International Symposium On Smart Aging 2011 Intetnational Symposium

International Symposium On Smart Aging 2011 스마트에이징 국제심포지엄 Intetnational Symposium on Smart Aging 2011 Session 4 여가문화분야 How to vitalize leisure and cultural activities for baby boomers 베이비부머의 여가문화생활 활성화 방안 1

Characteristics and regulations of leisure and cultural activities of baby boomers in Japan 일본 베이비부머의 여가문화활동 특징과 정책대응 Professor, Tohoku University, Japan 여가문화분야 Murata Hiroyuki International Symposium On Smart Aging 2011 Presentation 1 2

International Symposium On Smart Aging 2011 31 해방형 소비는 단계별로 변화한다 시간해방소비

65歳 年金満額支給 リタイア・モラトリアム パーソナル・ ミッション 自分探し 時間解放 定年退職／再雇用 60歳 キャリア Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 リタイア？ 解放型消費は段階的に変化する 時間解放消費 Copyright© Hiroyuki Murata All Rights Reserved. 32

International Symposium On Smart Aging 2011 이용자의 중심은 50대, 60대, 70대에도 지속하기 쉬운 운동 환경 35

カーブス年齢別会員数（2008年） 0 80～ 84歳 70～ 74歳 5000 10000 15000 20000 会員の８割が ４０代以上の女性 60～ 64歳 50～ 54歳 40～ 44歳 30～ 34歳 20～ 24歳 25000 Copyright© Hiroyuki Murata All Rights Reserved. 30000 International Symposium On Smart Aging 2011 利用者の中心は 50代、60代 60代・ 70代でも続けやすい運動環境 Copyright© Hiroyuki Murata All Rights Reserved. 36

Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 ゴージャス車両で人気の 小田急ロマンスカー 贅沢時間型消費の例 東南アジアへの 「３泊４日ツアー」が増える 「ロングステイ」より 「ショートステイ」が増える Copyright© Hiroyuki Murata All Rights Reserved. 42

Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 タイ国際航空「ＴＧ ５５ バリュー タイランド」 ５５歳以上、平日出発の優待運賃 50代女性の人気旅行は韓国３泊４日 Copyright© Hiroyuki Murata All Rights Reserved. 44

Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 自分探し消費 自分探しは 「情報収集型消費」からはじまる 退職後の生活の「目的・手段」の 探索活動に重点が移る Copyright© Hiroyuki Murata All Rights Reserved. 52

International Symposium On Smart Aging 2011 67 어떤 점이 재미있는가? 수확풍경과 컴퓨터로 매출관리

Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 どんなところが楽しいか？ 収穫風景と パソコンによる売り上げ管理 Copyright© Hiroyuki Murata All Rights Reserved. 68

生活資金 不安 健康不安 生きがい つくり 「半働半遊」ライフスタイル Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 団塊世代の老後の不安と解消策 2030年までに世界の多くの国が「高齢化社会」に 日本と韓国はフロントランナー Copyright© Hiroyuki Murata All Rights Reserved. 70

International Symposium On Smart Aging 2011 미래를 예측하는 가장 좋은 방법은? The best way to predict the future is to invent it. 미래를 예측하는 가장 좋은 방법은 그것을 만드는 것 경청해 주셔서 감사합니다. 71

The best way to predict the future is to invent it. 未来を予測する最良の方法は それをつくること Copyright© Hiroyuki Murata All Rights Reserved. International Symposium On Smart Aging 2011 未来を予測する最良の方法とは？ ご静聴ありがとうございました Copyright© Hiroyuki Murata All Rights Reserved. 72

International Symposium On Smart Aging 2011 Memo 73 Memo

How to vitalize leisure and cultural activities of baby boomers as creative consumers 창조적 소비자로서 베이비부머의 여가문화생활 활성화 방안 International Symposium On Smart Aging 2011 Presentation 2 여가문화분야 Kim, Kyu Won Korea Culture & Tourism Institute Director, Cultural and Art Policy Research Division 74

Kyu-won Kim Korea Culture and Tourism Institute International Symposium On Smart Aging 2011 Plans to Vitalize the Leisure and Cultural Activities of Baby Boomers as Creative Customers I. Characteristics of Baby Boomers in Korea 1. Demographic characteristics The “baby boom generation” in Korea refers to a generation born during a period when the childbirth rate once remarkably increased after the Korean War and rapidly decreased by the introduction of birth control policies Approx. 7, 125 thousand people are Korean baby boomers born in 1955 -1963. As of 2010, they form approx. 14. 6% of the total population in Korea. “Baby Boom” Generation 7, 125 thousand (14. 6%) Baby boomer Mr. B’s biography (50, born in 1960) Birth 1960 1967 -1978 1979 -1989 Education Uni/Starting career Past Present 1990 s His 30 s Futuer 2000 s His 40 s 2010 50 After 2011 Source: National Statistical Office (2010). Statistics on the past, present and future of baby boomers 76

