Generation Alpha, the largest consumer group in human history, comprises individuals aged 0-13 in 2023 who were born after 2010. Generation Alpha is projected to account for one-third of total consumption in the next decade. By 2025, the global Alpha population is expected to exceed 2.2 billion people. Already emerging as a dominant market force, this generation uses digital media platforms such as ZEPETO and TikTok, distinguishing itself from Generation Z's reliance on Instagram and TikTok. Generation Alpha embodies a unique consumer profile characterized by a quest for intuitive satisfaction.

How does the way Generation Alpha consumes affect the food industry? This generation blends the familiarity of their parents' era with their novelty, fostering an "experiential consumption" tendency. A discernible trend has emerged in which they seek to enjoy new products free from traditional constraints. Examples include the recent rise of the "grand millennial" trend, which combines elements of grandmotherly nostalgia with the preferences of the millennial generation, and the marketing of character stickers that cater to the tastes of Generation Alpha.
A variety of food products were introduced in line with the experiential food trend. In 2023, Coca-Cola's Minute Maid, leveraging the nostalgic Qoo character, launched two variations of "Minute Maid Qoo," echoing the character's popularity in Korea in 2001. Harim reintroduced the discontinued 'Spicy Franks', a nostalgic snack sausage, and Pulmuone Olga Whole Foods introduced the traditional dessert 'Baked Korean Rice Jeonbyeong (Crepe)' to capitalize on the grandmother trend. Dunkin' made Honey Glazed Yakgwa (honey cookie), previously a limited-time offer, a regular menu item, while Nongshim introduced a new snack product, Powdered Soybean Corn Snack.

The advent of the social media era in 2010, coinciding with the emergence of Generation Alpha, has naturally shaped a culture of navigating between the digital realm and everyday life. Accustomed to sharing information and expressing themselves on online platforms such as ZEPETO, Generation Alpha individuals possess a dual role as consumers and content creators, which influences their solid tastes in food consumption. Recognizing the Alpha Generation's affinity for the digital world, the food industry has begun using the metaverse to connect with them. For example, Nongshim established the "Shin Ramyun Cafeteria" on the ZEPETO metaverse platform in 2022, while Pulmuone introduced the Pulmuone Tofu Factory on ZEPETO.