Most of us wake up and reach for our phones before we’ve even rolled out of bed. Whether we’re checking to see if that Coupang delivery has shipped, doomscrolling on X or Instagram, or bingeing those strangely satisfying mukbang videos at 2 in the morning, we’re all well down the digital rabbit hole.
Being headquartered in Busan, Korea’s second-largest city and unofficial capital of chill coastal vibes, means we’re not just following trends, we’re making them. From online shopping sensations to viral TikTok dances filmed at Haeundae, the digital pulse here is fast, playful, and always evolving. With online trends coming and going, and the access to internet being more widespread all around the globe, content continues to fill up our digital devices. From offers of no deposit bonus from online casinos, to trends going viral on social media, the online world never stands still.
“TikTok Busan style”: Our city goes viral
It’s official: Busan is trending on TikTok. More and more creators are making content showcasing the city’s food, dialect, and even public bus trips. The hashtag #부산라이프 (#BusanLife) has been going viral.
Young Busan locals are making fast vlogs of their weekend gatherings in Seomyeon, Gwangan Bridge sunsets, and even indie concerts in Nampo basements. One spring viral trend? Filming reactions to tourists trying milmyeon (Busan’s chewy cold noodles) for the very first time. Spoiler: Most are confused, then instantly addicted. It’s adorable, hilarious, and somehow charming, Busan is showing the rest of Korea (and the world) that it’s not all about Seoul.
Online shopping = digital window therapy
Korea’s always been a haven for fast, flashy online shopping, but these days people aren’t just shopping, they’re “window shopping” online as a form of stress relief. There’s a buzzword going around these days: “디지털 창쇼핑” (digital window shopping). It’s a pastime for many individuals.
You scroll through your go-to stores on Zigzag, Musinsa, or even Instagram Shops, add heaps of things to your cart. and then buy none of them. Weirdly satisfying. Kind of like visiting Shinsegae Centum City just to sniff the Jo Malone candles.
This ambivalent scrolling behavior is so common that some retailers now track cart abandonment rates to send subtle reminders, e.g., “You left this behind!” push notifications or limited-time discount vouchers that conveniently appear just as you’re closing the app.
The rise of AI girlfriends and boyfriends
Yes, we must talk about this. AI companions are gaining more and more popularity, especially with Gen Z and younger millennials. Replika, Iruda (이루다), and other customized AI chatbots are gaining serious momentum.
At first, it seemed like a strange trend: Lonely people conversing with AI. But it’s developed into something deeper than that. Some Busan customers have even set up Instagram accounts for their AI boyfriends, posting screenshots of friendly, flirtatious dialogue or even date-night-style photos. Is it a little dystopian? Maybe. But it’s kind of cute, and very 2025.
YouTube is still king (but short-form is queen)
YouTube isn’t going anywhere, but the way that people consume it in Korea has evolved. Long-form content is being countered with shorter, punchier content thanks to YouTube Shorts. Some of Busan’s top creators are now splitting their time between deep-dive vlogs and 60-second comedy clips.
You have street interviewers like “BusanTalks” doing rapid-fire Q&As at Jagalchi Market, and cooking content creators showing you how to make an entire dish, tteokbokki, say, in less than a minute. Believe me, if you’ve tried making kimchi pancakes while watching a YouTube Short, you know it’s more stressful than it sounds. But fun? 100%.
No-deposit online casino bonuses (wait, what?)
Okay, this one’s a bit of an eyebrow-raiser. While Korea’s gambling laws are famously conservative, there is a budding underground interest (chiefly among young adults) in no-deposit bonuses at online casinos. They’re basically free chips or credit you get for just signing up, no real money required.
Now, we’re not saying go try it. (Please don’t blow your rent money trying to win at digital blackjack.) But the trend is real. People are joining international platforms, sometimes just for fun or out of boredom, and checking out these free bonuses.
It’s less hardcore gambling but the thrill of “perhaps I’ll win something for no risk.” Of course, there’s always the risk if you continue to play once the bonus runs out. So, yes, more of a cautionary interest than a mass hobby.
Busan’s digital cafés: From study atmosphere to creator hubs
Cafes have forever been at the hub of Busan’s laid-back attitude, and now increasingly more of them are turning fully digital. Places like Daelim Coffee Club in PNU and Soyo Coffee in Gwangalli are incorporating better Wi-Fi, individual booths, and even podcasting equipment.
There’s been a noticeable trend of digital nomads and student vloggers setting up shop for hours, editing videos or streaming live study sessions. Some cafés even offer “creator menus” that come with extended table time and bottomless refills.
If you’ve walked past someone with two laptops, a ring light, and a cold brew bigger than their head, they’re not weird. They’re working.
Virtual idols and Busan’s K-pop 2.0 boom
K-pop isn’t going anywhere anytime soon, but what’s changing is the manner in which idols are discovered and followed online. Virtual idols (as in full-fledged AI-generated stars with personalities, voices, and Instagram accounts) are starting to take hold, and Busan fans are eating up the behind-the-scenes reporting.
On top of that, Busan’s indie music scene is getting more online visibility on platforms like VLive, Universe, and new streaming apps that highlight indie artists. Even some Busan-born idols have gone viral on TikTok and Instagram for using dialect in dance routines, fans eat it up.
The fan bases are also growing more international. One Busan girl group even trended in Mexico last month after a viral TikTok edit of their Busan beach concert. International Busan pride? We love to see it.
Online mental health spaces are (finally) normalizing
If you’ve noticed more people posting about therapy, journaling apps, or stress-reducing livestreams, it’s not just you. There’s a growing comfort in Korea, even in Busan, with talking about mental health online.
Apps like Mind Cafe and WELT have seen more user growth in 2024–2025. And creators who talk openly about anxiety, burnout, or societal pressure (especially among students and 20-somethings) are building supportive online communities.
Late-night Twitch streams of people studying in silence together, or livestreaming soothing Busan waves, are more than aesthetic. They’re comfort zones. And in a country where bottling emotions used to be the norm, this online openness is refreshingly human.
Busan’s online pulse is one-of-a-kind
Trends come and go, but what is clear is that Busan is leaving its own digital footprint. It’s not just following Seoul anymore. From TikTok flavors and AI crushes to late-night livestreams of street food tours, the city’s youth (and not-so-youth) are building a digital life that is warm, inquisitive, and genuinely fun.
So, whether you’re binge-watching mukbangs from your Gwangan apartment, digitally flirting with your chatbot boyfriend, or just shopping without buying anything (because #healing), remember, you’re part of something bigger. Busan’s digital heartbeat? It’s alive and well. And it sounds like lo-fi beats over ocean waves, with a little side of tteokbokki crunch.
