McKinsey & Company 1
Five emerging consumer themes in March 2022
1 2 5
4
3
Optimistic outlook
23% of Korean
consumers expect the
economy to rebound
within two to three
months
Gen Z and millennials
are keen on splurging,
with apparel, shoes,
and accessories being
their biggest spending
category
Omnichannel is
ascendant
Omnichannel shopping
is the most prevalent
channel for 20 out of 23
categories
Consumers who use
alternatives to normal
in-store shopping
strongly intend to
continue using such
alternatives
Loyalty shakeup
43% say they’ve tried a
new retailer, and 36%
tried a new brand in the
past three months
About half (49%) of
consumers facing a
stockout report either
not making a purchase
or waiting for stock at
the same retailer
Modified return to
out-of-home
12% of consumers are
engaging in “normal”
out-of-home activities
More than one-fifth of
consumers are
engaging in modified
behavior
Signs of spend
recovery
Several categories
experienced positive
net intent1
Travel and out-of-home
entertainment ceded
recovery to the omicron
variant
1. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.

McKinsey & Company 2
Confidence in own country’s economic recovery after COVID-191, % of respondents
11 15 15
21
29 32 29
20 29
34
46
56
51
48 47
59
75
68
55
38
28 27
23 21
12
5 3
14
63
23
Mixed: The economy will be
impacted for 6–12 months or
longer and will stagnate or show
slow growth thereafter
Pessimistic: COVID-19 will
have lasting impact on the
economy and show regression
or fall into lengthy recession
Optimistic: The economy will
rebound within 2–3 months and
grow just as strong as or
stronger than before COVID-19
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Bars may not sum to
100% due to rounding.
Optimistic outlook | Current as of March 2022
Change in optimistic vs
last wave survey, percentage points
Source: McKinsey & Company COVID-19 Consumer Pulse Survey
−12
China
3/11–20
Oct 2021
India
3/11–24
+1
Oct 2021
US
3/1–25
−6
Oct 2021
Japan
3/16–26
−2
Oct 2021
Indonesia
3/16–26
+15
Sept 2020
Australia
3/16–25
−10
Nov 2020
Korea
3/19–26
+15
June 2020
Germany
3/22–28
−10
Oct 2021
France
3/23–28
−9
Oct 2021
UK
3/22–29
−12
Oct 2021
Korean consumers are among the least optimistic of the geographic
segments sampled

McKinsey & Company 3
Optimistic outlook | Current as of March 2022
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.” Figures may not sum to
100% because of rounding.
2. Average of weekly pulse surveys shown for Mar and Apr 2020.
Optimistic: The
economy will rebound
within 2–3 months and
grow just as strong as or
stronger than before
COVID-19
Mixed: The economy will
be impacted for 6–12
months or longer and will
stagnate or show slow
growth thereafter
Pessimistic: COVID-19
will have lasting impact
on the economy and
show regression or fall
into lengthy recession
Optimism in Korean consumers increased greatly since the last
pulse survey
Confidence in own country’s economic recovery after COVID-19,1 % of respondents
25 28 24 20 20 24
14
62
61
63 66 70 69
63
14 11 13 14 9 8
23
Mar 28–29
2020
Apr 3–6
2020
Apr 10–12
2020
May 1–3
2020
May 22–24
2020
Jun 19–21
2020
Mar 19–26
2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606; 5/22–5/24/2020, n = 606; 5/1–5/3/2020, n = 600; 4/10–4/12/2020, n = 600;
4/3–4/6/2020, n = 596; 3/28–3/29/2020, n = 600, sampled to match South Korea’s general population 18+ years

McKinsey & Company 4
Higher-income consumers are significantly more optimistic than
lower-income groups
Optimistic outlook | Current as of March 2022
11
12
20
8
23
15
25
0
10
20
5
15
25
30
35
9
Apr 2020
9
4
May 2020
7
June 2020 Mar 2022
13
Low (<30 million won) High (>120 million won)
Medium (30 million–120 million won)
31
24
21
20
15
32
19
0
10
20
5
15
25
30
35
Apr 2020 Mar 2022
25
23
May 2020 June 2020
14
27
14
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.”
Optimism by income Pessimism by income
Confidence in own country’s economic recovery after
COVID-19 by income level,1 % of respondents
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606; 5/22–5/24/2020, n = 606; 4/10–4/12/2020, n = 600, sampled to match South
Korea’s general population 18+ years

