Shinhan Card has identified six key consumer trends for 2026, including AI-assisted spending. These trends are summarized under the term 'Wise up,' reflecting an era where consumers use technology and data for smarter choices. The analysis draws from big data covering January to October 2025.
Shinhan Card, a leading credit card issuer in South Korea, has pinpointed six major consumer trends shaping 2026. At the forefront is AI-assisted spending, which underscores consumers' growing reliance on artificial intelligence to navigate information overload and make rational decisions. Subscriptions to AI services jumped 187.9 percent from January to October 2025, according to the company's big data analysis.
Price optimization emerges as another key shift, where shoppers prioritize value over mere cost-cutting amid rising living expenses. Transactions via Shinhan Card at a budget-friendly fashion brand surged 1,771 percent, and at a beauty outlet by 5,055 percent. In comparison, major department stores recorded a 2 percent dip, while online luxury sites saw a 27 percent decline.
Slow-paced experiential consumption highlights a preference for meaningful activities, such as lingering in serene cafes for journaling, creative writing, or study, and opting for stationery over hurried digital engagements. Fandom-driven subcultures are gaining traction through niche passions like animation and gaming, with payments at related experiential sites rising 106 percent.
Data-driven health management reflects proactive efforts in physical and mental well-being, guided by information and metrics. Group-based bulk buying illustrates interconnected purchasing across age groups, from those in their 20s to over 50. Shinhan Card groups these under 'Wise up,' signaling a smarter, more aware consumer landscape.
