KT teamed up with college students to analyze shifts in Gen Z lifestyles — spanning relationships, consumption, rest, self-development and content creation — and released five trend keywords for 2026.
The company selected "NetWHATking," "Scroll Pick," "Balance-Shim," "Present-Progressive Power" and "Try-ator" as this year's Gen Z trend keywords at the "2026 Y Trend Conference & Customer Listening Forum," held on the 20th of this month at the Onmadang space in the WEST wing of KT's Gwanghwamun building in Seoul. The five keywords were identified by KT's college marketing supporters group "Y Futurist" together with the University Tomorrow 20s Research Institute.
"NetWHATking" refers to forming relationships based on tastes and experiences rather than affiliation or personal networks — a shift in which what people experience together, rather than whom they know, has become the basis for building relationships. "Scroll Pick" describes a consumption pattern in which people scrolling through social media and content come across algorithm-recommended products and buy them on the spot.
Changes in self-management and personal growth were also reflected in the keywords. "Balance-Shim" refers to restoring physical and mental balance through rest and managing one's daily condition, while "Present-Progressive Power" describes an attitude of sharing the process of growth rather than finished results, taking on challenges steadily and accumulating experience.
The spread of generative artificial intelligence (AI) has also reshaped how content is made. "Try-ator" refers to a new type of creator who uses AI tools to bring ideas to life directly and take on a range of creative activities.
KT applies the trend keywords it identifies each year to actual marketing and improvements in customer experience (CX). Last year's "N-noller" was applied to Y Box baseball and basketball ticket events and a YouTube collaboration campaign, while "Deutfault" was used in marketing for the iPhone 17. The company plans to reflect this year's five keywords in future products, services, marketing and customer experience improvements as well.
This year's event also featured the "KT Changed by Customers: On-the-Road Customer Listening Forum." Participants shared their own experiences related to each trend and offered suggestions for improving KT products and services. KT plans to use the views gathered from customers in their 20s through the forum to improve services going forward.
Kim Young-geol, senior vice president and head of the Customer Business Division at KT's Customer unit, said the trends identified directly by college students offered a more vivid look at Gen Z's interests and lifestyle changes. "We will continue to actively reflect customers' voices and trend insights in our products and services to deliver a differentiated customer experience that Gen Z customers can feel firsthand," he said.
