Global Market Surferby INTAGE Inc

Understanding Generation Z Around the World: Country-Specific Trends Through Values and Daily Life

• Release date: Oct 06, 2025
• Update date: Oct 06, 2025
• 76 Views

• Usage and altitude
• Beauty
• Singapore
• China
• Thailand
• Indonesia
• Korea
• Hong Kong
• Malaysia
• Philippines
• Taiwan
• Generation Z
• Viet Nam

Generation Z (born 1996–2010, aged 15–29 in 2025) accounts for about a quarter of the world's population and is gaining attention as the largest future consumer group. What values do Generation Z members in various countries hold? What do they seek? And are there commonalities that transcend national borders?
This article uses Intage's Global Viewer* consumer database to compare Generation Z across 10 Asian countries, explaining their commonalities and differences.
For the comparative data, countries are classified into three groups based on per capita GDP: “Advanced Countries,” “Semi-Advanced Countries,” and “Developing Countries.”

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1. Generation Z Values: Criteria for Judging Things

First, we will compare the values of Generation Z across Asian countries using quantitative data from Intage's “Global Viewer”*.

(1)Generation Z Values: Perspectives on Health

Survey results regarding “health” indicate that while people in developed countries tend to be less conscious of healthy habits, those in developing countries show a tendency to routinely manage aspects like their diet. This is thought to be related to the level of development of healthcare systems. In developed countries, a sense of security likely plays a role—the expectation that health maintenance and longevity can be reasonably anticipated without requiring special effort.

While health awareness is considered relatively low in South Korea, manufacturers' innovations are spreading products that enable effortless health management. As a result, “healthy pleasure”—enjoying health-conscious activities—has become a trend, driving increased health consciousness, particularly among Generation Z.

A prime example is OLIVE YOUNG, Korea's largest health and beauty store with over 1,300 locations nationwide. Since the pandemic, it has expanded its lineup of women's health products (W-care), supplements, inner beauty products, and health foods, strengthening its strategy of prominently featuring wellness. Consequently, the store's sales of health functional foods in 2023 grew by over 45% compared to the previous year.

Recently, “dual-formulation” multivitamins combining liquid and tablets (supplements) in one bottle have become increasingly common on store shelves and are gaining popularity among young people. Among these, “I'm vita Immune Shot” (34,900 won / approx. $36) stands out, offering 18 nutrients in one dose: 10 vitamins, 7 minerals, and beta-carotene. approx. ¥3,600 / 16 bottles) and “orthomol immune Multivitamin & Mineral” (34,900 won / approx. ¥3,600 / 7 bottles) from a premium German health supplement brand are particularly well-received.

(2)Generation Z Values: Perspectives on Parenting

In surveys regarding parenting attitudes, parents in developed countries tend to show relatively low willingness to invest heavily in their children's education, possibly influenced by their own satisfaction with their current circumstances. In contrast, many parents in semi-developed and developing countries actively invest in education, sports, and other areas, aiming to enhance their children's skills.

(3)Generation Z Values: Perspectives on Their Own Future

A survey on “How do you envision your personal financial situation one year from now?” revealed contrasting trends between developed and developing countries. While Gen Z in developed countries showed a strong preference for stability, expressing a desire to “maintain their current lifestyle,” Gen Z in developing countries held a more positive outlook, expecting their situation to “improve compared to now.” A common thread across both groups is that they generally perceive their future financial situation as relatively bright and stable.

In Thailand, where many Gen Zers believe their economic situation will “improve,” young people pursuing entrepreneurship and new challenges stand out. For example, the cosmetics brand “LOVE POTION,” owned by a woman in her 20s, achieved rapid growth by leveraging its TikTok account (3.3 million followers: @lovepotion_officialth) and selling products through live streams. The brand began when its owner, at age 17, wanted to “deliver high-quality products at affordable prices.”

https://www.instagram.com/p/DC84oJWTx7p/?hl=en&img_index=5

(4)Generation Z Values: Perspectives on Material Possessions

A survey of Gen Z women across countries regarding “assets they wish to acquire or increase in the future” revealed that the higher a country's level of development, the lower the tendency to desire so-called luxury goods. While interest in luxury watches and high-end jewelry is relatively low in developed nations, interest in tangible assets like gold, gold bullion, and cars is strongly evident in semi-developed countries.

