The Rise of ‘Short-Form Socializing’: How Fleeting Connections Are Shaping the Future of Marketing
A new trend is emerging, following in the wake of “text-hip” and “seasonal core.” It’s a shift in how people, particularly Gen Z, are approaching social interaction and experiences. This article explores this phenomenon and what it means for marketers looking to connect with this key demographic.
The ‘Kyungdo’ Phenomenon and Beyond
Earlier this year, the “Kyungdo” (police and thief) game swept through social media. Originating on platforms like ‘Danggeun’ (a local community platform) and Instagram, participants would organize games of tag, embracing a nostalgic pastime with strangers. The appeal lay in the spontaneous, low-commitment nature of the activity. Data reflects this surge in interest: searches for “police and thief” increased 40-fold in just two months (based on Black Kiwi search volume analysis). Even singer Lee Youngji’s organized “Kyungdo” event attracted nearly 100,000 applicants.
Interestingly, similar trends are emerging internationally. In Germany, “Pudding mit Gabel” (pudding with a fork) has gained traction. Participants gather in public spaces to eat pudding with forks – a deliberately quirky concept – and casually chat. Starting in Germany, the trend spread to Switzerland, Austria, and even the United States.
Why Now? The Changing Face of Relationships
The core difference between these new social gatherings and traditional clubs or study groups is the emphasis on fleeting experiences. Instead of building long-term relationships, Gen Z is increasingly drawn to short-lived, concept-driven events. This is being termed “short-shilling” (a blend of “short” and “socializing”).
| Key Characteristics of Short-Shilling
① Focus on a concept rather than building camaraderie. Events like “police and thief” or “eating fries together” are about experiencing a shared moment. ② High participation in one-off events, rather than consistent membership in groups. ③ Events are typically short and require minimal commitment. |
Short-Shilling as a Marketing Opportunity in 2026
Brands are beginning to recognize the potential of short-shilling. For example, Bibigo collaborated with influencer ‘Sigol’ who was popular during the Kyungdo trend, sharing behind-the-scenes content on Instagram Reels. General Idea similarly hosted a “Kyungdo” event, providing branded items to participants based on their assigned role (police or thief).
Brands are quickly leveraging short-shilling for marketing. Source (left) Bibigo official Instagram, (right) General Idea official InstagramThis trend suggests a shift in offline marketing strategies. Instead of focusing on building long-term brand loyalty through traditional methods, brands can tap into the desire for unique, shareable experiences.
What’s Next? Emerging Short-Shilling Activities
The “Kyungdo” craze has paved the way for other similar activities, particularly on the ‘Danggeun’ platform. These include mass french fry eating events (“gamtyu moim”) and gatherings to play Nintendo games together.
Did you know? The Danggeun app saw a 125% increase in group sign-ups year-over-year, according to their year-finish report.
Pro Tip: Embrace Spontaneity
When planning short-shilling campaigns, prioritize flexibility and spontaneity. The appeal lies in the unexpected and the opportunity to connect with others over a shared, lighthearted experience.
FAQ
Q: What is ‘short-shilling’?
A: It’s a term used to describe the trend of participating in short-term, concept-driven social gatherings, prioritizing experience over long-term relationships.
Q: Is this trend limited to Korea?
A: No, similar trends are emerging globally, such as “Pudding mit Gabel” in Germany.
Q: How can brands leverage short-shilling?
A: By creating unique, shareable experiences that align with the interests of Gen Z and encourage spontaneous participation.
What are your thoughts on this emerging trend? Share your ideas in the comments below!