McKinsey & Company 5
Younger and unvaccinated consumers are driving optimism
Optimistic outlook | Current as of March 2022
Confidence in own country’s economic recovery after COVID-191
% of respondents
14
24
64 49
22 27
Vaccinated Unvaccinated
1. Q: What is your overall confidence level surrounding economic conditions after the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Rated from 1 “very optimistic” to 6 “very pessimistic.”
2. Baby boomers includes silent generation.
17 13 16 14
57 61
65 65
26 27
19 21
Gen Z Gen X
Millennials Baby boomers2
Optimistic Mixed Pessimistic
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
By generation By vaccination status

McKinsey & Company 6
Optimistic outlook | Current as of March 2022
19
10 8 6
10
4
4
3
71
86 88 91
Millennials
Gen Z Gen X Baby boomers3
8
17
4
3
87
79
Vaccinated Unvaccinated
9
4
87
Overall
1. Q: When do you expect your routines will return to normal? Figures may not sum to 100% because of rounding.
2. Q: Which best describes your vaccination status?
3. Baby boomers includes silent generation.
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
After June 2022
By June 2022
Not affected/already returned
By generation By vaccination status2
Gen Z are more
optimistic about the
return, while ~90% of
older consumers
expect a longer lead
time
~17% of unvaccinated
consumers are
already engaging in
normal routines
Key findings
Most consumers expect their routines will return to ‘normal’
only after June 2022
Expectations for routines returning to normal,1 % of respondents

McKinsey & Company 7
An increasing proportion of consumers report that their income,
spending, and savings are stable
Optimistic outlook | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606; 5/22–5/24/2020, n = 606,
sampled to match Korea's general population 18+ years
1. Q: How has the coronavirus (COVID-19) crisis affected the following over the past 1 month/2 weeks? Figures may not sum to 100% because of rounding.
Household income1
% of respondents
Household spending1
% of respondents
Household savings1
% of respondents
Reduce slightly/reduce a lot About the same Increase slightly/increase a lot
46
1
3
4
51
51
Past 2 weeks
45
Past 2 weeks
56
42
Past 2 weeks
50 45 43
30 33 40
21 22 17
Past 2 weeks
Past 2 weeks Past 2 weeks
39 39 37
56 53 57
7
Past 2 weeks Past 2 weeks Past 2 weeks
5 6
May 22–24
2020
June 19–21
2020
Mar 19–26
2022
May 22–24
2020
June 19–21
2020
Mar 19–26
2022
May 22–24
2020
June 19–21
2020
Mar 19–26
2022

McKinsey & Company 8
Only 26 percent of consumers say their finances have returned
to ‘normal’; 70 percent say it will take until after June 2022
Optimistic outlook | Current as of March 2022
24
30 26 24
5
71
66
71 73
Millennials
Gen Z Gen X
3
Baby boomers3
3
5
26
33
71
66
Vaccinated Unvaccinated
4
2
26
70
Overall
4
1. Q: When do you expect your personal/household finances will return to normal? Figures may not sum to 100% because of rounding.
2. Q: Which best describes your vaccination status?
3. Baby boomers includes silent generation.
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
By generation By vaccination status2
~30% of millennials
and 33% of
unvaccinated say
their finances
either were not
affected or are
back to normal,
reflecting the
highest confidence
Expectations on personal/household finances
returning to ‘normal,’1 % of respondents
After June 2022 Not affected/already returned
By June 2022

McKinsey & Company 9
Optimistic outlook | Current as of March 2022
Around half of consumers want to ‘splurge,’ with intent to do so
being the strongest for Gen Z and millennials
1. Q: With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2022? For example, are there categories of products or services you have spent less on over the last year and a half which you feel
you will spend more on in next 3 months?
2. Baby Boomers includes silent generation.
Plan on
splurging
49
51
Mar 2022
Do not plan
on splurging
Millennials
Gen X
Baby boomers2
65 61
Gen Z 100
58 67 57
27 36 41
30 48 69
Generation
Respondents who plan/do not plan to ‘splurge’
or ‘treat themselves’ in 20221
% of respondents
Low
(<30M won)
Middle
(30M–120M won)
High
(>120M won)
>70%
<30% 50–70%
30–50%
Respondents who plan to splurge, by household income, %
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years

