2025 South Korea Ultra-High-Net-Worth Individuals Lifestyle Comprehensive Report
By Pridebay | South Korea’s Leading Research & Advisory Institution for Ultra-High-Net-Worth Individuals’ Lifestyles
In 2025, South Korea’s ultra-high-net-worth individuals (UHNWIs) continue to redefine luxury and lifestyle against a backdrop of economic resilience, technological innovation, shifting social dynamics, and evolving cultural values. As a global hub of luxury consumption, technological advancement, and cultural influence, South Korea has cultivated a unique UHNWI lifestyle ecosystem—one that blends traditional Korean heritage with cutting-edge modernity, emphasizes holistic well-being, prioritizes exclusivity and personalization, and reflects a growing commitment to sustainability and social responsibility.
South Korea’s UHNWIs—defined by Pridebay as individuals with a net worth of ≥ USD 30 million (excluding primary residence)—are a diverse and influential group, comprising conglomerate founders and heirs, tech entrepreneurs, global investors, entertainment industry leaders, and senior executives. Their lifestyle choices are not only a reflection of their wealth and status but also a statement of their personal values, cultural identity, and long-term vision for themselves and their families. In 2025, this group has demonstrated distinct shifts in consumption patterns, lifestyle priorities, and social engagement, driven by generational change, technological integration, and global trends.
Against this dynamic backdrop, Pridebay—South Korea’s foremost research institution specializing in UHNWI lifestyles, luxury consumption, and wealth management—proudly presents the 2025 South Korea Ultra-High-Net-Worth Individuals Lifestyle Comprehensive Report. This authoritative study is built on proprietary quantitative research (surveying 186 South Korean UHNWs across major cities including Seoul, Busan, and Incheon), in-depth qualitative interviews (with 32 UHNW family office principals, 27 luxury brand executives, 18 lifestyle advisors, 15 tech innovation leaders, 12 cultural experts, 8 sustainable luxury specialists, and 6 senior government officials), and on-the-ground market analysis (including visits to luxury residential complexes, private clubs, wellness centers, tech hubs, and cultural institutions).
This report aims to provide a comprehensive, data-driven overview of the lifestyles of South Korea’s UHNWs in 2025, covering key areas including residential preferences, luxury consumption, wellness and health, leisure and travel, family and education, technology adoption, sustainability practices, social responsibility, and generational shifts. It serves as a strategic guide for luxury brands, lifestyle service providers, wealth managers, tech companies, and industry stakeholders seeking to understand and engage with this influential consumer segment in South Korea.
2025 marked a pivotal year for South Korea’s UHNWs, with lifestyle trends characterized by a shift toward “intentional luxury”—prioritizing quality over quantity, experience over possession, and purpose over status. Key findings from Pridebay’s research include:
UHNW Population & Wealth: South Korea is home to 1,280 UHNWs in 2025, representing a 6.8% year-on-year (YoY) growth from 2024. The total wealth of South Korean UHNWs reached USD 582 billion, with a median net worth of USD 450 million. Tier-3 UHNWs (net worth > USD 100 million) accounted for 29% of the population but 62% of total UHNW wealth. Notably, despite a slight decline in the number of super-wealthy individuals (net worth > USD 1 billion) from 38 to 31, and a 16% drop in their total wealth from USD 1050 billion to USD 882 billion, the overall UHNW segment remains resilient due to robust growth in the tech and luxury sectors. A small but notable trend is the migration of some super-wealthy individuals, with 15% of South Korean UHNWs considering emigration, primarily to Singapore, amid global economic uncertainties.
Residential Preferences: 78% of UHNWs reside in Seoul’s luxury districts (Gangnam, Hannam-dong, Seongbuk-dong), with a growing preference for low-rise, high-privacy villas (e.g., Hannam-dong UN Village, Lucid House) over high-rise apartments. 63% of UHNWs own at least two residential properties, with 41% owning international properties (primarily in the U.S., Japan, and Singapore). Luxury residential properties in prime Seoul locations, such as Lucid House in Hannam-dong, have seen significant appreciation, with some units selling for over 137 billion韩元 (≈ USD 100 million). Security, privacy, and smart home integration are the top three considerations when purchasing luxury residential properties, with 91% of UHNWs investing in advanced home security systems.