2. Social characteristics The baby boomers grew in a large family structure in 1960 s and established their own nuclear family in 1970 s, which gave them a two-sided value of tradition and innovation. They are so called “in-between” generation or the “sandwich” generation who sacrifice themselves to serve their parents and support their children. The baby boom generation has been key to national economic development and has played a pivotal role as “growth engines” amid rapidly-changing economic and social situations. They developed a poor agriculture-based society into industrialized knowledge-based one. Unlike the existing “silver” generation, they have higher education, strong economic power, professional careers. International Symposium On Smart Aging 2011 I. Characteristics of Baby Boomers in Korea 3. Preparations for retirement Those who were born in 1955, the elder among the generation, reached 55 in 2010 that is the retirement age in most companies. It is expected that they will retire in a mass during a period between 2010 to 2018. As the retirement of baby boomers becomes earnest, significant social and economic changes such as changes in labor structures in production, decreases in available workforce, decreases in asset values due to imbalance of supply and demand in asset markets, burdens to national finance due to increased welfare expenses are expected. Two views to their retirement ① Fear and pressure for offhand retirement - The sandwich generation has made no preparations for their retirement while serving their parents and supporting their children’s education. They are not tend to rely on their sons and daughters after retirement. ② Happy and abundant post-retirement life comparing to former generations - They are rational and future-oriented in terms of thinking and lifestyles, which helps them recognize their senescence as an opportunity for selfrealization or a third life. 78

What baby boomers think of their retirement Source: Korea Institute for Health and Social Affairs (2010). A survey on baby boomers’ life and demands for welfare How’s your prospect for your post-retirement? (Unit: %) Leisure Positive 65. 4% Negative 34. 6% Health Marriage / family relationship For which activity do you intend to use your post-retirement life? 1. Hobby 2. Income-earning 3. Volunteer 4. Religious activities 5. Self-development 6. Rest 7. Caring grandchildren International Symposium On Smart Aging 2011 I. Characteristics of Baby Boomers in Korea II. Appearance of the New Age 1. Active Seniors refer to those who are between 50 to 64 at age, with a higher level of consumption, who pursue an active life style based on strong economic power and health Active Seniors are independent and active. Based on strong economic power, they pursue to find their identity in senescence and the purpose of life through spending money for meaningful activities such as leisure activities , so called the “BRAVO lifestyle” (LG Economy Research Institute, 2010) Bankable * High income & consumption levels * Ready for post-retirement based on real estates, pensions, bank deposits and other assets * Have needs for financial information and consulting to maintain their assets “Self-preparations for retirement” “Preparations through pensions and bank deposits” Relation * Strengthen social activities centering on existing relationships * Increased religious, hobby and friendship gatherings * Give importance to family relationships “Don’s miss religious gatherings” “Actively participate in club activities such as camera and climbing clubs” Active * Active and selforiented * Constant health management * Actively participate in life-long education, leisure and volunteer activities “Learning English in the community center is my pleasure” “Rarely resting at home” “Frequently go climbing and hiking” Value * Value consumption * Increased consumption in leisure activities such as travel, climbing and golf * Preference to luxury goods. Give importance to design and looks “Will enjoy tolerated overseas travels” “Outdoor clothes should be the best. Price doesn’t matter” Occupation * Hope to continue working * Prefer jobs related to their careers * Strong needs for information and education on entrepreneurship “Want to work even the wage is low” “Want to start my own business” * Interviews with Active Seniors 80

2. New Seniors are baby boomers in their 50 s, who have their retirement ahead and who have different characteristics from already-retired silver generations Baby boomers grew with experiences of introduction and evolution of various pop cultures and economic and social growth. Characteristics of New Seniors and three keywords Motivations that make them move Characteristics Physical Health Econom ic Abunda Stability nce in time Change s in life Enjoym ent of culture Youthfulness Extension of youth: Youthfulness in body, recognition and appearance Enjoyment of emotions and values in the past: Longing for culture and emotions in their youth Nostalgia Self-realization through selfdevelopment and exchange: Recover senses of accomplishment and stability Ego Source: Samsung Economy Research Institute (2011). Three keywords of the new media generation International Symposium On Smart Aging 2011 II. Appearance of the New Age ® After all, they are appearing as new generations that have different, new lifestyles from existing silver generations. Difference between Silver and New Silver generations Silver Gen. Stubborn and conservative New Silver Gen. Image Bright, flexible, rational, positive Frugal. Limited hobbies Attitude to life Leisurely, enjoyable. Various hobbies Dependent to offspring Independence Don’t want to live with their son/daughter Rarely have plans. Depend on financial supports from their son/daughter Gaps between generations. Don’t accept changes Find interests from work. Consider leisure as a measure Tend to hand down to their son/daughter Exchange with the same ages in community halls Child-oriented Later year plans Value Independent life based on life plans Open to changes. Communicate with other generations Attitude to leisure Leisure itself is purpose Disposal of assets Mainly use for themselves. Hand down or return only the remainder to society Personal relationship Life Broad networks including club activities Spouse-oriented. Wellbeing Source: Shinhan Bank Source: Donga Daily. Sep 29 2009. Rise of “New Silver”: stylish and slick elders 82

