★ A groundbreaking concept that overturns generational bias – Introduces "Power Generation" (40-60 year olds in Korea), challenging the conventional wisdom that young people drive trends. This group accounts for nearly half of Korea's population and holds decisive power in organizations and spending. They are the true trend deciders.
★ A four-keyword framework for understanding mature consumers – Decodes the mindset and lifestyle of the 40-60 generation through four keywords: Proficiency, Adaptability, Introversion, and Nomadism. Goes beyond simple generational analysis to capture their inner desires and provides actionable guidance for turning those desires into business strategy.
★ Endorsed by Korea's top trend authority – Strongly recommended by Professor Kim Nan-do, bestselling author of the Korea Trends series and Korea's leading trend analyst. His endorsement: "A must-read that will serve as an invaluable guide for predicting which trends will gain traction and which companies will stand out."
★ Critical relevance for global markets facing demographic shifts – China, Japan, Europe, and North America all face aging populations and the underestimation of 40-60 year olds' spending power. This book offers a replicable methodology for analyzing mature consumer psychology, asset allocation, and second-career needs – insights applicable far beyond Korea.

Recommended by Professor Kim Nan-do, the bestselling author of the Korea Trends series, The Power Generation is essential reading for future business planning and strategy development.

This book introduces the new concept of the "Power Generation" – Koreans aged 40 to 60 – and analyzes their characteristics, tastes, and economic influence. Through four keywords – Proficiency, Adaptability, Introversion, and Nomadism – it examines the social, cultural, and economic preferences, mindsets, and lifestyles of this generation. The book reminds us of a frequently overlooked fact: the 40-60 generation is the true decision-maker of trends. Understanding them enables us to predict where trends are heading and is especially crucial for successful business strategy.

The book explores how the 40-60 generation demonstrates "Proficiency" through their population size (nearly half of Korea's total population) and their decision-making power within organizations, as well as "Adaptability" gained through navigating technological advances and various economic crises. They possess stronger financial means and more leisure time than in their younger years, which drives them toward greater introspection. Their "Nomadism" – the ability to flexibly change direction without being overwhelmed by various changes during global turbulence – is also examined. The book articulates the connections between these four characteristics and business success.

Written by Professor Lee Si-han, recognized by readers as an authority at the intersection of technology, humanities, and economics, this book digs beneath the surface to reveal truths about the true drivers of trends that we have previously failed to understand.

If you are a planner or marketer of Korean products or services responsible for driving sales, this book will help you understand where money flows.

Lee Si-han

Lee Si-han is an adjunct professor at Sungshin Women's University and Kyung Hee Cyber University. He completed his bachelor's, master's, and doctoral degrees in the humanities at Yonsei University. As the publisher of the digital media platform Main Times and the bookstore manager of the YouTube channel Sihan Bookstore, he is a knowledge curator trusted by readers, known for his excellent expression that combines entertainment with depth, as well as his incisive analysis.

He has lectured for over 200 companies including Samsung, SK, KT, Microsoft, Lotte, Shinsegae, Hanwha, Shinhan Financial Group, and Hana Financial Group; over 100 public institutions including the National Assembly, the military, the Ministry of Economy and Finance, Seoul Metropolitan Government, and Busan Metropolitan Government; and over 80 universities including Seoul National University, Yonsei University, and Korea University.

He is a regular guest on KBS's Good Morning Live and has appeared on numerous television programs. A member of MENSA Korea, he serves on the book selection committee for Kyobo Bookstore's Good Morning CEO. He has authored over 90 works, including How AI-Savvy Team Leaders Operate, The Power Generation, The Battle for AI Hegemony, How Smart People Think and Ask Questions, Creative Humans in the AI Era, Generation GPT, and the Knowledge Convenience Store series.

Preface: The Architects of K-Brands – The Power Generation

Part 1: Four Key Characteristics of the Power Generation Driving Mega-Trends
The True Force Dominating Korean Society
Skilled Learners in the Digital Age
A Generation That Knows Their Strengths but Has No Hobbies
Rich Life Experiences

Part 2: The Energetic Generation Leading the Wave of Change
Why Is Yoo Jae-suk Still the Top Host?
The Contradiction of Acknowledging Diversity but Not Fully Accepting It
Collectivism vs. Individualism
From Discovery to Taste Expansion

Part 3: Decoding the Power Generation to Reveal Where Money Flows
The Consumption Generation That Leads Trends
The Generation That Spends Heavily to Stay Young
A Generation That Asks, "If You're Not Working, What Are You Doing?"
The Power Generation Needs Connection

Part 4: The Workforce and Industries Reshaped by the Power Generation
Economic Characteristics of the Power Generation
How Should the Power Generation Manage Real Estate Assets?
The Financial Industry Landscape Is Radically Changing
Entrepreneurship for the Power Generation: How to Avoid Pitfalls
Second Careers for the Power Generation