MZ Generation's 'Taste Maps' Are Redefining Restaurant Exploration, and Local Governments Are Joining the Trend!
The way we explore restaurants is rapidly evolving! What used to rely heavily on blogs and TV programs has shifted, with Korea's MZ Generation (Millennials and Gen Z) now leading the charge using map apps and their own personalized 'taste maps.'
According to Daum News today (August 4th), a recent survey revealed that over half of respondents—a significant 61.2%—now search for places using map apps rather than traditional portal sites. What's more, these users are particularly drawn to places recommended by other people over algorithm-based suggestions.
https://v.daum.net/v/20260804101528061This trend has led to the rise of 'Chwihyang Jido' (취향 지도), or 'taste maps,' among the MZ Generation. These include popular examples like 'Geoji-maep' (거지맵, maps of budget-friendly restaurants) and 'Yajang-maep' (야장맵, maps of outdoor dining/drinking spots). Essentially, map apps have evolved from mere navigation tools into dynamic platforms for sharing and discovering personal tastes and recommendations.
Keeping pace with this trend, the way local restaurants are promoted is also shifting. Gyeonggi Province's Gwacheon City (과천시) is holding online citizen voting from today until August 20th for the five finalists of its '3rd Restaurant Selection Contest'. This direct approach, where citizens choose their city's top restaurants, perfectly aligns with the MZ Generation's preference for participatory content.
https://www.mt.co.kr/amp/policy/2026/08/04/2026080415161223999, https://www.kyeonggi.com/article/20260804580316, https://www.shinailbo.co.kr/news/articleView.html?idxno=5047901Meanwhile, Cheongdo County (청도군) is also getting involved, hosting the '2026 Cheongdo County Tourism & Restaurant Short-form Video Contest' until October, aiming to promote Yucheon Culture Village and its local eateries. These initiatives demonstrate how local governments are actively exploring diverse promotional strategies to adapt to the evolving media landscape and the unique consumption patterns of the MZ Generation.
韓食筆記
韓食與旅遊，從街頭美食到打卡路線。
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