B Mainstream Economics
 |
Description
Book Introduction
- A word from MD
-
The economy beyond the tastes that are currently being soldWhere money moves, there is personal taste.
How do tastes become money, become trends, and drive economic trends? For those curious about the relationship between consumer culture and the economy, we've compiled a series of representative content from the financial platform Toss YouTube into a book, offering a deeper and richer understanding.
October 29, 2024. Economics and Management PD Oh Da-eun
***Reprint confirmed before publication
***Kim Kyung-il, cognitive psychologist, Jo A-ran, publishing marketer, Kim Yoon-ha, pop music critic, Kim Jjan-bu, investment YouTuber, Ha Kyung-hwa, Diet Editor, Jeon Woo-seong, branding director…
Strong recommendations from experts at the forefront of trends in each field.
YouTube content from Toss, a financial platform that turns imagination into reality.
A book that will help you enjoy 『B Mainstream Economics』, which has accumulated 46 million views, in a deeper and richer way.
Reading the Economy and Trends Through the Eyes of Generation Z
If you look closely at where money flows, you'll find that extremely personal preferences are hidden everywhere.
How do those tastes translate into money and become trendsetters? The Toss YouTube channel Moneygraphy, with its shallow yet broad curiosity about everything in the world, and accountant Lee Jae-yong, who sees the world through numbers, focused on this question and created "B Mainstream Economics."
By exploring the surprisingly interesting economic stories hidden in unfamiliar numbers through this book, you'll gain a detailed understanding of everything from Generation Z's tastes to the most notable trends of the moment.
***Kim Kyung-il, cognitive psychologist, Jo A-ran, publishing marketer, Kim Yoon-ha, pop music critic, Kim Jjan-bu, investment YouTuber, Ha Kyung-hwa, Diet Editor, Jeon Woo-seong, branding director…
Strong recommendations from experts at the forefront of trends in each field.
YouTube content from Toss, a financial platform that turns imagination into reality.
A book that will help you enjoy 『B Mainstream Economics』, which has accumulated 46 million views, in a deeper and richer way.
Reading the Economy and Trends Through the Eyes of Generation Z
If you look closely at where money flows, you'll find that extremely personal preferences are hidden everywhere.
How do those tastes translate into money and become trendsetters? The Toss YouTube channel Moneygraphy, with its shallow yet broad curiosity about everything in the world, and accountant Lee Jae-yong, who sees the world through numbers, focused on this question and created "B Mainstream Economics."
By exploring the surprisingly interesting economic stories hidden in unfamiliar numbers through this book, you'll gain a detailed understanding of everything from Generation Z's tastes to the most notable trends of the moment.
- You can preview some of the book's contents.
Preview
index
Recommendation
Entering
This is what a finance nerd wants to say - CPA Lee Jae-yong
We're all born in the 90s, each with a different set of interests - The Toss Production Team for "B Mainstream Economics"
How to Read Financial Statements: What You Should Know Before Reading This Book
Chapter 1.
Content
Publishing: The World of Strange Books That Always Recession, But Never Disappear
Webtoons: How Webtoons Survive the Content Flood
Music: Enter's quantum leap into the global market is a huge success! What's next?
Pop-ups: Pop-up stores become the gateway to mainstream brands.
Chapter 2.
style
Fashion: If you want to know the future of a brand, start with ○○○○?
Wellness: "Wellness" in an era where mala tanghulu and zero sugar are trending together
Luxury: As flashy as it is intense! The ultimate brand power.
Beauty: The Era of Diverse Cosmetics with Different Scents and Concepts
Chapter 3.
leisure
Camping: Quality over Price! A place that survives solely on word of mouth and quality.
Aviation: A business that travels the world and becomes the face of a country.
Running: Are You Caught Up in the "Runner's High"? The Running Boom Hits South Korea
Sports: Basketball vs.
Traditional powerhouse baseball, a fiery professional sports market
Festival: A colorful and vibrant scene filled with singing, dancing, eating, and enjoying.
