Recently, random reward consumption — represented by claw machines and gacha stores — has reemerged as a key trend among young Koreans. Nearly a decade after its previous boom, the phenomenon has returned as both a leisure activity and a form of cultural expression. It combines instant gratification, nostalgia, and personal identity. Driven by the rise of social media and the growing appeal of collecting rare items, random reward consumption has become one of the most notable lifestyle trends of 2025.

The Current Landscape of the Trend

As of October, the number of clase machine arcades surpassed 3,500 — almost twice the figure in 2022. According to the Ministry of SMEs and Startups, about 700 new arcades opened in the first half of this year alone, marking a 36 percent increase compared to the same period last year.Inside view of a newly opened claw-machine arcade near a university campus 

Gacha stores have shown a similar trend. The domestic market, valued at approximately 30 billion won in 2023, has grown to an estimated 70 billion won in 2025. Industry insiders expect it to exceed 100 billion won by the end of the year.

Behind the Trend: Psychological Mechanisms and Sociocultural Triggers

The driving forces behind this trend lie in both individual psychology and broader sociocultural conditions. According to Professor Han Ye-gyu of Kyung Hee University (KHU)’s School of Management, during times of economic downturn and social uncertainty, people tend to seek short-term satisfaction rather than invest in long-term goals.

Professor Han explains this behavior with the principle of variable ratio reinforcement, a key concept in behavioral psychology. “Even though people are never sure when they will succeed, the possibility of success keeps them repeating the action,” she said. “Unexpected rewards encourage repetition and make individuals believe, ‘Next time, it might work.’Illustration explaining the concept of variable ratio reinforcement(https://www.verywellmind.com) 

Professor Joo Dong-oh of KHU’s Department of Tourism Sciences explains that the trend’s main appeal lies in its low entry barrier and instant engagement. “Claw machines are not just about luck,” he said. “They give players a sense of control — the illusion that they are in charge of the outcome — which deepens immersion.”This sense of controllable uncertainty is evident in consumer behavior as well. Ryu Min-ju, a student at KHU’s Department of International Studies, shared, “The sense of achievement when I succeed is huge, and I feel proud when I post it on social media and my friends react with envy.” She added, “Because I pulled it out myself, it feels more valuable to me.” Her words show that the appeal goes beyond material prizes. The feeling of control over an uncertain outcome act as a major psychological trigger for dopamine release.

Nostalgia also plays a part. Those in their 30s revisit claw machines for a sense of familiarity, while Gen Z consumers embrace the trend as part of the retro culture. Professor Joo describes this phenomenon as “a cyclical leisure that reemerges every five to ten years.” With the influence of social media, the trend has evolved into a shared, intergenerational activity.

The Other Side of the Trend

While some see these activities as harmless fun, others raise concerns about overconsumption and addictive behavior. According to a survey by the Korea Creative Content Agency, 31 percent of consumers in their 20s who engage in random reward consumption spend more than 50,000 won per month.

Although the amount may seem small, experts point out that the repetitive and impulsive nature of such spending often leads to escalation. Because the probability of success is undisclosed, the “just one more try” mentality easily sets in.

Professor Han links this behavior to several psychological effects, including the endowment effect, sunk cost fallacy, and loss aversion. “From the moment the claw grabs the prize, people start to perceive it as their own,” she explained. “When they fail to get the reward, the loss feels stronger than the actual financial cost, pushing them to keep spending until they win.”

Professor Joo also noted that this is a highly volatile form of leisure. “The items often lack practical value, and the pleasure is consumed instantly,” he said. “Because the enjoyment fades so quickly, people return to the machines, chasing new rewards and stimulation.”

The resurgence of random reward consumption reflects key patterns in today’s youth consumer behavior: a preference for instant gratification, a desire for control, and a need for social media validation. On the other hand, it also highlights the growing importance of self-regulation to prevent compulsive spending.

Both Professors Joo and Han believe that this is a cyclical form of leisure likely to return in new forms even after the current trend fades. Ultimately, claw machines and gacha are more than passing fads — they serve as cultural indicators, reflecting the emotional landscape of a generation and signaling what kinds of consumption may come next.