Magic Study, Clues to the Future
In a dark room, under the soft glow of a desk lamp, a student sits. But the scene is a bit special. She holds a quill-shaped pen and wears a blanket like a cape over her shoulders. Quietly playing in her ears is ‘Gryffindor Dormitory ASMR.’ For her, the textbook is no longer just stiff letters; it’s an ancient book containing magic spells to save the world. At this moment, she is not studying but becoming the protagonist in a world, carrying out a great mission.
This strange yet charming scene is not just an eccentric habit of one student. It is the most powerful way Generation Z enjoys the world and motivates themselves right now—a decisive clue to the future.
Experts call this phenomenon of deeply and passionately diving into one’s tastes to gain happiness and growth energy ‘Digging Momentum.’ It means to deeply ‘dig’ into what you love like a rich vein and gain life’s ‘momentum’ from that power. What started as a simple hobby has become a magical journey that changes life’s direction and leads to discovering the true self.
Now, let’s dive deep into this fascinating world of ‘digging’ together. What lies at the end of their passion, and how this passion is changing the world—all these stories begin now.
Chapter 1: From Shadowy ‘Otaku’ to Center-Stage ‘Diggingers’
The culture of passionately immersing oneself in something, known as ‘fan culture,’ is not new. We remember the word ‘otaku.’ Once, it referred to a small group trapped in their own world, carrying a somewhat negative connotation. Fan culture was more about quietly enjoying in hiding than showing off.
But the ‘Diggingers’ we meet today are different. They don’t hide their passion. Instead, they proudly proclaim from the center of the world, “I love this so much!” and make it part of their identity. Digging is no longer an escape from reality but a wonderful exploration that enriches the harsh reality and leads to finding the ‘real me (true self).’
What caused this change?
#1. Cultivating My Own Garden in Chaotic Times
Pandemics, economic uncertainty… As uncontrollable events shake the world, people seek stability in small worlds they can nurture themselves. A garden of tastes filled with what I love becomes a safe haven that shields from any storm.
#2. How Generation Z Uses Their Heart
Growing up in a digital world, Generation Z values not only cost-effectiveness but also emotional satisfaction—‘value for the heart’ and ‘value for the soul.’ They don’t spare time or money on experiences they find meaningful. For them, digging is not hard work but joyful play.
Advertisement
#3. A Journey to Find the ‘Real Me’
In an era of many personas on social media, Generation Z is more sincere than anyone in asking, “Who am I really?” Digging is the process of finding answers to that question. Becoming an expert in a specific field brings a strong sense of achievement, and ‘what I love’ becomes the clearest proof of ‘who I am.’
Ultimately, digging has evolved beyond simple consumption into an act of ‘curation’—showing one’s identity to the world and connecting with others. Diggingers have become creators of new culture and evangelists spreading it widely.
Chapter 2: The Three Paths of Passion—Exploring Digging Types
Generation Z’s digging cannot be defined by a single form. Depending on how they dig, it can be divided into three main paths. Let’s enter their world together.
#1. World-Builders: Concept-Type Digging
This type adds a special worldview to ordinary life, enjoying every moment like a game. The ‘Hermione Study Method’ from the prologue is a prime example. Imagining ‘I am now casting a magic spell’ adds immense immersion to boring study, like becoming the protagonist in a role-play.
#2. Experience Curators: Collecting-Type Digging
These people collect not only items but also invisible ‘experiences’ and ‘relationships.’ Recall the nationwide craze for ‘Pokemon Bread stickers.’ The joy came not from the bread’s taste but the achievement of obtaining rare stickers and sharing them on social media. This is the power of collecting-type digging.
This trend now extends to the culture of watching musicals or concerts multiple times, known as ‘N-times viewing.’ One musical fan says, “The changing expressions, breaths, and subtle differences of the actors every day are living art that videos can never capture.” N-times viewing is not repetition but an intellectual exploration collecting new emotions each time.
#3. Relationship Explorers: Relationship-Type Digging
These people get more passionate when they are ‘together.’ Fans with the same interests connect tightly online and offline, amplifying the joy of immersion.