Chapter 4.
food
Bakery: The K-Bread Market: Not Just 'Breadflation'
Wine: The romance of the sweet, sour, bitter, and fragrant wine business
Ramen: From the forefront of everyday life to the center of the K-food craze
Coffee: Brands and Koreans who are always sincere about the taste of coffee
Dessert: The Secret of the Sweet Things That Line Us Up
10 Z Tastes Discovered Through Consumption
Entering
This is what a finance nerd wants to say - CPA Lee Jae-yong
We're all born in the 90s, each with a different set of interests - The Toss Production Team for "B Mainstream Economics"
How to Read Financial Statements: What You Should Know Before Reading This Book
Chapter 1.
Content
Publishing: The World of Strange Books That Always Recession, But Never Disappear
Webtoons: How Webtoons Survive the Content Flood
Music: Enter's quantum leap into the global market is a huge success! What's next?
Pop-ups: Pop-up stores become the gateway to mainstream brands.
Chapter 2.
style
Fashion: If you want to know the future of a brand, start with ○○○○?
Wellness: "Wellness" in an era where mala tanghulu and zero sugar are trending together
Luxury: As flashy as it is intense! The ultimate brand power.
Beauty: The Era of Diverse Cosmetics with Different Scents and Concepts
Chapter 3.
leisure
Camping: Quality over Price! A place that survives solely on word of mouth and quality.
Aviation: A business that travels the world and becomes the face of a country.
Running: Are You Caught Up in the "Runner's High"? The Running Boom Hits South Korea
Sports: Basketball vs.
Traditional powerhouse baseball, a fiery professional sports market
Festival: A colorful and vibrant scene filled with singing, dancing, eating, and enjoying.
Chapter 4.
food
Bakery: The K-Bread Market: Not Just 'Breadflation'
Wine: The romance of the sweet, sour, bitter, and fragrant wine business
Ramen: From the forefront of everyday life to the center of the K-food craze
Coffee: Brands and Koreans who are always sincere about the taste of coffee
Dessert: The Secret of the Sweet Things That Line Us Up
10 Z Tastes Discovered Through Consumption
Detailed image
Into the book
Ultimately, we could say that 『B Mainstream Economics』 is a book about happiness that enriches our lives.
Let's learn a little more together.
And let's be a little happier.
--- p.16
It may be a stretch to say that we represent the MZ generation, but we do have some characteristics that are considered to be MZ characteristics.
In an age where tastes are fragmented and the boundaries between mainstream and non-mainstream are blurred, it is especially true that each person has a clear preference for what they like and cherishes that love.
〈B Mainstream Economics〉 is the result of our weekly reflections on what interests and captivates us the most.
--- p.17
Because people's interests cannot be consistent.
I even have the unfounded confidence that this book's table of contents better captures current consumer trends than any other neatly organized trend book.
--- p.17
If you become familiar with accounting through the way you engage with content, you'll gain a richer perspective on the world beyond the realm of economics.
--- p.29
There is one market that the publishing industry, which has been in a continuous recession, can refer to in finding a solution.
It's fashion.
This is because it is a very diverse industry with a low proportion of cost of goods sold, making it very similar to the book market.
In today's fashion market, the design, quality, and price of a product are of course important, but what stands out is the focus on branding above all else.
--- p.41
The domestic webtoon industry, which was worth approximately 640 billion won in 2019, has nearly tripled to approximately 1.829 trillion won in 2022.
Compared to 2013, 10 years ago, when it was worth about 150 billion won, it has grown by more than 10 times.
--- p.46
The chart-centric music industry is being shaken by the fragmentation of tastes and the emphasis on individuality that has become the norm.
In fact, it is said that teenagers these days tend to think that music ranked in the top 100 is boring.
The reason Spotify, which was mainly used in English-speaking countries, has become widely used in Korea can be analyzed as being because it is a platform specialized in playlist recommendation algorithms.
--- p.57
If you look closely at the pop-ups that have been a huge hit, one keyword comes to mind.
It's MZ.
While it's not news that MZ is gaining increasing influence in the consumer market, the combination of department stores and MZ is still novel and intriguing.
