LG Uplus, with its university student ambassadors “Youth Spirit,” introduced the “2025 College Student Trend Keywords.” These include terms like “Healthy-dopamin,” “Favor-ship,” and “Text Prosumer.”
On November 18th, LG Uplus’s youth-focused communication brand “Youth” announced the “2025 College Student Trend Keywords” that capture the essence of the 20-somethings. The keyword representing college students in 2025 is “All-rounder Class President.” This refers to a character who is easy to approach but possesses the charm of a versatile personality, capturing the characteristics of 20-somethings who strive to excel in various fields beyond average capabilities.
LG Uplus identified six categories representing the 20-somethings: lifestyle, consumer behavior, AI and technology, recreational culture, interpersonal relationships, and social media. The lifestyle keyword for this age group is “Healthy-dopamine,” reflecting a trend of filling life with healthy and beneficial dopamine instead of “Spicy-dopamine.” This involves activities like running by the Han River and enjoying beer at a baseball stadium rather than a pub. Over 70% of major running app users are in their 20s.
In consumer behavior, the keyword is “OIY,” indicating a willingness to spend money on customized products that match personal preferences. In the AI and tech sector, the keyword is “A-grade ISTJ Team Member,” showcasing the perception of AI among 20-somethings. ISTJ represents a personality type from the MBTI that is introverted, realistic, logical, and organized, reflecting a desire for AI that offers appropriate advice when needed, much like a reliable friend.
For recreational culture, the keyword is “Jamyeapicker” (a combination of “fun stories” and “picker”), representing someone who values fun alongside cost when making decisions. A popular trend illustrating this is the “random friendship journey,” centered around short-form videos.
In interpersonal relationships, “Favor-ship” emerges as a cultural trend where individuals seek affiliations based more on personal interests than societal expectations. On social media, the keyword “Text Prosumer” describes consumers who actively participate in product development in addition to simply consuming products, aligning with the “Text-hip” trend, where reading is seen as a ‘hip’ activity.
LG Uplus plans to use these trend keywords to guide the operation of its “Youth” brand towards becoming an “All-rounder Class President” with strong fundamentals, reasonable pricing, flexible communication, ethical management, and social contribution. They also aim to incorporate these trends in the development of products and services targeting those in their 20s.
Kang Yun-mi, Team Leader of LG Uplus’s IMC2 team, stated, “We will continue to listen to customers and lead trends to become a brand that fosters growth among the 1020 generation.”