Lisa’s Keyring to Wonbin’s Balaclava: What Is Gen Z-Driven ‘Ditto Consumption’?

A growing consumer trend among MZ generations is "Ditto Consumption," a phenomenon where people purchase products or services based on celebrity and influencer preferences. As a result, exposure through K-pop idols, actors, and internet personalities has significantly impacted sales across various industries.

Coined by Seoul National University’s Customer Behavior Lab in the Trend Korea 2024 report, the term Ditto Consumption draws inspiration from the slang ditto, which gained widespread popularity in Korea following NewJeans' hit single Ditto. The word itself means "same" or "me too," reflecting the essence of this trend—where consumers, faced with decision fatigue in a saturated market, simplify choices by mirroring the purchasing habits of celebrities, influencers, and public figures.

One of the most prominent product categories influenced by Ditto Consumption is keyrings. The LABUBU keyring by global art toy brand Pop Mart saw a surge in sales after BLACKPINK’s Lisa and other K-pop idols were spotted with it. The LABUBU Tasty Macaron Face and Spring Blossom LABUBU Keyring topped domestic sales charts and consistently sold out upon restocks. This trend extended beyond Korea to Southeast Asia, contributing to a 400% YoY increase in overseas revenue for Pop Mart in Q3 last year.

Similarly, balaclavas became a winter fashion must-have after RIIZE’s Wonbin and Shotaro were seen wearing RaJu’s Snug Bouclé Balaclava. Within just 10 days, sales hit 3 billion KRW ($2.2 million), and the brand’s overall revenue skyrocketed 480% year-over-year.

Food Industry Joins the Trend

The Ditto Consumption wave has also hit the food industry. YOAJUNG (short for “The Yogurt Ice Cream Standard”) gained viral popularity as celebrities and influencers showcased their custom order recipes. In December 2024, the company collaborated with TWS for a new menu. This buzz propelled the brand to No.1 in café and dessert sales on delivery apps, with 600 domestic stores and expansion into overseas markets.

Collaborations with celebrities have also driven explosive sales. 7-Eleven’s "Black Circle Whiskey," launched in partnership with TV personality Shin Dong-yup, sold out 120,000 bottles within a week. Dubbed a “whiskey connoisseur,” Shin’s influence and the drink’s affordability perfectly aligned with MZ consumers’ casual whiskey trend, fueling its rapid success.

The Power of Organic Exposure

Industry experts note that Ditto Consumption spreads rapidly due to MZ generations’ reliance on SNS and viral content. Unlike traditional marketing-driven trends, these products gain traction through natural exposure and word-of-mouth, making them even more desirable to young consumers.

As Ditto Consumption continues to shape spending habits, brands are taking note—sometimes, all it takes is the right celebrity to turn a product into the next must-have item.