Trends & the Economy
Recoverynomics: Why Young Koreans Pick Saunas Over Soju
Recoverynomics is a shift in which Koreans in their 20s and 30s spend on saunas, exercise and healthy food instead of drinking. Samsung Card data shows their sauna spending rose 36% year on year in September 2026, while late-night drinking transactions fell from 7.2 to 6.4 per person since 2023.