Next, while Generation Z is often described as having low material desires, how do they feel about the items in their personal lives? A survey by “Global Viewer”* found that female Gen Zers in developed countries tend to have relatively less attachment to their personal belongings, whereas in emerging and developing countries, there is a stronger tendency to want to improve their lives through possessions.
Furthermore, examining purchasing criteria reveals that in developed countries, safety, security, and functionality are prioritized. In semi-developed countries, consumers favor products that express their individuality. In developing countries, safety and functionality tend to be the primary considerations.

(5) Generation Z Values: Attitudes Toward Shopping

Surprisingly, survey results on “information-gathering behaviors and attitudes” showed that consumers in developed countries (excluding Taiwan) did not exhibit a strong tendency to actively seek information. Conversely, consumers in emerging economies and developing countries demonstrated a strong inclination to proactively gather multifaceted information on topics of interest.

What about everyday shopping?
Generation Z in developed countries tends to be relatively less cautious when purchasing items for the first time, due to stable product quality. Conversely, in semi-developed and developing countries, a clear tendency emerged to make careful decisions, considering not only quality and ingredients but also price.

2. Generation Z's “Food, Clothing, and Shelter” Around the World

Next, we will introduce trends observed among Generation Z across Asian countries regarding the essentials of daily life—“clothing, food, and shelter”—using specific examples based on Intage's consumer database “Global Viewer”*.

(1) The State of Clothing ~ Adornments for the Body ~

First, let's examine trends in hair care and makeup cosmetics as “clothing (items that adorn the body).” For example, in Thailand, 55% of Gen Z women are troubled by “hair loss,” highlighting a noticeable focus on hair care from a young age. Responding to these needs, many products using natural ingredients tailored to individual constitutions have also emerged.

One example of our products is the hair and body care brand “Kaff & Co.,” which uses extracts of kumquat, ginger, and aloe. This brand offers products tailored to various concerns, such as scalp type (normal or oily), dandruff, and hair loss.

In Vietnam, where awareness of beauty and health is high, vegan cosmetics are gaining popularity. Fifty-one percent of Gen Z women responded that they “carefully research ingredients and effects when purchasing cosmetics,” indicating a preference for ingredients and efficacy over brand names. What's interesting is that vegan products are accepted not just as an “ethical” choice, but also as ‘stylish’ and “trendy.” Adopting them as a trend could eventually become a catalyst for raising awareness about environmental issues. Furthermore, it's clear that Western brands are more highly regarded in the market than Japanese brands.

https://tgmresearch.vn/tgm-pro-vietnam-bao-cao-phan-loai-rac-tai-nguon.html

In the Philippines, Vietnam, and Indonesia, many Gen Zers carry their own water bottles or tumblers when going out.

In Indonesia especially, personal water bottles have become a habit not only for eco-consciousness but also as a fashion statement expressing individuality. With vending machine and convenience store infrastructure not as developed as in Japan, making it difficult to easily purchase drinks while out and about, personal bottles serve as a practical means of hydration. Against this backdrop, more Gen Zers are seeking designs that suit their personal style.

Meanwhile, in South Korea, reusable water bottles aren't widely used among Gen Z. Card-sized compact wallets and mini bags that hold only essentials like lipstick are popular, and carrying a reusable bottle in a tote bag tends to be frowned upon as “disrupting the outfit's balance.”