McKinsey & Company 10
Younger consumers have a strong desire to splurge on apparel and
cosmetics, while older consumers desire tourism
Optimistic outlook | Current as of March 2022
Categories where consumers intend to treat themselves1
% of all respondents with intent to splurge
1. Q: You mentioned that you plan to splurge/treat yourself in next 3 months. Which categories do you intend to treat yourself to? Please select all that apply.
2. Baby boomers includes silent generation.
55
47
39
24
21
19
18
17
12
10
10
9
3
Fitness
Sports apparel and equipment
Pets
Apparel, shoes, accessories
Travel, lodging, vacation
Out-of-home entertainment
Electronics
Personal services
Restaurants, dining out, bars
Makeup, skin care products
Items for your home
Household essentials
Outdoor living
Millennials Gen X
Gen Z
Baby
boomers2
18 8 −5 −18
−9 −5 −1 16
4 −6 −2 10
−6 2 3 −4
−3 0 −1 4
−4 −2 4 1
3 −3 1 0
17 2 −4 −10
−6 −1 −1 7
Generational cut
5 1 −1 −4
8 3 −4 −5
−1 −2 4 −2
−2 2 0 −2
Between −3 and +3
< −3 > +3
Categories
Difference from all respondents,
percentage points
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years

McKinsey & Company 11
Omnichannel shopping is prevalent across most categories
Omnichannel is ascendant | Current as of March 2022
1. Q: Which best describes how you have researched the following categories over the last 3 months?
2. Q: Which best describes how you have purchased the following categories over the last 3 months?
12
51
35
46
53
10
18
6
27
Personal-care products
10
47
28
67
Tobacco products and smoking supplies
17
Groceries/food for home
13
60 4
41
7
13
Alcoholic beverages
36
Vehicles
56
31
60
27
Fitness and wellness services
53
19
57
24
Home decoration and furniture 63
Jewelry
22
Home improvement and gardening supplies
10
70
52
20
12
Food takeout/delivery
32
60
11
Sports and outdoors equipment and supplies
16
Household supplies
35
Pet food and supplies
13
Books, magazines, newspapers 41
26
53
11
57
10
Kitchen and dining
31
58
11
Apparel
34
55
28
50
Skin care and makeup
37
Footwear
28
64
8
Toys and baby supplies
30
62
40
Accessories
30
63
Consumer electronics
Pet care services
Vitamins, supplements, and over-the-counter medicine
20
18 50 32
8
Research and purchase only in stores Omnichannel Research and purchase only online
Product searches1 and purchases2 by channel
% of respondents who purchased and searched in these categories in the last 3 months
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years

McKinsey & Company 12
In 13 of 16 categories, more than four in ten consumers were
influenced by social media while making purchases
Omnichannel is ascendant | Current as of March 2022
1. Q: Think about the purchases you have made in the following categories over the past 3 months. Were you influenced toward a certain brand by a post on social media in the following categories?
2. Baby boomers includes silent generation.
Millennials Gen X
Gen Z
Baby
boomers2
7 −7 −9
2 −1 1 −2
−5 −1 8 −40
16 8 −5 −10
11 −8 14 −11
14 10 −9 −9
16 5 −5 −9
−7 −3 3 3
−12 4 0 0
Generational cut
11 −6 −2 7
1 3 −2 −1
−9 5 2 −3
16 3 −4 −1
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Between −3 and +3
< −3 > +3
Categories
Categories where respondents were influenced by social media1
% of all respondents
9
4
4
3
12
3
5
−4
−2
−1
−10
−2
−5
Difference from all
respondents,
percentage points
64
59
58
56
55
54
50
47
47
47
46
42
41
39
36
32
Home decoration and furniture
Apparel
Accessories
Consumer electronics
Sports and outdoors equipment and supplies
Skin care and makeup
Jewelry
Footwear
Fitness and wellness services
Pet food and supplies
Vitamins, supplements, and over-the-counter medicine
Home improvement and garden supplies
Kitchen and dining
Groceries/food for home
Personal-care products
Household supplies

McKinsey & Company 13
Most Korean consumers (97 percent) engage in social media at least
once a week
Frequency of engagement with social-media platforms1
% of all respondents
1. Q: What social-media platforms do you engage with, and if so, how frequently?
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
97 94
61
50
30
20
11 7 7 7
32
6
39
50
70
80
89 93 93 93
68
TikTok
3
Overall Twitter
YouTube Facebook
Insta-
gram
Pinterest Reddit LinkedIn Snapchat Others
Never/less than weekly
Weekly or more
Omnichannel is ascendant | Current as of March 2022

McKinsey & Company 14
More than 60 percent of consumers engage with an entertainment
platform at least once a week
64
44 38
22 21
36
56 62
78 79
Wave
Overall Kakao Page NAVER Webtoon Tving
Never/less than weekly
Weekly or more
Omnichannel is ascendant | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
1. Q: What entertainment platforms do you engage with, and if so, how frequently?
Frequency of engagement with entertainment platforms1
% of all respondents