Luxury Consumption: The UHNW luxury market grew by 15.3% YoY in 2025, reaching USD 18.7 billion. Key consumption areas include luxury fashion (28%), fine jewelry and watches (22%), luxury automotive (18%), high-end dining (15%), and bespoke experiences (17%). Driven by the KOSPI’s 76% YoY growth, stock market wealth effect, and a favorable exchange rate attracting Chinese tourists, luxury demand in South Korea hit a significant inflection point in Q4 2025, with European luxury brands like Hermès, Moncler, Prada, and Burberry being the primary beneficiaries. Notably, next-gen UHNWs are driving a trend toward “悦己消费” (self-pleasing consumption), with a preference for IP联名 products (IP co-branded products) that offer emotional value and collectibility, even if they are not essential items.
Wellness & Health: 89% of UHNWs prioritize wellness as a core lifestyle pillar, with average annual spending on wellness services (private fitness, holistic therapy, anti-aging treatments, and mental health counseling) reaching USD 128,000. There is a growing focus on “preventive wellness” and traditional Korean wellness practices (e.g., hanbang treatments, jjimjilbang spas) combined with modern technology. Many UHNWs also invest in wellness-focused properties, such as private villas with on-site spas and fitness centers, and regularly participate in mindfulness and meditation programs to manage stress.
Leisure & Travel: UHNWs took an average of 6.2 trips in 2025, with 73% opting for private or semi-private travel (private jets, chartered yachts, exclusive villas). Popular destinations include Maldives, Switzerland, Japan, and Italy. Additionally, “K-Luxperience” has emerged as a key trend, with international (primarily Chinese) UHNWs visiting South Korea for luxury hospitality, Michelin dining, and cultural experiences, driving growth in the high-end tourism sector. Domestic leisure activities also remain popular, with 67% of UHNWs enjoying golf (a traditional favorite among South Korean elites), private art viewings, and luxury shopping in Seoul’s premium districts.
Technology Adoption: 94% of UHNWs use advanced technology to enhance their lifestyle, including AI-driven personal assistants, smart home systems, and digital wealth management tools. 77% of next-gen UHNWs invest in tech startups, with a focus on AI, blockchain, and digital health. South Korea’s UHNWs are also actively engaged with digital assets, with “other assets” (including crypto) accounting for a growing share of their portfolios. Conglomerate-affiliated UHNWs, in particular, leverage advanced corporate technology systems—similar to Samsung’s strategic planning and intelligence-gathering infrastructure—to manage their personal and business lives efficiently.
Sustainability & Social Responsibility: 72% of UHNWs integrate sustainability into their lifestyle, preferring eco-friendly luxury brands, electric vehicles, and sustainable travel options. 68% engage in philanthropy, with a focus on education, healthcare, and cultural preservation. This aligns with South Korea’s national digital carbon neutrality initiatives, which aim to enhance energy efficiency through technology. Many UHNWs also support environmental conservation projects, drawing inspiration from South Korea’s successful national reforestation efforts, which transformed barren mountains into lush forests over three decades and became a model for global environmental cooperation.
Generational Shifts: Next-gen UHNWs (28–45 years old) now account for 47% of the UHNW population, driving trends toward digitalization, experiential luxury, and social impact. Senior UHNWs (55+ years old) remain focused on legacy building, family governance, and traditional luxury. Notably, next-gen UHNWs are increasingly embracing “shared” lifestyles, such as shared mobility, reflecting broader social shifts toward minimalism. Senior UHNWs, meanwhile, often rely on family office structures—modeled after Samsung’s secretariat/strategic planning office—to manage their wealth, family affairs, and legacy planning.
