The young generation in South Korea is leading the way in a global shift towards sustainability[1]. From K-Pop fandoms to eco-conscious entrepreneurs, this young generation is redefining what it means to live sustainably, with a focus on reducing plastic waste and promoting sustainable product packaging. In a survey conducted by the Korea Chamber of Commerce and Industry with 380 young people in March 2022[2], 64.5 percent of respondents said they would choose products from businesses that uphold environmental, social, and governance values over price.
In recent years, sustainability has become a central theme for South Korea’s younger generation. With growing awareness of environmental issues like climate change and plastic pollution, Korean youth are taking action to create a greener future[3]. This shift is evident in their lifestyle choices, from adopting zero-waste practices to supporting brands that prioritize eco-friendly packaging. Furthermore, social media platforms like Instagram and TikTok have become powerful tools for this young generation to spread awareness, with young influencers sharing tips on sustainable living and showcasing innovative solutions to reduce plastic waste.
K-Pop Fandoms: A Driving Force for Change
K-Pop fandoms, known for their dedication and organizational skills, are playing a significant role in promoting sustainability[4]. These efforts not only raise awareness but also create a sense of community and shared responsibility among fans worldwide[5]. Moreover, K-Pop idols themselves are using their platforms to advocate for sustainability. K-Pop groups like Twice and Red Velvet have partnered with eco-friendly brands for their products[6], while others have spoken out about the importance of reducing plastic waste. By aligning their influence with environmental causes, these idols are inspiring their fans to make more sustainable choices.
K-Drama and K-Pop have already proven their ability to shape global trends. By embracing sustainability, particularly in reducing plastic waste and promoting eco-friendly packaging, K-Culture can become a powerful force for environmental change. K-Dramas and K-Pop have a massive global following, with fans eagerly adopting trends set by their favorite stars and shows. By incorporating sustainable practices into these cultural exports, South Korea can inspire millions to make eco-conscious choices. For instance, K-Dramas could feature characters using reusable containers, shopping with eco-friendly bags, or supporting brands that prioritize sustainable packaging.
It is easy to find brands that prioritize sustainable packaging in South Korea right now. One of the global companies, APP Group, has entered South Korea’s paper packaging market as the increasing demand for eco-friendly solutions[7]. APP Group is a leading pulp, paper, and forestry company based in Indonesia, supplying high-quality tissue, packaging, and paper to over 150 countries, including South Korea[8]. APP Group is committed to promoting eco-friendly practices across the industry. APP does this by sourcing responsibly, creating innovative paper products, and reducing its carbon footprint.
Foopak Bio Natura, the flagship brand of APP Group, introduced in South Korea in 2023[9]. Foopak Bio Natura is an eco-friendly option for food and drink packaging. It uses proprietary aqueous dispersion coating technology to replace the plastic lining in the food service industry. APP’s Foopak Bio Natura also meets the standards of the US FDA and REACH requirements for direct food contact. Foopak Bio Natura can break down naturally into CO2, water, and biomass compared to traditional plastic-coated food packaging that takes hundreds of years to decompose.
[1] https://english.kyodonews.net/news/2021/05/706a42d5e029-feature-young-south-koreans-taking-up-fight-on-environmental-issues.html
[2] https://www.koreaherald.com/article/2832417
[3] https://act4sdgs.org/youth-climate-activists-in-korea-promoting-a-zero-waste-lifestyle/
[4] https://en.wikipedia.org/wiki/Kpop4planet
[5] https://globalbusinessoutlook.com/energy/go-green-with-gbo-fighting-global-warming-with-k-pop/
[6] https://www.korea.net/NewsFocus/HonoraryReporters/view?articleId=210934
[7] https://www.statista.com/statistics/1256909/south-korea-environment-friendly-products-sales-value/#:~:text=In%202023%2C%20the%20sales%20value,friendly%20labels%20are%20well%20trusted.
[8] https://app.co.id/in/-/app-group-advances-sustainable-leadership-in-south-korea-s-paper-pulp-and-tissue-paper-sector#:~:text=APP%20Group%20has%20solidified%20its,paper%20production%20in%20South%20Korea.
[9] https://www.instagram.com/foopak.id/p/Csq5JBEvVYF/