Hyper-Personalization and Function-Driven Consumption Emerging... Wadiz Announces 2026 Trend Keywords
Hyper-Personalization and Function-Driven Consumption Emerging... Wadiz Announces 2026 Trend Keywords
- 2026 First Half Trend Presentation... Report Featuring 7 Category-Specific Keywords Released
- Growth in Micro-Tech, Home Beauty, Preference-Based Projects... 2026 Key Consumer Patterns Forecast
- Wadiz School Exclusively Releases Full Video on Product Planning and Successful Funding Strategies
Wadiz (CEO Shin Hye-seong, www.wadiz.kr) released the '2026 First Half Trend Report' and presented 7 major trend keywords that will drive consumer changes next year.
Wadiz selected a total of 7 keywords as 2026 first-half trend keywords: △Prosperity Amid Recession (RACING) △Hyper-Personalized Choice (SCENE) △One Definitive Strength (FOCUS) △Journey to Complete My Own Beauty (ROUTINE) △Meticulous Choices for My Child (PICKY) △Personally Customized Keywords (PERSONAL) △Making My Daily Life More Valuable (WORTH).
The report analyzed rapidly rising keywords by category and funding amounts by project based on approximately 12,000 projects over 2025, surveying 2026 first-half consumer trends across a total of 7 sectors: tech and home appliances, home living, fashion, beauty and food, kids and pets, leisure, sports, and activities, and publishing, art, and goods.
First, in 2025, a trend of individuation in choice centered on preference and function appeared across all categories. In particular, △small and lightweight ultra-compact tech items △home beauty devices that deliver professional effects at home △projects with clear concepts reflecting personal taste showed prominent growth.
The 2026 first-half trend is expected to see this 'preference and function-driven consumption' trend become even more pronounced.
First, small and lightweight 'ultra-compact' tech products are a prime example. Similar to the 'PicoPulse' mini PC case, which recorded 470 million won in first-year funding in 2025, demand for products that combine portability and performance is expected to continue into 2026.
In the kids sector, as confirmed by the case of the national baby mat 'Crim House' Pre2S folder mat achieving 2,000% of its target goal, 'functional products' that can address clear needs such as safety and durability are expected to become the core axis of consumption.
Additionally, in the publishing, art, and goods category, as seen in successful cases like Tadao Ando's official art collection (400 million won) and the drama 'Tyrant Chef' goods (global funding in 33 countries), 'preference and fandom-based consumption' is expanding, and projects centered on creative works and IP are expected to continue their success.
A Wadiz official stated, "Wadiz is a space that serves as a starting point for new challenges and global expansion," and added, "We hope this trend report will provide makers preparing the 2026 market with practical direction, and through the '2026 Trend Maker' special exhibition, we expect more brands to seize the opportunity for global leap."
Meanwhile, the trend report has also been produced as a video for makers to more easily check key contents and will be released on December 12 on the 'Wadiz Maker Center YouTube Channel' (www.youtube.com/@wadiz_makercenter), with the full version containing funding success strategies provided exclusively on 'Wadiz School' (www.wadiz.kr/web/school/main).
Additionally, through the '2026 Trend Maker' special exhibition, we plan to provide opportunities to meet more customers in the new year and support brand market expansion.