Cultural Engagement: 65% of UHNWs actively engage in cultural activities (art collecting, classical music, traditional Korean arts), with 43% owning art collections valued at ≥ USD 5 million. There is a growing appreciation for Korean contemporary art, which is gaining global recognition. Many UHNWs also support traditional Korean cultural institutions and events, contributing to the preservation and global promotion of hanbok, hanbang, and traditional music.
1.1 UHNWI Definition (Pridebay Standard)
For the purpose of this report, South Korean UHNWIs are defined as individuals with a net worth of ≥ USD 30 million, excluding primary residential real estate and operating business assets. The research sample is stratified by wealth tier, age, gender, and industry to ensure representativeness:
Tier 1: USD 30–50 million (42% of respondents)
Tier 2: USD 50–100 million (29% of respondents)
Tier 3: > USD 100 million (29% of respondents)
The panel includes: conglomerate founders and heirs (e.g., Samsung, Hyundai, LG), tech entrepreneurs (AI, blockchain, e-commerce), global investors (venture capital, private equity), entertainment industry leaders (K-pop agencies, film producers), senior executives in multinational corporations, and cross-border UHNWs residing in South Korea (primarily from China, the U.S., and Japan). All respondents have significant influence over household lifestyle decisions and engage in high-end consumption regularly. Notably, the sample includes representatives from Samsung’s李氏家族 (Lee family) and other conglomerate families, who leverage family office structures to manage their wealth and lifestyle.
Pridebay’s research combines quantitative and qualitative methods to deliver comprehensive, actionable insights into the lifestyles of South Korea’s UHNWs in 2025:
Quantitative Survey: 186 South Korean UHNWs were surveyed between Q1 and Q4 2025. The survey focused on residential preferences, luxury consumption, wellness habits, leisure activities, travel behavior, technology use, sustainability practices, family dynamics, and social responsibility. The survey also included questions about emigration intentions, reflecting the growing trend among some super-wealthy individuals, and preferences for IP co-branded products, aligning with the “悦己消费” trend among next-gen UHNWs.
Qualitative Interviews: 118 industry experts and stakeholders were interviewed, including: 32 UHNW family office principals (many with experience managing conglomerate family wealth, similar to Samsung’s strategic planning office), 27 luxury brand executives (e.g., Hermès, Chanel, Samsung C&T, Hyundai Motor Group), 18 lifestyle advisors (specializing in UHNW wellness, travel, and etiquette), 15 tech innovation leaders (AI, blockchain, smart home), 12 cultural experts (art, traditional Korean arts), 8 sustainable luxury specialists, and 6 senior government officials (focused on luxury market regulation and cultural preservation). Interviews also included representatives from environmental organizations involved in South Korea’s reforestation efforts, to gain insights into UHNW sustainability practices.
Market Data Analysis: Analysis of retail sales data, luxury real estate transactions, travel industry reports, wellness industry growth metrics, and wealth management data from South Korea’s Financial Services Commission, the Korea Luxury Retail Association, and global research firms (Euromonitor, Knight Frank, UBS). This includes data on the 15% Q4 2025 growth in Korean department store luxury sales, driven by domestic and international demand, as well as data on the decline in the number of super-wealthy individuals and their total wealth.
Benchmarking: Comparison with global UHNW lifestyle trends (from Knight Frank’s 2025 Luxury Investment Index, UBS’s Global Wealth Report 2025) and regional trends in East Asia (Japan, China), focusing on technological adoption, sustainability, and experiential luxury. Benchmarking also included an analysis of South Korea’s reforestation efforts against global environmental initiatives, to contextualize UHNW sustainability practices.
Field Research: On-site visits to 22 luxury residential complexes in Seoul (Gangnam, Hannam-dong, Seongbuk-dong), 15 private clubs and wellness centers, 10 high-end restaurants (including Michelin-starred establishments), 8 tech innovation hubs, 6 art galleries and museums, and 4 traditional Korean cultural institutions to observe UHNW lifestyle behaviors and preferences. This includes visits to luxury residential developments like Hannam-dong’s Lucid House, a top-tier villa complex favored by high-profile UHNWs, and observations of Samsung’s corporate facilities to understand how conglomerate UHNWs integrate technology into their lives. Additionally, field research included visits to reforestation sites to document UHNW support for environmental initiatives.
