Questions we should pay attention to: “What are we doing today?” “What shall we do together?”
At this point lies the opportunity of a new era!

It is no exaggeration to say that human development has been achieved through 'questions'.
Humans have survived by seeking answers to the questions, “What could it be?”, “Why is that so?”, and “What should we do?”
A change in question can also become a starting point for changing the direction of the times.
That is why many thinkers say that if you want to read the changes of the times, you should pay attention to people's 'questions'.
So, what questions should we focus on in this day and age? We must identify the questions that people are clamoring for answers to, but no one has yet provided them.


AI technology, which is developing rapidly, provides appropriate answers to people's questions.
The dilemma of “What should I eat?” is solved by a delivery app, and when you open an OTT app and ask “What should I watch?”, recommended videos that suit your tastes appear.
However, there are questions that are difficult to solve even with AI.
The question is, “What should I do?”


In fact, more than 1.5 billion people worldwide travel each year in search of new experiences, but when asked about "new experiences," there's no single system or platform that comes to mind.
Businesses that answer these questions will become irreplaceable industries that AI technology cannot replace.
Becoming the Netflix of experiences is the answer to the questions of our time and the door to opportunity.

In an age where everything changes, the saying that the only constant truth in the world is that “everything changes” feels very real these days.
…Looking only at the point and not the direction is ultimately just like ‘seeking a sword while carving a boat.’
What should we do? Many entrepreneurs and management thinkers have a common opinion on this matter.
If you want to read the era of change, pay attention to people's 'questions'.
--- p.
4, from "Prologue: Find the clues to the times hidden in the changing questions"

In the age of AI, paradoxically, experience is rapidly emerging as an area that technology can never replace.
Experience is what I feel when my emotions, my consciousness, my being, and my world are connected to people, because this is the realm of existence.
Because of this, you can seize the opportunity at the point of “What should I do today?”
What we need to approach is, 'Why are these questions arising now?'
The moment we answer that question, we arrive at the crossroads of the future first.
--- p.
8, from "Prologue: Find the clues to the times hidden in the changing questions"

The reasons why they are moving beyond digital are clear.
Because digital cannot fully satisfy all the senses.
Something that you can touch with your hands, feel with your body, hear with your ears, and laugh and cry with.
The emotional fulfillment that only real experiences can provide.
This is why they are so enthusiastic about amusement parks, exhibitions, pop-up stores, and experiential content.
It is not just about consuming content, but a 'performance in reality' that creates one's own narrative and records and disseminates that narrative in real time.
--- p.
20, from “Chapter 1: The Age of Experience Industry is Coming”

In an age where technology can replicate and replace most aspects of human life, one fact becomes even more evident.
It is an 'experience' that expresses unique human emotions that technology cannot reach.
People are no longer satisfied with simply owning a product or acquiring information, but place greater value on the very act of ‘experiencing’ something.
And only when that experience is connected to our own narrative do we become emotionally moved, act, and immersed in it.
Therefore, recent tremendous technological advancements, including AI, should not be viewed solely from a functional perspective of increased productivity and replacement of human labor, but rather as a new "expansion of time" and "opportunities" beyond that.
More time means more experiences, and how we fill those experiences will determine the future of the industry.
Therefore, we are not simply at a turning point in an industry, but at the prelude to a true "age of experience," where essential human needs become the center of industry.
--- p.
46-47, from “Chapter 1: The Age of Experience Industry Has Arrived”

Cities can become platforms for new experiences.
A city not as a place to gather to sell something, but as a place to create and experience something together.
Just as with a play, the same script can create completely different emotions depending on the stage, the stage called a city creates infinite variations.
A city goes beyond the density of buildings or the boundaries of administrative districts.
Cities are places where people gather and disperse, create stories and gain experiences.
So how should we use our cities? When we treat the entire city as our playground, our daily lives become adventures.
Thus, the city becomes the stage for the most fun games.
--- p.93, from “Chapter 2: The City Becomes the World’s Largest Theme Park”

In the digital age, physical space is now being redefined by content.
Even with the same area, the length of time visitors spend on the site, their satisfaction, and the density of their memories can vary depending on the content they fill.
This means that physical space no longer has a fixed meaning, and we have entered an era where content defines space.
--- p.96, from “Chapter 2: The City Becomes the World’s Largest Theme Park”

Now, content is breaking that mold.
The world that was trapped inside the screen is flowing out of the screen.
No more watching movies alone or playing games alone.
Now, content is evolving into a living experience that moves and breathes together.
Content now has space.
It is expanding into a physical experience where you bump into things with your body, make choices directly, and react in reality.
Digital-based content meets offline spaces to create new business models, creating a completely new form of consumer culture.
--- p.146, from “Chapter 3: The Future of Content”

No matter how much technology develops, humans ultimately construct meaning through ‘directly experienced emotions.’
The Rat Society is a place where you can create those very emotions in reality with others.
These shifts are a powerful sign that the future of content is being reshaped around emotions, relationships, and the co-creation of narratives, not technology.
I sincerely hope that Korean IPs will also go beyond the screen and expand into cities and the world, becoming a part of the lives of young people around the world.
--- p.157, from “Chapter 3: The Future of Content”

Content that is simply “read, watch, and remember” is not suitable for the digital age, or even the AI ​​age.
Information can be analyzed more quickly by AI, and knowledge can be structured more accurately by algorithms.
But the existence of 'me' that exists outside of all that technology, the human experience of moving, feeling, and choosing on my own, cannot be replaced.
The most irreplaceable value today lies in the moments when you move your body to solve puzzles, jump into the story and make decisions.
This book proves that possibility most clearly and most interestingly.
Let's remember.
It's not 'storytelling', it's 'storyplay'.
--- p.216-217, from “Chapter 4: The Future of Education”

Today's generation is the digital generation.
The more online-savvy children are, the more they really need offline experiences that cannot be replaced online.
When we ask, “Why does it have to be offline?” we must be able to say clearly.
“That experience is absolutely impossible online,” Semtori says.
When a space is given a story and a role, that space becomes a stage for education.
--- p.231, from “Chapter 4: The Future of Education”

The museum's exhibits are still of great value.
The problem is the viewing method.
No matter how many precious artifacts are on display, a single comment like, “Hey, there’s nothing to see here” can brand that space as a “meaningless place.”
But if I can add a narrative to that artifact and put myself in that narrative, the museum can become a playground.
What was once a static space showcasing the history of medicine has now become an interactive stage where anyone can become the main character.
A piece of playable content is redefining the local museum's raison d'être.
In other words, this space offers a new experience that this era desires through a journey to find the 'ultimate elixir.'
…If I add a narrative to the museum’s artifacts and enter into that narrative, the museum can become a playground.
--- p.250-251, from “Chapter 5: The Future of Tourism”

What needs to come first is not the creation of space, but a 'story' and 'content' in which people can become the real protagonists.
Mio Wolff showed us that imagining who might come, what they might feel, and what journey they might take to create a story is the true beginning of bringing a space back to life.
--- p.289, from “Chapter 5: The Future of Tourism”

No one moves with fancy looking hardware.
What people are really looking for is something they can only do there.
What fills the space is not hardware, but 'playable content' that tells the story of the place.

--- p.299, from “Chapter 5: The Future of Tourism”