Older Generations Lead South Korea’s Baby Spending Boom
Grandparents in South Korea are leading a new shopping boom as the country’s birth rate begins to climb. Recent data from Shinhan Card shows that spending on pregnancy and childbirth items by people aged 60 and over surged by 61.1% compared to last year.
These generous grandparents are significantly outspending young parents. On average, those in their 60s spend 1.83 million won per transaction, which is much higher than the 1.1 million won spent by parents in their 30s. People in their 50s also showed strong growth, with their spending rising by 45.3% and averaging 1.17 million won per purchase.
The surge is directly tied to a rise in the number of newborns. In early 2026, birth rates hit 0.99 in January and 0.93 in February, both up 0.10 from a year ago. This increase in births has driven growth in the childbirth sector by 37.1%, making it the third-fastest-growing category after toys and transportation.
Overall, total card spending rose by 5.8% last month as more families prepared for new arrivals. Older generations with high spending power are now playing the biggest role in welcoming the newest members of their families.
J.K. Park Senior Reporter junior/1779261316/1613367801
1. Who is leading the baby spending boom in Korea?
2. How much do people in their 60s spend now?
3. Which card company provided this new shopping data?
4. When did the birth rates begin to climb again?
1. Do you think grandparents should spend more for babies?
2. What is a good gift for a newborn baby?
3. Why do older people have high spending power today?
4. Does your family prepare many things for new members?
Grandparents in South Korea are leading a new shopping boom as the country’s birth rate begins to climb. Recent data from Shinhan Card shows that spending on pregnancy and childbirth items by people aged 60 and over surged by 61.1% compared to last year.
