A recent big data 분석 reveals a burgeoning 트렌드 termed "재발견 소비," where 소비자 are finding new 가치 and 의미 in familiar 제품 and 경험 rather than constantly seeking out new ones. This 현상, spanning content, food, and fashion 산업, has been identified as a structural 트렌드 by the KPR 인사이트연구소. Through a deep dive into online big data across four key areas—retro consumption, surging content, personalized recipes, and vintage fashion—the Institute observed a consistent pattern of 소비자 reinterpreting existing 가치 and imbuing them with fresh significance.
Consumers Drive Rise of 'Rediscovery Consumption' Trend
KPR 인사이트연구소, a subsidiary of comprehensive communications group KPR, has identified the widespread emergence of "재발견 소비" through recent big data 분석. This 트렌드 sees 소비자 finding new 의미 in familiar items. The 연구, which conducted an in-depth 분석 of online data across four key domains—retro consumption, surging content, personalized recipes, and vintage fashion—reveals a cross-industry 현상 where 소비자 are reinterpreting past content, 제품, and styles, assigning them new personal 가치.
While traditionally brands proposed new 제품 and 소비자 accepted them, 소비자 are now actively discovering and creating new 의미 themselves. This represents a 문화적 현상 beyond mere 소비, significantly impacting brand 기획 and marketing 전략. KPR 인사이트연구소 defines this 변화 as "재발견 소비," analyzing it as a structural 트렌드 spanning across all 산업.
Retro Consumption Evolves from Aesthetics to Emotion
언급량 related to "retro 감성" surged by approximately 44.6% in just two years, increasing from 126,689 instances between June 2023 and May 2024 to 183,168 instances between June 2025 and May 2026. Alongside this 양적 성장, a 질적인 변화 in retro 소비 is also noteworthy. From 2023 to 2024, keywords predominantly focused on directly recreating past aesthetics and ambiance, such as 'vintage,' 'style,' 'LP,' and 'analog.'
However, in the 2025-2026 period, 감정 중심 keywords like 'comfort,' 'empathy,' 'warmth,' 'romance,' and 'childhood' became prominent. This indicates that retro 소비 is evolving beyond mere imitation of past styles into "정서적 재발견 소비," where 소비자 seek to re-experience past 향수 and 감정 within a contemporary context. 소비자 are finding 심리적인 안정감 and warm connections in familiar things, reinterpreting past 추억 into their current lives.
Consumer Participation Reshapes Food Market and Brand Strategy
The "재발견 소비" 현상, driven by 소비자, is also notably evident in the 식품 시장. 언급량 related to "my own 조리법" increased by 19% 전년 동기 대비 to 119,270 instances, with keywords such as '발견,' '도전,' 'know-how,' '공유,' and 'taste' actively emerging. This demonstrates that 소비자 are moving beyond following conventional 조리법 provided by manufacturers, instead enjoying the 과정 of creating and sharing their unique 조합 and cooking methods, perceiving this as a new 소비 경험.
This 트렌드 is bringing about 혁신적인 변화 in brand 제품 기획. There's a growing number of cases where unique 조합 and 조리법 voluntarily created by 소비자 online lead to the 신제품 출시. The "modisumer" (modify + consumer) culture is firmly establishing itself as a new 제품 기획 paradigm in the 식품 시장. Shin Myung-hee, Director of KPR 인사이트연구소, emphasized that "the common thread identified in this 분석 is that 소비자 have become the starting point of rediscovery." She further noted that the 산업 structure is shifting, with brands now connecting the new 의미 assigned by 소비자 to their 제품 and marketing efforts.
Director Shin also added that, alongside accumulating new 자산, 전략 to reinterpret 기존 자산—such as bestsellers, brand heritage, and past campaigns—to align with current 소비 contexts are more crucial than ever. This implies that brands must respond flexibly to evolving 소비자 욕구 and reposition existing 가치 in novel ways.