Advertisement
The story of BTS leader RM and the fandom ‘ARMY’ best illustrates this power. The art museums RM visited became sacred sites for ARMY. Fans followed his footsteps on ‘art museum pilgrimages,’ experiencing the world he loves together. This went beyond simply following a star—it formed deep bonds and energized the entire art scene, becoming a huge cultural phenomenon.
| Digging Type | Core Concept | Key Examples & Stories | Main Motivation |
|---|---|---|---|
| Concept-Type Digging | Immersing in a specific theme or worldview to maximize experience | • ‘Over-Immersion Study Method’ (Hermione, Joseon scholar) | |
| • Hyper-realistic web content (Shortbox) | |||
| • Themed pop-up stores (Dukkeop Sanghoe) | Meaning-Making: Desire to add fun stories to boring daily life | ||
| Collecting-Type Digging | Collecting items or special experiences for satisfaction | • Pokemon Bread stickers | |
| • Gen Z art collectors | |||
| • Musical ‘N-times viewing’ | Expertise & Rarity: Desire to own what others don’t and become an expert | ||
| Relationship-Type Digging | Connecting with people sharing the same interests to amplify joy | • Online fan communities | |
| • ‘Fan tours’ (pilgrimages) | |||
| • BTS RM and the art world | Belonging & Empathy: Desire to find a community that understands one’s passion and share it |
Chapter 3: Digging Economy—8 Trillion Won of Fan Passion Moves the Market
Generation Z’s passionate digging has grown beyond their own play into a massive economic force called the ‘Digging Economy.’ As of 2020, the fandom economy market size reached a staggering 7.9 trillion won. No longer a niche market, it’s a powerful force reshaping industries.
- Success Story 1: HiteJinro’s ‘Dukkeop Sanghoe’ A pop-up store that turned the toad mascot into an icon. It offered a playground under the concept of ‘adult stationery store’ and sold limited edition goods, successfully selling not just products but a ‘worldview.’
- Success Story 2: Convenience Stores Turned Treasure Islands From Pokemon Bread to Sanrio, convenience stores are no longer just places to buy things. They’ve become treasure islands where people enjoy ‘scoring’ rare items and sharing proof on social media.
- Success Story 3: Platforms for Digging Life ‘Class101’ supports digging into learning, and ‘Bungaejangter’ supports taste-based secondhand trading, turning diggers’ lives themselves into business.
All these cases present companies with a new challenge called ‘Hyper-Personalization.’ Only companies that understand each customer’s unique digging area, empathize with their passion, and provide customized experiences will survive.
Chapter 4: The Future We Are Digging Into
Digging momentum is more than a trend; it’s changing the future we will live in.
#1. The Future of Work: The Era of ‘Passion-Work Alignment’
What was once a rare fortune—‘passion-work alignment’ (turning what you love into your job)—will become more common. The expertise gained through digging becomes a powerful competitive edge. This will lead to explosive growth in the ‘creator economy,’ where people monetize their expertise.
#2. The Future of Consumption: Consuming ‘Worldviews’
Future consumers will buy not products but the stories and worldviews those products contain. Companies must design ‘hooks’ that consumers will deeply dig into from the product planning stage to survive.
#3. The Future of Society: The Rise of Taste Communities
Beyond traditional communities based on blood or locality, online-based ‘taste communities’ formed by shared digging will become the center of social connection. They create new bonds across generations and regions but may also cause ‘filter bubbles’ trapped in their own worlds—a challenge we must consider together.
The Future Lies ‘Deeper’
We have explored the world of Generation Z’s playground, the ‘Digging Momentum.’ Through this journey, we learned that digging is a joyful yet intense survival method for a generation living in uncertain times to find meaning, expertise, and community.
Digging momentum reminds us that life’s happiness exists not in broad and shallow experiences but in narrow, deep, and passionate immersion.
Advertisement
Now, the final question:
What is that one thing you lose track of time digging into, that makes your heart race just thinking about it?
When the world demands us to be good at everything, perhaps the strongest weapon is becoming an expert in something you truly love.