Department stores, which have long established themselves as high-end retailers, have pursued stability rather than change.
--- p.73
The appeal of luxury goods isn't just about price and trendiness.
A defining characteristic of luxury brands is their clear and specific brand identity.
Firmly define your brand's position, mood, and direction and use this to appeal to customers.
Today's generation, enthusiastic about uniqueness and originality, opens their wallets to brands that compete with their own unique philosophy.
--- p.106
It can be said that the marathon is becoming more of an entertainment event than a simple sports competition.
Of course, its industrial scale is still small compared to world-class festivals, but its potential is not small.
--- p.149
Another characteristic of the Korean dessert market is that it is fast.
As they are good at accepting new things, they move from the previous to the next very quickly.
There are countless items that once created a craze but then quickly disappeared, such as Taiwanese castella, honeycomb ice cream, and brown sugar bubble tea.
And this is still ongoing.
Let's learn a little more together.
And let's be a little happier.
--- p.16
It may be a stretch to say that we represent the MZ generation, but we do have some characteristics that are considered to be MZ characteristics.
In an age where tastes are fragmented and the boundaries between mainstream and non-mainstream are blurred, it is especially true that each person has a clear preference for what they like and cherishes that love.
〈B Mainstream Economics〉 is the result of our weekly reflections on what interests and captivates us the most.
--- p.17
Because people's interests cannot be consistent.
I even have the unfounded confidence that this book's table of contents better captures current consumer trends than any other neatly organized trend book.
--- p.17
If you become familiar with accounting through the way you engage with content, you'll gain a richer perspective on the world beyond the realm of economics.
--- p.29
There is one market that the publishing industry, which has been in a continuous recession, can refer to in finding a solution.
It's fashion.
This is because it is a very diverse industry with a low proportion of cost of goods sold, making it very similar to the book market.
In today's fashion market, the design, quality, and price of a product are of course important, but what stands out is the focus on branding above all else.
--- p.41
The domestic webtoon industry, which was worth approximately 640 billion won in 2019, has nearly tripled to approximately 1.829 trillion won in 2022.
Compared to 2013, 10 years ago, when it was worth about 150 billion won, it has grown by more than 10 times.
--- p.46
The chart-centric music industry is being shaken by the fragmentation of tastes and the emphasis on individuality that has become the norm.
In fact, it is said that teenagers these days tend to think that music ranked in the top 100 is boring.
The reason Spotify, which was mainly used in English-speaking countries, has become widely used in Korea can be analyzed as being because it is a platform specialized in playlist recommendation algorithms.
--- p.57
If you look closely at the pop-ups that have been a huge hit, one keyword comes to mind.
It's MZ.
While it's not news that MZ is gaining increasing influence in the consumer market, the combination of department stores and MZ is still novel and intriguing.
Department stores, which have long established themselves as high-end retailers, have pursued stability rather than change.
--- p.73
The appeal of luxury goods isn't just about price and trendiness.
A defining characteristic of luxury brands is their clear and specific brand identity.
Firmly define your brand's position, mood, and direction and use this to appeal to customers.
Today's generation, enthusiastic about uniqueness and originality, opens their wallets to brands that compete with their own unique philosophy.
--- p.106
It can be said that the marathon is becoming more of an entertainment event than a simple sports competition.
Of course, its industrial scale is still small compared to world-class festivals, but its potential is not small.
--- p.149
Another characteristic of the Korean dessert market is that it is fast.
As they are good at accepting new things, they move from the previous to the next very quickly.
There are countless items that once created a craze but then quickly disappeared, such as Taiwanese castella, honeycomb ice cream, and brown sugar bubble tea.
And this is still ongoing.
--- p.218
Publisher's Review
***Reprint confirmed before publication***
*** Highly recommended by experts at the forefront of trends in each field ***
* Recommendation
- It gives us tremendous insight into the times we live in, the markets, money, and our real lives.
I kept hitting my knees while reading.
- Kim Kyung-il, cognitive psychologist
- As you follow the journey of interpreting the context of consumption and industry according to the tastes and perspectives of 'now, us,' you will experience becoming a more proactive and intelligent consumer without the pain of studying.