McKinsey & Company 15
58 60
4
5
6
11
56 68 70
62 64
9
84
66
14
10
72 78 80 96
82
8
13
86
12
88 90 92
7
94
0
1
2
3
Self-checkout or scan-and-go
at a physical store
Drive-thru lane
Grocery delivery
Downloaded/used
deal-finding plug-ins
Buy online, pick up in store
Purchased from
social media
Restaurant food delivery
Used an app for 2-hour
or 1-hour delivery
Meal kit delivery
Curbside pickup
Curbside delivery
New store/restaurant app
Purchased pre-owned
product
Used an app for
same-day delivery
Omnichannel is ascendant | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Intent to use when the COVID-19 crisis subsides2
% of new or increased users who intend to keep doing activity
User
growth
since
COVID-19
1
1. User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same or using less) on Q: Which best
describes when you have done or used each of these items?
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates percent who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
Consumer loyalty and shopping behavior have
shifted, and consumers intend to maintain the shifts
when the COVID-19 crisis subsides.

McKinsey & Company 16
Omnichannel is ascendant | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
83
63
43
42
24
86
49 75
0 1 41 76 77
44 45 68
46 47
27
15
66 87
48 50 80
9
51 71
52 53 55
54 70
56 57 59
58 60 84
82
61 62 64 65 78
67 69 85
72 73
12
74
18
79 81 88
0
3
6
21
Online fitness
TikTok
Telemedicine:
physical health
Playing online games
Watching e-sports
Personal care/grooming at home
Video conferencing: professional use
Virtual hangouts and video chats
Telemedicine:
mental health
Remote learning: myself
Remote learning: my children
NFTs
Augmented or virtual reality
Wellness app
Intent to use when the COVID-19 crisis subsides2
% of new or increased users who intend to keep doing activity
User
growth
since
COVID-19
1
1. User growth is calculated as % of respondents who replied that they are new users over % of respondents who replied that they were using the product/service pre-COVID-19 (using more, using the same, or using less) on Q: Which best
describes when you have done or used each of these items?
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (ie, once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
Intent to use digital services after the COVID-19
crisis subsides remains high, with strong user
growth in new tech, such as wellness apps and NFTs

McKinsey & Company 17
9
Self-checkout or scan-and-go at a physical store
3
A drive-thru line for a fast-food restaurant
8 34
9
33
11
7
Curbside pickup from a restaurant
4
Curbside delivery at a store
8
Purchased secondhand products online
Buy online, pick up in store
2
17
10
Downloaded/used deal-finding plug-ins
3
Downloaded/used a new store/restaurant app
9
Used an app/website for delivery within 2 hours
Used an app/website for same-day delivery 9
Changed my primary grocery store
25
Shopped at a store I had not shopped at before for groceries
Cooked regularly for myself/my family
9
Personal care/grooming at home
12
Tried making something myself/DIY project
5
5
10
43
3
1
1
6
3
4
5
9
5
1
1
2
49
50
51
52
45
57
51
44
44
Purchased directly from social media
56
39
34
63
36
43
43
39
35
49
44
32
43
43
36
33
35
36
53
37
1. Q: And have you used or done any of the following in the last 3 months? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19 started”; “I have not used in
the last 3 months”; “I have used in the last 3 months at the same rate as before”; “I have used this more in the past 3 month than before”; “I have used this less in the past 3 months than before.”
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) ) crisis subsides (ie, once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I
am doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Intent to
continue2
Consumers who use alternatives to normal in-store shopping report
using alternatives as often or more frequently in the last three months
Omnichannel is ascendant | Current as of March 2022
78
70
94
85
69
72
83
63
72
78
76
73
67
82
76
94
Which best describes when you have done or used each of these items?1
% of respondents who have used in the last three months
Just started using Using Same
Using less Using more