(2) Food Situation: What Fills Our Stomachs

Next, let's look at “food.”
Japan-related products are popular in Indonesia and Vietnam. In Indonesia, driven by the increase in visitors to Japan, interest in Japanese sweets is growing, particularly among Generation Z. Indonesia already has its own traditional sweet called “KUE MOCHI,” making Japanese “DAIFUKU” easily accepted, and it is expected to gain even more traction going forward.

Among Vietnamese Gen Z women, beverages combining sake and matcha are popular. Amidst a health-conscious trend to avoid additives, sake is gaining attention due to its clear production origins, coinciding with the sushi boom. Furthermore, influenced by social media, “appearance” is also valued, leading to support for “matcha × coconut juice.” Matcha is widely accepted as a healthy, high-quality beverage.

Since the COVID-19 pandemic, frozen foods and instant noodles—convenient meals that can be easily prepared at home—have gained popularity in Taiwan. Their accessibility at supermarkets and convenience stores aligns well with consumer needs. However, beyond mere convenience, data reveals a distinct characteristic: Taiwanese consumers place a stronger emphasis on the taste and flavor of instant noodles compared to other countries.

The rising health consciousness among Gen Z is also impacting instant noodles. The new “25% Less Sodium Scallion-Braised Beef Noodles” product from “Manhan Grand Feast,” launched in November 2024, is drawing attention as the first “reduced-salt, health-conscious” product in Taiwan's instant noodle market.

Additionally, frozen foods are gaining popularity in Taiwan. With many dual-income households leading busy lives, frozen meals that can be easily prepared by simply heating them in the microwave have become indispensable, with annual consumption reaching 45 billion servings. The “Spicy Pork Skin” product developed in collaboration with popular gourmet YouTuber “Chien Chien” has been well-received for its spicy flavor that pairs well with rice or alcohol, along with its tender pork skin. Offering an easy way to consume collagen, it gained strong support, particularly among Gen Z women. From September 2023 to May 2024, it sold 300,000 bags (49 yuan per bag, approximately 240 yen).

For Generation Z in the Philippines, meals are one of the most important aspects of daily life and a key source of entertainment and enjoyment. Due to the influence of the English-speaking world and America, Western cuisine is naturally accepted when dining out, and delivery services are well-established. On the other hand, when cooking at home, 50% responded that they eat “reliable home cooking = Filipino cuisine.” Influenced by past Spanish and American rule, Filipinos show high flexibility in embracing other cultures, leaving room for Japanese cuisine to gain further traction in the future.

(3) Housing Situation ~ Where We Live ~

Finally, regarding the “living” environment, let's discuss “fragrance.”
A survey on perceptions of “cleanliness” among Generation Z in the Philippines revealed a tendency to feel ‘cleaner’ through smell when the “pleasant scent” of detergent lingers in spaces like the living room, bathroom, toilet, and kitchen. Filipinos have a strong preference for “pleasant scents,” and using foreign products is sometimes seen as “a sign of one's standard of living.” It can be said that the entire nation possesses a culture that values fragrance.

3. Summary

A survey by “Global Viewer”* reveals that Generation Z across Asia exhibits significantly different values and behaviors depending on their country's economic conditions and living environment.
In developed nations, they tend to be less particular about health and possessions, showing a strong preference for stability. Conversely, in developing countries, they are more proactive about consumption, actively investing in themselves and gathering information.
Regarding clothing, food, and housing: - In Thailand and Vietnam, natural materials and vegan cosmetics are popular. - In Indonesia and Vietnam, reusable water bottles are favored due to health-consciousness and eco-awareness. - In Taiwan, frozen foods, instant foods, and craft beer appear to be becoming central to household consumption. - In the Philippines, enjoyment of life and status expression through food and fragrance are emphasized.
Thus, even among the same Generation Z, analysis tailored to each country's GDP and lifestyle is crucial.

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  Editor profile

  Chew Fong-Tat

  A Malaysian who has lived in Japan for 14 years. He is in charge of creating the Global Market Surfer website.