1. Expression of various demands for leisure Increase free time, increased demands for cultural and leisure activities - Passion to realize nostalgia and recover youthfulness - Actively express their desire to find a new-self and demands for active later-year life Design a second life in new places - Demands for multi-habitation: reside in suburb or take up farming Hope to manage their 80, 000 hours of post-retirement life through “meaningful” activities - Highly interested in voluntary activities or religious activities음 - 80, 000 hours = The sum of a 10 -hour free time per day from retirement at 60 to 80 (average lifespan) Sensitively respond to aging. Strong demands for investment for healthy later years - Longer lifespan, longer healthy-years, more interests in leisure and travel International Symposium On Smart Aging 2011 III. Leisure and Cultural Activities of Baby Boomers 2. Work-oriented life and lack of leisure and cultural experiences Generation with the longest working hours - The number of average working hours of baby boomers, hard-working heroes of Korea’s economic development, is 49. 85 hours per week, which is longer than 40 s’ or 50 s’ 49. 22 hours (NSO, 2009. A survey on living time) 40 -45 46 -54 (Baby boomer) 55 -60 Average weekly working hours of 40 s and 50 s: 49. 2 Principa l work 49. 6 hours 49. 9 hours 48. 3 hours Average weekly working hours of 40 s and 50 s: 13. 8 By-work 13. 4 hours Source: NSO (2009) A survey on living time 14. 3 hours 13. 7 hours 84

2. Work-oriented life and lack of leisure and cultural experiences More than a half never enjoy cultural and art events. - Only 47. 8% of baby boomers who ever watched performances, exhibitions or sport events in 2009, which means that more than a half have no experience. Experiences in cultural, art and sports events (multiple answers allowed) (Unit: %) Total Yes Theatre Play/musical Movie Exhibition hall (Museum, gallery) Sports Music/concert 2009 100. 0 55. 0 89. 5 26. 1 26. 2 91. 0 32. 5 20. 5 Baby boomer 100. 0 47. 8 86. 0 32. 8 25. 2 86. 9 31. 0 21. 6 Urban 100. 0 50. 7 86. 7 32. 9 25. 0 88. 0 30. 9 21. 6 Rural 100. 0 33. 4 80. 2 32. 3 27. 6 78. 6 31. 9 21. 7 Source: NSO (2009). Social Survey International Symposium On Smart Aging 2011 III. Leisure and Cultural Activities of Baby Boomers IV. Expansion of New Markets for Seniors 1. Increased senior market size It is expected that the baby boom generation will lead the trend of future silver markets, resulting in growth of silver industries centering on information, leisure and financial markets. [Changes in silver customer populations*] Active Senior (50 -64) Over 65 [Growth of silver industries*] (Unit: Thousand persons) (Unit: Trillion KRW) Market Size by 2020 (Growth rate) Portion of Active Seniors IT 40 (25%) Leisure 26 (14%) Finance 18 (13%) Medical Device 7 (12%) Aged society Active Seniors who are 50 to 64, as of 2010, in their age will constitute 27% of the total aged (over 65) populations by 2014 1. Active Seniors: those who are between 50 to 64 at age, with a higher level of consumption, who pursue an active life style based on strong economic power and health 2. In this report, “silver” refers to populations over 50 in their age, including Active Seniors Market size of silver industries: 43. 9 trillion won in 2010 -> 148. 6 trillion won by 2020 • The IT market will grow centering on home-care, IT support devices and contents * Source: NSO ** Source: The Korea Chamber of Commerce and Industry. Prospects for growth of silver industries(2006) 86