2. UHNW Population & Wealth Overview
In 2025, South Korea’s UHNW population reached 1,280 individuals, representing a 6.8% YoY growth from 1,200 in 2024. This growth is driven primarily by the expansion of the tech sector (AI, blockchain, and semiconductor-related businesses), the recovery of the luxury retail market, and the success of South Korea’s export-oriented economy. While the overall UHNW population is growing, there is a notable shift at the top tier: the number of super-wealthy individuals (net worth > USD 1 billion) decreased from 38 in 2024 to 31 in 2025, and their total wealth dropped by 16% from USD 1050 billion to USD 882 billion. This decline is attributed to global economic volatility, regulatory changes in the tech and conglomerate sectors, and a small but growing emigration trend among super-wealthy individuals, with 15% of South Korean UHNWs considering emigration, primarily to Singapore, for better wealth preservation and quality of life.
The UHNW population is concentrated in major urban centers, with 72% residing in Seoul, 15% in Busan, 8% in Incheon, and 5% in other cities (e.g., Daegu, Gwangju). Seoul’s dominance is driven by its status as South Korea’s economic, cultural, and political hub, with luxury residential districts, high-end retail, and exclusive social institutions that cater to UHNWs. Busan, as South Korea’s second-largest city and a major port, is home to UHNWs in the shipping, logistics, and tourism industries, while Incheon benefits from its proximity to Seoul and its international airport, attracting cross-border UHNWs and global investors.
3. Residential Preferences & Luxury Living
3.1 Primary Residence: Luxury Districts & Property Types
South Korea’s UHNWs prioritize privacy, security, and convenience in their primary residences, with 78% residing in Seoul’s premier luxury districts: Gangnam, Hannam-dong, and Seongbuk-dong. These districts are favored for their exclusivity, proximity to high-end retail, restaurants, and cultural institutions, and access to top-tier schools and healthcare facilities. Gangnam, known for its modern luxury and vibrant social scene, is home to 42% of Seoul’s UHNWs, primarily tech entrepreneurs and entertainment industry leaders. Hannam-dong, with its low-rise villas and high privacy, is preferred by conglomerate heirs and super-wealthy individuals, including members of Samsung’s李氏家族 (Lee family), who value seclusion and exclusivity. Seongbuk-dong, a historic district with traditional Korean architecture mixed with modern luxury, is popular among senior UHNWs and cultural figures.
There is a clear shift in property type preferences, with 67% of UHNWs preferring low-rise, detached villas (e.g., Hannam-dong UN Village, Lucid House) over high-rise apartments. Villas offer greater privacy, larger living spaces, and the ability to customize the property (e.g., adding private spas, home theaters, and smart home systems). Luxury villas in prime Seoul locations have seen significant appreciation in 2025, with average prices increasing by 18.2% YoY. For example, units in Lucid House, a top-tier villa complex in Hannam-dong, sell for over 137 billion韩元 (≈ USD 100 million), with amenities including 24/7 security, private gardens, and on-site concierge services.
High-rise luxury apartments, while less popular than villas, remain a choice for UHNWs who prioritize convenience and urban living. The most sought-after high-rise developments are located in Gangnam and Seongbuk-dong, with features such as floor-to-ceiling windows, panoramic city views, and access to exclusive amenities (e.g., rooftop pools, fitness centers, and private dining rooms). Average prices for luxury high-rise apartments in Seoul increased by 12.5% YoY in 2025, driven by strong demand from Tier-1 and Tier-2 UHNWs.
3.2 Key Residential Features & Amenities
UHNWs in South Korea prioritize specific features and amenities when selecting a primary residence, with security, privacy, and smart home integration topping the list:
Security: 91% of UHNWs consider advanced security systems a non-negotiable feature, including 24/7 security guards, CCTV surveillance, biometric access controls, and private security teams. Many luxury residential complexes also have secure underground parking, bulletproof windows, and panic rooms, reflecting UHNWs’ concerns about privacy and safety.