McKinsey & Company 18
Consumers are using digital services more frequently and with
strong intent to continue
1. Q: Have you used or done any of the following since the coronavirus (COVID-19) crisis started? If yes, Q: Which best describes when you have done or used each of these items? Possible answers: “just started using since COVID-19
started”; “using more since COVID-19 started”; “using about the same since COVID-19 started”; “using less since COVID-19 started.”
2. Q: Compared to now, will you do or use the following more, less, or not at all, once the coronavirus (COVID-19) crisis subsides (ie, once there is herd immunity)? Possible answers: “will stop this”; ”will reduce this”; “will keep doing what I am
doing now”; “will increase this.” Number indicates respondents who chose “will keep doing what I am doing now” and “will increase this” among new or increased users.
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Omnichannel is ascendant | Current as of March 2022
42
10
33
64
23
11
14
22
46
2
Used TikTok
2
Online personal training, fitness
23
62
Wellness app
12
Watching online gaming
51
49
18
Online streaming
67
18
Virtual hangouts and video chats for personal use
2
13
24
Meal kit delivery
69
23
5 3
Restaurant food delivery
18
28
37
69
3
6
5
Grocery delivery
68
17
2
73
2
3
12
Video conferencing for professional use
35
Telemedicine for physical health care
3
33
13
Telemedicine for mental health care
43
5
6
53
Playing online gaming
57
30
0
13
Remote learning for myself
74
12
4
5
Remote learning for my kids
45
43
3
9
46
3
2
Used social media
10
81
83
68
59
72
81
62
42
60
68
60
83
63
79
70
86
Intent to
continue2
Which best describes when you have done or used each of these items?1
% of respondents who have used in the last three months
Just started using Using less Using same Using more

McKinsey & Company 19
0
−60
−80
−70
−50
−30
−40
−20
−10
10
−90
20
30
40
50
60
Mar
2022
Mar
2020
Apr
2020
May
2020
June
2020
Expected spending per category over the next 2–3 months vs usual1
Net intent2
Groceries
Household supplies
At-home entertainment
Fitness and wellness
Consumer electronics
Meals at restaurants
Apparel
Domestic flights
International flights
Out-of-home
entertainment
1. Q: Over the next 2–3 months, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
Signs of spend recovery | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606; 5/22–5/24/2020, n = 606; 4/10–4/12/2020, n = 600; 3/28–3/29/2020, n = 600,
sampled to match South Korea’s general population 18+ years
Spending net intent is increasing in all categories except groceries,
where it has stabilized

McKinsey & Company 20
Consumers report positive net intent to spend for a few categories
Signs of spend recovery | Current as of March 2022
Net intent >1
Net intent −15 to 0
Net intent < −15
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606, sampled to match Korea's
general population 18+ years
6
15
20
28
30
37
32
32
39
33
20
9
8
22
30
25
30
19
22
12
30
16
15
22
14
17
8
33
13
15
12
14
23
23
13
Food takeout and delivery
Apparel
Groceries
Footwear
Quick-service restaurant
Tobacco products
Alcohol
Restaurant
10
Household supplies
Jewelry
Accessories
Toys and baby supplies
Personal-care products
Skin care and makeup
Home and furniture
Sports and outdoors
Home improvement, garden
Kitchen and dining
Decrease Stay the same Increase
8
12
16
34
28
12
19
20
18
49
29
24
36
30
36
33
37
11
32
25
17
25
11
20
31
22
23
35
25
34
21
30
25
Pet food and supplies
Entertainment at home
Gasoline
Vitamins and OTC medicine
Pet care services
Out-of-home entertainment
Books/magazines/newspapers
Consumer electronics
Fitness and wellness
10
Personal-care services
Vehicles
Short-term home rentals
Travel by car
10
Cruises
Adventures and tours
International flights
Hotel/resort stays
Domestic flights
10
Net
intent2
13
−6
−18
−3
−2
1
−10
13
−6
10
−11
4
−16
−3
22
−27
1. Q: Over the next 2–3 months, do you expect that you will spend more, about the same, or less money on these categories than usual? Figures may not sum to 100% because of rounding.
2. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
3. Data not available or insufficient sample (n < 50) in June 2020 survey.
14
3
8
9
40
52
18
28
21
33
7
−1
−6
21
15
N/A3
N/A3
N/A3
Change since
June 2020
Change since
June 2020
2 N/A3
N/A3
−29
−11
20
65
14
45
34
35
6
20
59
N/A3
72
73
56
−12 58
Net
intent2
−29
16
13
4
−17
−3
10
−12
−15
−15
−18
−14
−25
8
−10
−2
−8
−6
Expected spending per category over the next 2-3 months vs usual1
% of respondents

McKinsey & Company 21
Spending expectations are similar across vaccinated and
unvaccinated people for most of the categories
Signs of spend recovery | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
1. Net intent is calculated by subtracting the % of respondents stating they expect to decrease spending from the % of respondents stating they expect to increase spending.
2. Q: Over the next 2–3 months, do you expect that you will spend more, about the same, or less money on these categories than usual?
Selected categories
Net intent1 to spend per category over the next 2–3 months vs usual2
Unlikely Cautious Interested Vaccinated
Groceries
Food takeout and delivery
Restaurant
Quick-service restaurant
Home decor
Home and garden
Personal-care items
Fitness and wellness
Out-of-home entertainment
International flights
23
13
−26
−4
−7
0
12
28
−21
0
16
−10
−23
−25
−50
0
5
16
32
0
38
35
−70
−14
0
0
−8
0
−47
−46
16
10
−14
−16
−16
−8
8
0
−2
−14
Between −3 and +3
< −3 > +3