─ Jo A-ran, publishing marketer
- It's time to meet a money story that's actually more interesting the less you know, as if a blocked blood vessel has been cleared.
- Kim Yoon-ha, popular music critic
- A book that taught me how to play with numbers, even though I liked money but had difficulty with numbers.
─ Kim Chan-bu, a financial technology YouTuber
- I would like to call this book 'The Inside Story of Things We Love'.
It's definitely a grown-up's game to be able to look at the industries I really like in numbers.
─ Ha Kyung-hwa, Diet Editor
- A must-read for all marketers who need to quickly grasp how the Korean market is moving and pay attention to the phenomena and trends within it.
─ Jeon Woo-seong, Branding Director
Attention beginners in financial technology, marketers, planners, and branding experts!
Found where money flows
2024 Generation Z Tastes and Economic Trends
Think about the places, foods, fashion, and content you've seen a lot this year on YouTube, Shortz, social media, and Instagram Reels.
From the low-sugar craze with Zero Coke and Zero Sugar to the rapidly growing interest in health, including slow aging, to the unprecedented craze for luxury goods, to the countless people running anywhere in their running shoes, to the spectacle of people lining up in front of pop-up stores.
These issues that have garnered such great attention have something in common.
The point is that it is where consumption takes place, that is, where money flows, and the MZ generation is at the center of it.
The author of 『B Mainstream Economics』, the producers of Toss YouTube channel Moneygraphy, who create various contents with shallow but broad curiosity about everything in the world, and accountant Lee Jae-yong, who sees the world through numbers, paid attention to this part.
Content and products once considered fringe are now mainstream, and young people, whose influence on consumption was never anticipated, are now leading trends and shaking up the market.
If you look closely at where money flows, you'll find that extremely personal preferences are hidden everywhere.
How do those tastes translate into money and become trendsetters? This book, a reimagining of "B Mainstream Economics," a content that quickly gained widespread popularity, was created with this very purpose in mind. Drawing on the diverse and broad tastes of MZ, it offers a captivating account of the economics hidden beneath consumer culture.
?
YouTube content from financial platform Toss
『B Mainstream Economics』 with 46 million cumulative views
A book that contains more depth and richness
Financial platform Toss has been running "B Mainstream Economics" as the flagship content of its own content channel, Moneygraphy.
Starting with Season 1, Season 2 opened in 2024, and surpassed 340,000 subscribers in just about a year since the content launch.
The content production team, comprised of people born in the 90s, the curious host PD Kim Chang-seon, and accountant Lee Jae-yong, who coolly analyzes information as an accounting expert while also creating a friendly 'geek' image, talk seriously and generally have a fun time talking about the economic stories behind consumer culture with expert guests from each field.
After about two to three hours of filming, the behind-the-scenes stories of those who were unable to come out were edited into a 15-minute video and reconstructed in this book, focusing on consumer culture and trends.
This fascinating book delves into which players survive and which fail in the market, what difficulties and joys abound in the actual field, and how the market that has established a trend has achieved its current glory through financial statements.
Additionally, to help beginners in economics or finance enjoy this book more, we have included a special commentary titled 'How to Read Financial Statements: Things to Know Before Reading This Book.'
Not only that, it provides easy-to-understand insights drawn from numbers based on the latest data.
In addition, '10 Z Tastes Discovered Through Consumption', which summarizes the tastes of Generation Z into 10 categories discovered through analysis of consumer culture, is worth paying attention to not only planners and marketers, but also aspiring industry workers who dream of entering the relevant field.
As we delve into the surprisingly interesting economic stories hidden in these unfamiliar numbers, we'll gain a detailed understanding of everything from Generation Z's tastes to the hottest trends of the moment.
*** Highly recommended by experts at the forefront of trends in each field ***
* Recommendation
- It gives us tremendous insight into the times we live in, the markets, money, and our real lives.
I kept hitting my knees while reading.
