TikTok @goingzerowaste

The ‘low consumption core’ trend is characterized by reducing consumption to a minimum, with users showcasing their everyday lives, focusing on subtlety and minimalism. Some examples of low consumption core include reducing the number of makeup steps, using makeup until the end, wearing second-hand clothes, and increasing the cycle of using electronics.

Posts that appear when you search for low usage core. This means they’re still using an old iPhone with a broken screen, or they’ve recently replaced their 2011 laptop with a used 2020 model. /Photo = Still TikTok

This trend is not just limited to the United States, as a similar trend, known as ‘YONO’ (You Only Need One), is emerging in Korea. YONO is a new consumption method that pursues maximum satisfaction with minimum consumption, considering not only cost-effectiveness but also cost-effectiveness.

The YONO Trend in Korea

According to a report by KB Financial Group Management Research Center, YONO is a new consumption method for the 2030 generation that pursues maximum satisfaction with minimum consumption. This trend is characterized by considering not only cost-effectiveness but also cost-effectiveness.

Statistics show that the average number of daily taxi journeys for people in their 20s and 30s fell by 21% in the first half of this year, a bigger drop than the 3% average drop for other age groups. The number of buffet meals in the first half of the year also fell by 4% compared to the same period last year, and eating out in the aquaculture industry fell by 8%.

Last year, the proportion of new car registrations imported for the 2030 generation also recorded 17.8%, falling below 20% for the first time since 2009.