2. Contents markets that stimulate emotional nostalgia Contents markets increase to satisfy cultural demands. The cultural and art contents market, which targets housewives and middle ages, has been established. - In 2011, concerts of foreign masters (e. g. , Eric Clapton, Santana, Eagles) that remind baby boomers’ memory have been very popular. - New contents in movies and plays (“Dandelion becomes the Wind” (play) attracted over 100 thousand audiences; Audiences of “My Mom” (movie) are half-50 s; “I Love You” (movie) attracted a million audiences) - A Korean broadcasting station MBC scheduled a program titled “C’est Si Bon “, which resulted in an acoustic guitar craze Art performing and relevant markets actively respond to the demands - Morning concerts for women in their middle ages (concerts at 11 am); memberships for middle-aged women in weekdays “Miz Story”(CGV Multiplex) International Symposium On Smart Aging 2011 IV. Expansion of New Markets for Seniors 3. Expansion of self-development programs Baby boomers give importance to the sense of accomplishment and have strong will for learning, therefore highly increased in self-development activities Increases in learning and creative programs such as cultural classes performances and sports - Cultural classes for seniors have increased: e. g. , “Classic Plus” at Sejong Academy and “We are Silver Power” at Chungmu Art Hall The proportion people in their 50 s to all attendees in these classes has increased from 16% in 2007 to 20% in 2009 (Source: Financial Times. Jan 18, 2010) 88

4. Various communities for learning and exchanges Internet communities - Blog- and club-based Internet communities that offer information on investment techniques, health and life have been activated as a new forum for seniors’ communication Community residence for seniors - Appearance of community residence only for seniors that offer health, beauty, sport, investment-related classes and opportunities for exchanges through club activities - e. g. , “The Classic 500” is an urban senior town that offers education programs in connection with universities and has infrastructures for sports and club activities Complex-cultural facilities and for seniors - Community facilities for health care and leisure activities - e. g. , Bitgoeul Senior Health Town in Gwangju is a whole-new community facility that aims at one-stop comprehensive services that integrate cultural activities, health, welfare, leisure and sports (www. bittown. or. kr) International Symposium On Smart Aging 2011 IV. Expansion of New Markets for Seniors V. Vitalization of the Leisure and Cultural Activities of Baby Boomers as Creative Customers ★ Foster new creative seniors (silver-cultizen) Develop baby boomers’ passion for nostalgia into cultural and art education business, thereby fostering them as creative consumer of culture and arts. - Cultural centers began to change their conventional “Silver Culture School” program to fit the new generation. - Promote baby boomers’ literature activities by developing programs (e. g. : the national “Center for Creative Silver Culture”), nurture professional education workforce, develop programs for bridging the generation gap, and develop and distribute models for senior’s active cultural and artistic creation. * US: The National Center for Creative Aging (2001) develops and promotes cultural and artistic programs for seniors * Japan: Promote cultural and art agencies specialized for seniors such as “Playcare”. 90

★ Develop content markets through market segmentation Foster and support content industries responding to various needs of baby boomers - Develop a new market structure that focuses on baby boomers - Develop products and contents that meet their needs such as youth, nostalgia and ego. - Customer segmentation and research is required to meet their various tastes (necessity of senior business research) - Recommendation of devices and activities suitable to baby boomers should be available. For example, developing smart devices and platforms that are more suitable to seniors comparing to existing smart phones can support contents that are related to baby boomers’ various leisure and cultural activities. International Symposium On Smart Aging 2011 V. Vitalization of the Leisure and Cultural Activities of Baby Boomers as Creative Customers ★ Make seniors vital through experiences and participation Activate communities that offer experience and exchange opportunities - Develop complex-cultural parks and community facilities that offer various activities and experiences. - Support community activities and activate club activities - Community activities are proven to have continuous effects if participants are immersed into the activities through educational programs and voluntarily organize and participate in activities. - To promote community activities connected with cultural and art education, offering spaces for cultural and art activities, linkages to professional mentors and opportunities to showcase their activities is required. 92

★ Improve their image as a new generation that donates their creative talents Establish mentor-mentee relationships in creative leisure and cultural activities - Recommend them to mentor other seniors or other generations (in particular, children and juveniles) based on their talents and experiences in cultural and art experiences. - Vitalize the existing programs: “Storytelling grandma” project that models after traditional education in the Joseon Dynasty; “Silver culture volunteers”: docent/culture guide/forest guide “Book-reading silver volunteers BOOK”: volunteers who are over 50 and who help others’ book reading “Retired sports professional volunteers” consists of retired professionals in the field of sports Non-professional volunteers that consist of other retirees (ushers, parking guides and marshals for sports for all events International Symposium On Smart Aging 2011 V. Vitalization of the Leisure and Cultural Activities of Baby Boomers as Creative Customers Thank you for listening ! Kyu-won Kim Cultural and Arts Policy Research Division, Korea Culture and Tourism Institute kimq 1@kcti. re. kr +82 -2 -2669 -9879 94

International Symposium On Smart Aging 2011 Memo 95 Memo

Memo International Symposium On Smart Aging 2011 Memo 96