- Kim Kyung-il, cognitive psychologist
- As you follow the journey of interpreting the context of consumption and industry according to the tastes and perspectives of 'now, us,' you will experience becoming a more proactive and intelligent consumer without the pain of studying.
─ Jo A-ran, publishing marketer
- It's time to meet a money story that's actually more interesting the less you know, as if a blocked blood vessel has been cleared.
- Kim Yoon-ha, popular music critic
- A book that taught me how to play with numbers, even though I liked money but had difficulty with numbers.
─ Kim Chan-bu, a financial technology YouTuber
- I would like to call this book 'The Inside Story of Things We Love'.
It's definitely a grown-up's game to be able to look at the industries I really like in numbers.
─ Ha Kyung-hwa, Diet Editor
- A must-read for all marketers who need to quickly grasp how the Korean market is moving and pay attention to the phenomena and trends within it.
─ Jeon Woo-seong, Branding Director
Attention beginners in financial technology, marketers, planners, and branding experts!
Found where money flows
2024 Generation Z Tastes and Economic Trends
Think about the places, foods, fashion, and content you've seen a lot this year on YouTube, Shortz, social media, and Instagram Reels.
From the low-sugar craze with Zero Coke and Zero Sugar to the rapidly growing interest in health, including slow aging, to the unprecedented craze for luxury goods, to the countless people running anywhere in their running shoes, to the spectacle of people lining up in front of pop-up stores.
These issues that have garnered such great attention have something in common.
The point is that it is where consumption takes place, that is, where money flows, and the MZ generation is at the center of it.
The author of 『B Mainstream Economics』, the producers of Toss YouTube channel Moneygraphy, who create various contents with shallow but broad curiosity about everything in the world, and accountant Lee Jae-yong, who sees the world through numbers, paid attention to this part.
Content and products once considered fringe are now mainstream, and young people, whose influence on consumption was never anticipated, are now leading trends and shaking up the market.
If you look closely at where money flows, you'll find that extremely personal preferences are hidden everywhere.
How do those tastes translate into money and become trendsetters? This book, a reimagining of "B Mainstream Economics," a content that quickly gained widespread popularity, was created with this very purpose in mind. Drawing on the diverse and broad tastes of MZ, it offers a captivating account of the economics hidden beneath consumer culture.
?
YouTube content from financial platform Toss
『B Mainstream Economics』 with 46 million cumulative views
A book that contains more depth and richness
Financial platform Toss has been running "B Mainstream Economics" as the flagship content of its own content channel, Moneygraphy.
Starting with Season 1, Season 2 opened in 2024, and surpassed 340,000 subscribers in just about a year since the content launch.
The content production team, comprised of people born in the 90s, the curious host PD Kim Chang-seon, and accountant Lee Jae-yong, who coolly analyzes information as an accounting expert while also creating a friendly 'geek' image, talk seriously and generally have a fun time talking about the economic stories behind consumer culture with expert guests from each field.
After about two to three hours of filming, the behind-the-scenes stories of those who were unable to come out were edited into a 15-minute video and reconstructed in this book, focusing on consumer culture and trends.
This fascinating book delves into which players survive and which fail in the market, what difficulties and joys abound in the actual field, and how the market that has established a trend has achieved its current glory through financial statements.
Additionally, to help beginners in economics or finance enjoy this book more, we have included a special commentary titled 'How to Read Financial Statements: Things to Know Before Reading This Book.'
Not only that, it provides easy-to-understand insights drawn from numbers based on the latest data.
In addition, '10 Z Tastes Discovered Through Consumption', which summarizes the tastes of Generation Z into 10 categories discovered through analysis of consumer culture, is worth paying attention to not only planners and marketers, but also aspiring industry workers who dream of entering the relevant field.
As we delve into the surprisingly interesting economic stories hidden in these unfamiliar numbers, we'll gain a detailed understanding of everything from Generation Z's tastes to the hottest trends of the moment.
GOODS SPECIFICS
- Date of issue: October 16, 2024
- Page count, weight, size: 240 pages | 368g | 145*225*20mm
- ISBN13: 9791169084178
- ISBN10: 1169084176
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