– Wadiz sees strong performance in premium products … Two of the top three products in the home living and fashion categories are “premium”
– The “multi-faceted consumption” trend is gaining momentum … Consumers are choosing products that offer value, such as quality and sustainability
– Herman Miller chairs, luxury stainless steel pans, premium denim, and more… Popular despite their high prices
As the economic downturn drags on, impulse buying is on the decline, and more consumers are carefully considering various factors such as quality, sustainability, and brand philosophy.
In its report on major global consumer trends for 2025[1], the global market research firm Euromonitor defined this trend as “Wiser Wallets,” analyzing that consumers now make purchasing decisions by comprehensively considering various factors—such as durability, design, and user experience—in addition to price.
Crowdfunding Platform Wadiz(CEO Shin Hye-seong) announced that, in line with these changing consumer trends, the proportion of “premium” products—which emphasize high quality—has increased significantly among this year’s popular projects.
In particular, in the popular categories of “Home & Living” and “Fashion,” two of the top three projects by funding amount are premium products.
The "New Aeron Full Chair" from Herman Miller, a brand known for its high-end office chairs, topped the home living category with 540 million won in sales from a single project, while the "Kuja Multi-Handle Stainless Steel Pan," made with premium stainless steel, secured second place after raising 210 million won.
In the fashion category, “Oliget Jeans,” made with premium Italian denim, secured third place after successfully raising 93 million won in funding. Additionally, a variety of premium products were favored by consumers, including a high-end mattress developed based on sleep research, which ranked 11th in the home living category, and Mika’s hotel-quality premium nap blanket, which ranked 13th in the kids’ category.
The average funding amount per person for these Wadiz “Premium” products is approximately 180,000 won, which is about 38% higher than the overall average of 130,000 won. This indicates that consumers are willing to open their wallets without hesitation for products they believe offer sufficient value and will last a long time, even if the price is somewhat higher.
In particular, crowdfunding has gained significant popularity among consumers who value practicality and value, as it clearly explains the background and story behind a product and allows them to access high-end products or services at reasonable prices through early-bird perks.
A Wadiz representative stated, “Consumers who carefully select high-quality products when making a purchase continue to respond positively to premium items,” adding, “We plan to strengthen our planning efforts to ensure that high-quality products across various categories continue to be introduced through crowdfunding.”
[1] Source: Euromonitor International, “Global Consumer Trends 2025”
