Hiking Emerges as Top Weekend Activity for Korea's MZ Generation

On commutes and off, we break down trending issues making waves online and offline. Beyond facts, we capture economic value and social meaning. Every issue in the world, explained! "The moment you look down from the peak, dopamine just kicks in. There's nothing to learn, it costs nothing, and you can go straight from the city." This is what office worker A (27, female) says, having climbed mountains near Seoul with three to four friends every month for the past three years. Hiking, once considered a "middle-aged hobby," is rapidly taking root among people in their 20s and 30s as a wellness-oriented leisure activity. **7 in 10 Say They Hiked in the Past Year** According to a survey on "2026 Hiking Experience and Hiking Culture Perceptions" conducted by market research firm Embrain Trend Monitor on 1,000 adults aged 19-69 nationwide, released on the 7th, 66.9% reported hiking within the past year. Some 45.4% said they had hiked this year, while 21.5% said they had gone last year but not this year. Overall, 58.8% of respondents said they noticed a perceptible increase in the hiking population. The top reason cited for the increase was "it's an exercise you can easily enjoy alone" (46.1%, multiple responses allowed). A, who visited Bulam Mountain last month and names Bugak Mountain as her favorite course, echoed this sentiment. "You can start right away just by putting on sneakers without learning anything special, and accessibility from the city is great," she said. "When you walk, you naturally stop looking at your phone, so digital detox comes as a bonus." Beyond accessibility, responses indicated that perceptions of hiking itself are changing. Other key reasons included "it's gaining attention as a new hobby" (36.7%), "there are more positive reviews about its exercise benefits" (30.1%), and "perceptions of hiking have become more positive" (28.9%). **"Honestly, It's About Liking 'Myself Who Hikes'"...Changing Motivations** Meanwhile, the motivations driving younger generations to the mountains appear to extend beyond health. The survey found that 40.5% of those in their 20s and 39.0% of those in their 30s cited "the spread of social media certification culture" as a reason for the increase in hikers, showing a clear temperature gap compared to other age groups. Office worker B (29, male) said, "After sitting in the office all day, using my lower body muscles in the mountains definitely changes my mood." However, he added, "Honestly, I think people these days don't so much enjoy hiking itself as they like 'themselves doing hiking.'" He continued, "It's good for health, costs nothing, and compared to running, there's much more to enjoy visually." With health benefits, cost savings, visual satisfaction, and SNS certification all combined, hiking is emerging as a "high-value hobby" for the MZ generation. This shift in perception is not limited to Korea. Some 57.3% of all respondents said hiking is expanding into a "K-hiking" trend that attracts foreign tourists as well. Analysts note that hiking is rapidly broadening from a "middle-aged hobby" to "leisure that transcends generations and borders."

Hiking Emerges as Top Weekend Activity for Korea's MZ Generation

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