McKinsey & Company 22
Enhancing quantity and shift to premiumization have led to
increases in spending across several categories
2
3
3
1
8
7
3
1
53
53
48
46
40
49
49
45
59
32
23
17
7
19
23
42
24
37
3
4
10
14
22
15
19
33
16
47
55
47
53
18
30
30
40
21
43
41
41
41
36
36
31
19
23
20
22
36
32
63
41
25
35
42
Pet food and supplies
Apparel
Meals at restaurant
Kitchen and dining
Household supplies
Personal-care products
1
Meals at quick-serve rest.
Groceries
Food takeout/delivery
Pet care services
Vitamins and supplements
0
Footwear
Accessories
Consumer electronics
Vehicles
Skin care and makeup
Home and decoration
Personal-care services
Larger quantity
Increase in income
Increase in price
Premium brands/products
1. Q: Please indicate the main reason for planning to spend more on the following categories.
Reasons for increase in spend1
% of respondents who increased spend
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Signs of spend recovery | Current as of March 2022

McKinsey & Company 23
Decreases in income and purchases of smaller quantities to offset
price increases have led to a decrease in spending
24
15
18
15
13
13
14
21
23
17
19
25
5
17
12
14
24
31
45
31
32
4
35
30
42
25
22
23
25
19
32
30
20
28
19
25
10
12
9
32
22
23
6
19
19
21
18
9
14
8
38
22
18
20
28
36
43
54
25
32
31
31
33
36
33
44
49
41
21
32
35
2
3
1
10
6
1
7
4
3
2
5
3
4
9
3
4
Household supplies
Groceries
Food takeout/delivery
Meals at restaurant
Pet food and supplies
Meals at quick-serve rest.
0
Vehicles
Personal-care products
Pet care services
Vitamins and supplements
Apparel
Footwear
Accessories
Consumer electronics
Home and decoration
Kitchen and dining
Skin care and makeup
Personal-care services
Decrease in income
Smaller quantity
Switch to less expensive
Spend more on other categories
Reduced price
1. Q: Please indicate the main reason for planning to spend less on the following categories.
Reasons for decrease in spend1
% of respondents who decreased spend
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Signs of spend recovery | Current as of March 2022

McKinsey & Company 24
Modified return to out-of-home | Current as of March 2022
12
4
6
June 2020
May 2020
Mar 2022
Overall
12
Vaccinated Unvaccinated
9
11
Gen Z Baby boomers3
Millennials Gen X
8
20
13
High
(>120M won)
Low
(<30M won)
Medium (30M–
120M won)
15
10
19
1. Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart shows those already participating in these activities.
2. Gen Z are people under 26 years old, millennials are 26–41 years old, Gen X are people 42–57 years old, baby boomers are 58 years old and above.
3. Baby boomers includes silent generation.
By
generation2
By
vaccination
adoption
By income
~20%
of Gen Z are doing out-
of-home activities
~19%
of high-income
households are doing
out-of-home activities
~12%
of people who are
vaccinated are doing
out-of-home activities
Consumers engaging in out-of-home activities,1 % of respondents
About one-eighth of consumers say they are engaging in out-of-
home activities
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years

McKinsey & Company 25
Modified return to out-of-home | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606, sampled to match Korea's general population 18+ years
Social
Personal
care
Entertain-
ment 88
72
60
52
71
90
70
89
82
Go to the gym or fitness studio
Attend an outdoor event
Attend an indoor cultural event
Visit a crowded outdoor public place
Dine indoors at a restaurant or bar
Go to a hair or nail salon
Go out for family entertainment
Get together with family
Get together with friends
81
98
98
90
86
73
75
51
69
77
72
Use public transportation
Work outside my home
Shop for non-necessities
Shop for groceries/necessities
Use a ride-sharing service
Go to a shopping mall
Travel more than 2 hours by car
Travel by airplane
Travel by train
Stay in a hotel
Rent a short-term home
Work
Shopping
Transport/
travel
6
64
5
N/A2
56
60
47
N/A2
N/A2
56
59
18
36
51
56
46
35
50% and above
Less than 50%
Change >10 pp
Change from
June 2020,
percentage points
Change from
June 2020,
percentage points
Consumers have increased all out-of-home activities since
June 2020; shopping increased the most
N/A2
N/A2
N/A2
Out-of-home activities currently engaged in1
% of respondents who said they are doing this in the same or a modified way
1. Q: Which best describes how you are engaging in each of these activities? ? Possible answers: “Not doing this all”; “Doing this in the same way as pre-COVID-19 but less often”; “Doing this in a modified way vs pre-COVID-19”; “Doing this
just as much and in the same way as I did pre-COVID-19.”
2. Not available in 2020.

