■ Today's Main Generation
By Lee Si-han, published by RH Korea
The author, an adjunct professor at Sungshin Women's University and Kyung Hee Cyber University, defines Koreans in their 40s to 60s as the "Main Generation" and analyzes their characteristics, preferences, and economic influence. Through four keywords—Mastery, Adaptive, Inward, and Nomadic—the book examines the social, cultural, and economic tastes, mindsets, and lifestyles of those in their 40s to 60s. The author emphasizes that while people in their 20s and 30s lead trends, it is the 40-60 age group who hold the final purchasing power that actually brings these trends to fruition. Understanding this demographic can help predict trend directions and develop successful business strategies, the author advises. 22,000 won.
■ The Creative Instinct
By Jeong Yeon-deok, published by Awake
The author, a professor at Konkuk University Law School and intellectual property law expert, questions the meaning of human creators in the age of artificial intelligence. The book redefines the role of creators through the history of copyright and recent AI disputes. In an era where AI can produce infinite content, the author argues that human creators' significance lies in being the "final editors" who assign value and interpretation. Viewing even the process of failure as part of creation, the author offers courage and strategies to creators facing the massive wave of AI. 19,000 won.
■ Brand Activism
By Kim Hong-tak and Kim Ye-ha, published by Cloud Nine
Brand marketing experts who worked at Cheil Worldwide and British advertising agency BBH present a new vision of brand roles while encompassing changes in capitalism and the latest marketing strategies. The authors explain that corporate social responsibility (CSR), which had remained a supplementary activity focused on profit redistribution, is now evolving into activism that actively engages in solving social issues. Introducing 35 globally acclaimed campaigns, including Patagonia's emphasis on environmental protection, the book demonstrates how brands can become agents of social change. 20,000 won.
■ The Neuroscience of Sensation
By Moon Je-il, published by Korea.com
The author, who has researched Alzheimer's disease mechanisms, explains that while the human brain is as complex as the universe, its operating principles are surprisingly simple. The senses of seeing, hearing, tasting, smelling, and touching connect with emotions and continuously awaken the brain. The book explains the relationship between sensation and cognition, emphasizing that the brain can continue to grow even with age. Describing a daily life that frequently awakens the senses as the best way to use the brain throughout one's lifetime, the book offers guidance on brain usage to live authentically as oneself until the end. 22,000 won.