
How Social Comparison Drives South Korea’s Fitness Culture
In South Korea, the rhythmic pounding of running shoes on pavements has become more than just a way to stay fit—it's a cultural movement, especially among the MZ Generation, which encompasses both Millennials and Generation Z. These young adults are at the forefront of a fitness boom, where running is no longer just about physical health, but a platform for social validation, consumerism, and competitive self-expression. Luxury running shoes and high-performance gear from brands like Nike and H