McKinsey & Company 26
1. Q: With the rise of the omicron variant of COVID-19, how, if at all, has your out-of-home behavior changed?
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
10 10 7
18 22
32
71 68
60
1
2
Medium (30M–
120M won)
Low
(<30M won)
High
(>120M won)
Modified return to out-of-home | Current as of March 2022
9
14
22 14
68 70
Vaccinated Unvaccinated
2
10
21
68
Overall
Engage with
adjusted behavior
1
Engage same as
before omicron
Engage less
Engage more
By income By vaccination status
Higher-income
consumers are more
open to engaging in
out-of-home activities,
with adjusted behavior
Vaccinated consumers
are more likely than
unvaccinated
consumers to adjust
behavior when
engaging in out-of-
home activities
Key findings
Adjustments to out-of-home behavior due to prevalence of omicron variant,1 % of respondents
Roughly 70 percent of consumers say they engaged less in
out-of-home activities because of the omicron variant

McKinsey & Company 27
Modified return to out-of-home | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
1. Q: Which best describes how you are engaging in each of these activities? Possible answers: “Not doing this at all”; “Doing this in the same way as pre-COVID-19 but less often”; “Doing this in a modified way vs pre-COVID-19”;
“Doing this just as much and in the same way as I did pre-COVID-19.”
Work
Shopping
Transport/
travel
Social
Personal
care
Entertain-
ment
10
90
89
Dine indoors at a restaurant or bar 11
Go out for family entertainment
7
93
Attend an indoor cultural event
10
Get together with family
90
Attend an outdoor event
10
80
90
Visit a crowded outdoor public place
20
Go to a hair or nail salon
18
82
Go to the gym or fitness studio
10
90
8
92
Get together with friends
10
15
30
Shop for groceries/necessities
28
70
72
90
Work outside my home
86 14
Shop for non-necessities
32
68
15
85
Go to a shopping mall
Travel more than 2 hours by car
Rent a short-term home
14
86
Use public transportation
32
68
Use a ride-sharing service
12
88
Travel by airplane
85
Travel by train
Stay in a hotel
12
88
Doing less, doing in a modified way
Doing as much as and in the same way as pre-COVID-19
Out-of-home activities engagement,1
% of respondents having engaged in activity pre-COVID-19
Korean consumers modified out-of-home behavior across all
categories

McKinsey & Company 28
Main life events done in the last 12 months as a result of COVID,1 % of respondents
Modified return to out-of-home | Current as of March 2022
27
10
5
7
5
14
3
4
3
2
4
Moved into a bigger home
Set up a specific work-from-home space
Started homeschooling children
Worked more from home
Decided to change jobs
Set up a gym at home
Renovated/remodeled my home
Got a new pet at home (eg, dog, cat)
Moved into a smaller home
Bought a property
Sold a property
Work/study
change
Mar 2022
Pet adoption
House move
Home
renovation
Investments/
divestments
Total,2
%
3
35
7
22
6
1. Q: Which of the following have you done in the last 12 months as a result of the COVID-19 crisis?
2. Total percentage of people who choose option(s) in the category.
Consumers continue to invest in their home environment as a
result of the COVID-19 pandemic
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years

McKinsey & Company 29
Milestones for the Korea population not yet engaging with out-of-home activities1
% of respondents awaiting each milestone before engaging
15
48
7
30
Vaccination coverage
Government
lifts restrictions
Government lifts
restrictions and
other requirements
COVID-19 no
longer spreading
88%
of people are not
currently engaging
in ‘normal’ out-of-
home activities
Vaccination coverage
Government lifts restrictions and …
1. Q: Which best describes when you will regularly return to stores, restaurants, and other out-of-home activities? Chart rebased to exclude those already
participating in these activities and those who do not deem any of these items important. Figures may not sum to 100% because of rounding.
28%
Medical authorities deem safe
12%
Stores, restaurants, and other
indoor places start taking safety
measures
8%
I see other people returning
2%
Vaccine is widely distributed
4%
I have been vaccinated
1%
Family member(s) vaccinated
Cautious consumers cite restrictions by government
and medical authorities as primary reasons for not yet
returning to out-of-home activities
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Modified return to out-of-home | Current as of March 2022

