1. From YOLO to YONO

Until recently, Korean youth followed YOLO (You Only Live Once), embracing spontaneous spending and “flex culture”. But in 2025, that mindset is shifting dramatically. The new motto? “YONO – You Only Need One”.

This movement reflects Gen‑Z’s desire for longevity, value, and sustainability. Driven by economic pressures and environmental awareness, they’re choosing fewer, better-made essentials over frequent, flashy purchases :contentReference[oaicite:2]{index=2}.

2. YONO Principles in Daily Life

How does YONO show up day-to-day? It means:

• Investing in one versatile jacket instead of many fast-fashion pieces
• Delaying purchases—“Do I really need this?” becomes the question before buying :contentReference[oaicite:3]{index=3}
• Embracing capsule wardrobes, single-purpose gadgets, and even the viral “10,000‑won challenge” for budget mindfulness :contentReference[oaicite:4]{index=4}

3. Gen‑Z & Sustainability

The YONO ethos aligns with global eco-consciousness. Korean Gen‑Z are turning away from conspicuous consumption and opting for items that last—boosting sustainability both economically and environmentally :contentReference[oaicite:5]{index=5}.

Almost 55 % of Korean youth say they’d pay more for sustainable products—and YONO empowers that choice. Unlike YOLO’s impulse culture, YONO is minimalism with a purpose: fewer items, less waste :contentReference[oaicite:6]{index=6}.

4. How Brands & Spaces Respond

Retailers are adapting by offering:

• Pre-loved fashion outlets in department stores (e.g., Hyundai’s BGZT Lab, Bungaejangter collaboration) :contentReference[oaicite:7]{index=7}
• Experiential pop‑ups where consumers test long-lasting products before buying :contentReference[oaicite:8]{index=8}
• AI-driven fitting and recommendations that help customers choose just one best product :contentReference[oaicite:9]{index=9}