KEMA Column
"지금 아니면 못 먹는다" (If you don't eat it now, you'll miss out). This phrase has become a mantra among Korea’s Gen Z. It’s part of a trend called "Cheol-cheol" (seasonal)—a lifestyle of savoring seasonal foods without missing a beat and fully embracing the season itself. In an era where everything is available year-round, these people are choosing to chase the "only now." Hidden behind this is a uniquely Korean practicality and a bittersweet feeling of the times.
What is "Cheol-cheol"? An era where "seasonality" becomes the concept
"Cheol-cheol" (제철) is the Korean word for "season" or "peak season." In Korea, a lifestyle of actively consuming seasonal ingredients and experiences only available during that specific time, then sharing them on social media, has spread like a catchphrase among Gen Z.
This isn't just about a few foodies. According to Naver Data Lab (Korea's largest portal site), the number of searches for "제철음식" (seasonal food) by people aged 19–39 has more than doubled in the last five years. Posts related to "제철" on Instagram have also nearly doubled, from about 90,000 in 2022 to over 170,000 in 2024. It is one of the most powerful keywords in Korea right now, so much so that Gen Z trend analysis platforms are citing it as the top consumption trend for 2026.
It started with tomatoes, and then the "phantom peach"
Surprisingly, tomatoes are often cited as the origin of this trend. It became a social media sensation when young people began buying boxes of ripe summer tomatoes to eat every day, and from there, the sense of "chasing the season" spread rapidly.
Peaches are the most iconic example. In Korea, shipping periods are finely divided by variety, and the early-season "Sinbi peach," which is only available for a few weeks at the end of June, is so popular that it sparks a fierce battle on social media every year. Even at prices nearly double that of regular peaches, the scarcity—the knowledge that "if you miss this window, you won't be able to eat it until next year"—actually makes people more willing to open their wallets.
Korea’s Seasonal Food Calendar
So, what exactly are Korean youths chasing each season? Cafe menus are the most accessible way to observe this trend.
Strawberries, Spring Greens딸기・봄나물
From winter to spring, everything is about strawberries. Hotel "strawberry buffets" are a staple event that is hard to book. Bittersweet spring mountain herbs like shepherd's purse and bellflower root are also table favorites.
Peaches, Watermelons, Corn, Korean Melons복숭아・수박・옥수수・참외
Peak season is right now. Watermelon bingsu (shaved ice), corn lattes, and melon cakes take center stage in cafes.
Sweet Potatoes, Chestnuts, Apples, Gizzard Shad고구마・밤・사과・전어
The season of "honey sweet potato lattes" and chestnut desserts. Grilled gizzard shad, an autumn fish famously said to "lure back even a runaway bride," is also a must-have.
Mandarin Oranges, Citron Tea, Oysters, Bungeoppang귤・유자차・굴・붕어빵
Jeju tangerines, warm citron tea, seasonal oysters, and yellowtail. Dedicated maps to find street vendors selling bungeoppang (Korean fish-shaped pastries) are also a winter tradition.
"Reading is in season in summer"—Cheol-cheol beyond the table
What is interesting is that this trend is already transcending food. On fashion apps, the transaction value for clothing featuring seasonal fruit motifs like tomatoes and green apples has increased by over 200% compared to the previous year. Major e-commerce sites have opened "seasonal item sections," and large bookstores are promoting poetry collections for summer alongside seasonal playlists, proclaiming that "reading is in season in summer."
The food industry is also active. Summer-limited potato chips made only during the harvest season, autumn-only honey sweet potato lattes, and winter-only citron tea. It has become an era where "not being able to buy it all year round" is not a weakness, but the biggest appeal.
Why is Gen Z drawn to "seasonality" right now?
Several facets of the modern spirit overlap in the background. One is climate change. As the boundaries between the four seasons become increasingly blurred year by year, the value of "things you can only encounter at this time of year" has risen relatively. The second is "small luxuries" in an era of high inflation. Even if overseas travel or luxury goods are out of reach, a box of seasonal peaches can provide a concrete sense of satisfaction.
Above all, seasonal food is sensible. Items at their peak of deliciousness are highly nutritious and help harmonize the mind and body with the season. Korean media analyzes that a generation accustomed to instant food and delivery culture is choosing "seasonality" as a means to regain both health and seasonal sentiment.
Hair has "seasons," too
This idea of "adjusting your lifestyle to the seasons" is actually very similar to the world of hair care. The condition of your hair and scalp is not the same year-round. In summer, your scalp is unsettled by UV rays, sweat, and sebum; in autumn, the damage received during summer surfaces as hair loss or dryness. Winter brings dryness and static electricity, while spring brings pollen and strengthening UV rays. The "care you need now" changes with each season.
Rather than sticking to the same shampoo and routine all year, listen to your hair's current state and adjust your care little by little. That is truly "Cheol-cheol" for your hair. Hair that is carefully nurtured with "care you can only provide now" will show a distinct difference when the year comes full circle.
KEMA items that are "in season" this summer
We have selected three items that will work best for your hair this July, when UV rays, sweat, and humidity collide.
KEMA Scalp Shampoo
★★★★★ For a summer scalp reset
Cleanses the scalp during this season of increased sweat and sebum while retaining necessary moisture. The refreshing finish with light mint is truly perfect for summer.
¥9,020 (tax included)
KEMA Penta S Oil
★★★★★ For UV and heat damage protection
A "heat-responsive oil" that protects hair from the heat of hair dryers and irons. It finishes light and silky without stickiness, so you can maintain a breezy shine even in the humid summer.
¥5,940 (tax included)
KEMA Miracle Bond Balm
★★★★★ For intensive repair of summer damage
A leave-in high-repair balm that rebuilds damage caused by UV rays, pools, and the ocean from the inside out. Hair that makes a difference in autumn is prepared during the summer.
¥4,290 (tax included)
The Korean aesthetic passed down by KEMA
The philosophy of "order, balance, and harmony" that KEMA holds dear is rooted in the Korean aesthetic of adjusting beauty by flowing in harmony with the rhythms of nature, rather than resisting them. Nourishing the inside of the body with seasonal food and the hair and scalp with seasonal care—what the "Cheol-cheol" trend teaches Gen Z might just be the richness of being attentive to "yourself in this very moment." Do not miss out on the flavors that can only be met this summer, and the care that can only be performed this summer.
Use "seasonal" care for your hair this summer, too.
Delivering ingredients to the deepest parts of your hair with advanced liposome technology. Why not grow hair that can stand up to the seasons with KEMA, a hair care brand from Korea?
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