McKinsey & Company 30
74
43
36
31
28
23
Any new shopping behavior
Different retailer/store/website
New digital shopping method
Different brand
Private label/store brand
New shopping method3
Loyalty shakeup | Current as of March 2022
Source: McKinsey & Company COVID-19 Korea Consumer Pulse Survey 3/19–3/26/2022, n = 1,032; 6/19–6/21/2020, n = 606, sampled to match Korea's
general population 18+ years
86 67
91 53
85 71
83 56
High
(>120M won)
Gen Z Millennials
80
78 82
55
87 60 42 46
44
43 45
40
35 42
36
20 32
29
33 30
Income cut
Generational cut
All consumers
% of
respondents
Change from
June 2020,
percentage points
Intent to continue behavior2
Between −3 and +3
< −3 > +3
1. Q: Over the past 3 months, which of the following have you done? 26% replied, “None of these.”
2. Q: Which best describes whether or not you plan to continue with these shopping changes? Possible answers: “will go back to what I did before 3 months ago”; ”will keep doing both this and what I did before 3 months ago”; ”will keep doing
this and NOT go back to what I did before 3 months ago.” Intent to continue includes respondents who selected “will keep doing both this and what I did before 3 months ago” and “will keep doing this and NOT go back to what I did before 3
months ago.”
3. “New shopping method” includes curbside pickup and delivery apps.
Behaviors since COVID-19 started1
% of respondents
Changes in consumer behavior have been more extensive among
younger and higher-income consumers
Difference from all respondents,
percentage points

McKinsey & Company 31
When facing a stockout of a planned purchase, consumers are most
likely to not buy anything, followed by buying at different retailer
Loyalty shakeup | Current as of March 2022
1. Q: Over the last 3 months, have you wanted to buy something and not been able to purchase it because it was out of stock or otherwise not available?
2. Q: The most recent time this happened (when you wanted to buy something and it was not available), what did you do?
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
63
37
Mar 2022
Could not purchase
at least 1 item
Able to purchase
all items
Respondents who planned to purchase
something but could not, due to unavailability1
% of respondents
27
26
22
15
10
Did not buy anything
Bought a different brand or similar
product at a different retailer
Bought the product
at a different retailer
Bought a different product
at the same retailer
Waited until product was available
at the same retailer
All consumers who could not make a planned
purchase2
% of respondents

McKinsey & Company 32
Reason for trying a new brand since COVID-19 began1
% of respondents selecting reason in top 3
Loyalty shakeup | Current as of March 2022
1. Q: You mentioned you tried a new/different brand than what you normally buy. What were the main reasons that drove this decision? Select up to 3 relevant reasons. “Brand” includes different brand, new
private label/store brand. Overarching reason based on % of individual respondents responding to at least one reason in the group.
2. Baby boomers includes silent generation.
Source: McKinsey & Company COVID-19 Korea Consumer Pulse 3/19–3/26/2022, n = 1,032, sampled to match Korea's general population 18+ years
Between −3 and +3
< −3 > +3
Value was the primary reason for switching brands, particularly for
older consumers; personal choice was key for younger consumers
Difference from all respondents,
percentage points
19
Better shipping, delivery cost
Wanted to treat myself
Better value
Wanted to try a type of product I’ve never tried before
Larger package sizes
19
Better prices, promotions
Better quality
7
7
Wanted to try a new brand I found
Is natural/ organic
23
Wanted variety/a change from my normal routine
Supporting local businesses
5
More sustainable, better for the environment
Using recyclable packing materials
Shares my values
The company treats its employees well
Is cleaner/safer
50
Products are in stock
49
14
3
20
6
6
3
11
7
14
2
Is available where I’m shopping (ie, in-store or online)
Novelty
Personal choice
Purpose-driven
Quality/organic
Convenience
Health/hygiene
Availability 5
Value 75
25
25
37
14
7
25
Gen Z/
millennials Gen X
37 64
52
41 65
48
14 12
15
3 1
5
21 19
17
27 17
21
15 27
19
7 7
4
11 2
5
25 15
15
5 1
3
4 5
11
9 14
12
9 1
9
4 0
1
12 17
13
8 2
10
All consumers
x Net % of respondents per category
5 7
4
Baby
boomers2