• Updated : 2022.7.25 월 15:48
> Culture > Culture & Life
Fun-Efficiency Continues to Dominate the Marketing World
이다현 기자  |  dlekgus0205@naver.com
폰트키우기 폰트줄이기 프린트하기 메일보내기 신고하기
승인 2022.03.21  15:19:33
트위터 페이스북 미투데이 요즘 네이버 구글 msn
▲ Examples of fun-marketing

A fried egg-shaped jelly, a slaps candy and a green onion-flavored cereal. These “funsumer” products have been popular among teenagers and young adults in recent years. “Funsumer”, which is a compound word of ‘fun’ and ‘consumer’, refers to a consumer who seeks the so-called “fun-efficiency” rather than the quality and efficacy of products. This fun-seeking behavior of consumers brings fun marketing strategies. More and more people have a tendency to participate in fun-seeking consumption these days. It has become one of the biggest trends in the country.

There are a few reasons why many people follow the trend. Firstly, people want to get psychological satisfaction through buying products that make them happy, especially in the midst of COVID-19 when they cannot go traveling or do anything fun that they used to do. This situation made them find substitutes in order to be more satisfied with their everyday life by consuming something special for their happiness.

Secondly, it is one of the characteristics of the MZ generation, who were born between the 1980s and 2000s. Young people tend to live their life and spend money on themselves, and the ‘consumption-for-me’ behavior is prevalent among the youth population. This characteristic leads them to get pleasure by consuming and enjoying valuable and fun items at home, instead of spending money outdoors.

Lastly, one of the human traits supports this. You may have heard about Johan Huizinga’s “‘Homo Ludens: A Study of the Play-Element in Culture.” He claimed that we are Homo ludens, the playing man, and the feature of pursuing joy is as important as the rationality that Homo sapiens have. The MZ generation seems to embrace this notion and made it part of their own consuming culture. In addition, Korea has a history of enjoying demotic games, which have harmonized both work and play, instead of looking them as separate concepts. This distinctive recreational culture might be the main reason that the funsuming trend spreads in the country.

In accordance with this type of consumers’ demand and behavior, companies have created new marketing strategies and launched many products so that they may follow the taste of the funsumers, whose consumption tendency is central to their business. The Chonnam Tribune introduces several funsumer products by sorting them into three categories in the types of marketing as follows. Fusion marketing is a result of combining existing purposes or taste of goods. Unique collaboration marketing is an unusual or mismatched combination between different industries. B-rated culture marketing is a humorous, clumsy or retro culture-related strategy.

By Lee Da-hyeon, Tribune Reporter

이다현 기자의 다른기사 보기  
폰트키우기 폰트줄이기 프린트하기 메일보내기 신고하기
트위터 페이스북 미투데이 요즘 네이버 구글 msn 뒤로가기 위로가기
이 기사에 대한 댓글 이야기 (0)
자동등록방지용 코드를 입력하세요!   
- 200자까지 쓰실 수 있습니다. (현재 0 byte / 최대 400byte)
- 욕설등 인신공격성 글은 삭제 합니다. [운영원칙]
이 기사에 대한 댓글 이야기 (0)
CNU Hosts U. S. Department of State CLS Korean Language Program
CNU Has Offered Korean Language Program to U. S. College and University Students for 8 Years in Row
Reborn in Gwangju
CNU International Summer Session 2022 Starts on June 27
Kim Ho-yeon’s “An Uncomfortable Convenience Store” Chosen as the Book of the Year for the 2022 GJRT
Performing Bizet's Opera 'Carmen'
CNU Hosts 70th Anniversary Event 'Green Bell Challenge'
Chonnam National University Celebrates the 70th Anniversary
'CNU Mini Olympic' Takes Place at Main Stadium
Natural Science College's Athletic Meet
About Chonnam Tribune Privacy PolicyYouth Protection Policy Rejection of Email CollectionㆍContact Us
Press & Broadcasting Center, Student Union 1 2F, Chonnam National University, 77 Yongbong-ro, Buk-gu, Gwangju 61186, South Korea l Tel. +82 62-530-0525/0528 Fax. +82 62-530-0522
Copyright © 2005 Chonnam Tribune. All rights reserved. mail to : tribune1968@cnumedia.com