Shinhan Card Big Data Lab Analyzes ‘Micronomy’ Trends: Health and Appearance Management Market Growth Confirmed
Recently, the 'Micronomy' trend has been gaining attention among consumers. It highlights a culture that values health, appearance, and mental health while enhancing individual value. The Shinhan Card Big Data Lab has carefully analyzed this phenomenon and presented the growth potential of the related markets.
Changes in Running and Appearance Management
Shinhan Card revealed a noticeable increase in interest in running over the past few years. Data shows that mentions of running-related keywords have increased by about 4.5 times, and interest in specialized areas such as 'trail running' and 'night running' is also rising. The usage of specialty running stores grew by 203% year-on-year, and spending at these stores increased by 216%. Particularly, people in their 30s accounted for 44.8% of total usage, making up the largest proportion, while the percentage of female users increased by 5.9 percentage points, narrowing the gender interest gap.
Furthermore, as the trend to enhance appearance competitiveness spreads, interest in and consumption of 'slow aging' is also increasing. Over the past two years, franchise dermatology clinic users who spent over a million won have increased by 31.2%. The use by males in their 30s showed the highest increase at 73.7%, indicating that the necessity of appearance management is widely recognized regardless of gender.
Changes in Perception of Mental Health
Another axis of the Micronomy trend is the expanded interest in mental health. In the first half of 2025, visitors to mental health clinics increased by 11.4% compared to the same period in 2023. Analysis of keywords related to 'psychological counseling' revealed clear generational differences. People in their 20s were mostly interested in career or relationship issues, while those in their 30s focused more on child-rearing, marriage issues, and workplace problems. People in their 40s showed more interest in adolescent counseling, and those in their 50s and above were more concerned with depression and feelings of helplessness, highlighting diverse mental health needs across age groups.
"Through this analysis, we were able to confirm people's high interest in a healthy lifestyle and self-care," the Shinhan Card Big Data Lab mentioned.
This trend shows that the Micronomy trend is becoming a foundation for improving personal physical and mental value rather than just a consumption tendency. Accordingly, the related industry is expected to focus more on developing consumer-customized services and products.
Future Prospects of the Micronomy Trend
As consumers of various ages and genders invest in personal health, appearance, and mental stability, the Micronomy trend is expected to continue evolving. Especially, the potential for expansion in the service industry to offer data-based, customized lifestyle solutions is high. The trend of securing social competitiveness through self-development and appearance maintenance is expected to drive continuous expansion of the related market.
This change suggests that Micronomy is entering as a core value driving overall consumer behavior beyond a specific generation. As more related products and services appear across various industries, a consumer-centric market shift is anticipated to accelerate further.
In Conclusion
The Micronomy trend has established itself as a central flow fulfilling various personal needs, and interest in health, appearance, and mental health is likely to expand further. This trend will lead to structural growth in the relevant markets, providing a foundation for offering customized choices to various consumers.
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