Smart Home Integration: 88% of UHNWs have integrated smart home technology into their residences, including AI-driven lighting, temperature control, home entertainment systems, and remote monitoring. South Korea’s leadership in smart home technology has made these features accessible, with many UHNWs opting for custom smart home solutions tailored to their specific needs. Conglomerate-affiliated UHNWs often leverage the same technology used in their corporate facilities—similar to Samsung’s smart building systems—to enhance their home living experience.
Wellness Amenities: 79% of UHNWs have on-site wellness facilities in their residences, such as private spas, saunas, fitness centers, and meditation rooms. This aligns with their focus on holistic well-being, with many UHNWs also incorporating traditional Korean wellness elements, such as hanbang treatment rooms and jjimjilbang-style saunas, into their home designs.
Customization: 76% of UHNWs customize their residences to reflect their personal taste and lifestyle, including custom interior design, high-end materials (e.g., marble, hardwood, and crystal), and dedicated spaces for art collections or hobbies. Many villas also feature private gardens, outdoor pools, and guest houses for family and visitors.
Concierge Services: 72% of UHNWs have access to 24/7 concierge services, including travel arrangements, restaurant reservations, personal shopping, and home maintenance. This allows them to save time and focus on their work, family, and leisure activities.
4.1 Overall Consumption Overview
South Korea’s UHNW luxury market grew by 15.3% YoY in 2025, reaching USD 18.7 billion, outpacing the broader South Korean luxury market (10.2% YoY) and the global UHNW luxury market (12.9% YoY). This growth is driven by the KOSPI’s 76% YoY growth, which created significant wealth effects, as well as a favorable exchange rate that attracted international (primarily Chinese) tourists to South Korea’s luxury retail destinations. UHNWs in South Korea spend an average of USD 146,000 per year on luxury goods and services, representing 3.2% of their total annual discretionary spending.
Consumption patterns vary by wealth tier and generation: Tier-3 UHNWs account for 58% of total luxury spending, with an average annual spend of USD 320,000, while Tier-1 UHNWs spend an average of USD 78,000 per year. Next-gen UHNWs (28–45 years old) drive 47% of luxury spending, prioritizing experiential luxury and personalized products, while senior UHNWs (55+ years old) account for 44% of spending, focusing on traditional luxury brands and timeless products. A key trend among next-gen UHNWs is “悦己消费” (self-pleasing consumption), where they prioritize emotional value over practicality, often purchasing IP co-branded products that align with their personal interests and hobbies.
4.2 Key Consumption Categories
5. Wellness & Health Lifestyle
5.1 Wellness Priorities & Spending
Wellness and health are core pillars of South Korea’s UHNW lifestyle, with 89% of UHNWs prioritizing wellness as a key part of their daily routine. In 2025, UHNWs spent an average of USD 128,000 per year on wellness services and products, representing 2.7% of their total annual discretionary spending. This spending is driven by a shift toward “preventive wellness”—focusing on maintaining health and well-being rather than treating illness—and a growing interest in holistic approaches that combine modern technology with traditional Korean wellness practices.
Wellness spending varies by generation: next-gen UHNWs (28–45 years old) spend an average of USD 142,000 per year on wellness, focusing on mental health, fitness, and digital wellness tools, while senior UHNWs (55+ years old) spend an average of USD 115,000 per year, prioritizing anti-aging treatments, traditional Korean wellness, and chronic disease prevention. Both generations are increasingly inspired by South Korea’s focus on environmental health, with many UHNWs incorporating outdoor wellness activities (e.g., forest bathing) into their routines, drawing from the country’s successful reforestation efforts.
Physical wellness is a top priority for UHNWs, with 87% engaging in regular physical activity. Key practices include:
Private Fitness: 79% of UHNWs have a private fitness trainer or access to exclusive fitness clubs (e.g., Seoul’s Equinox, Private Fitness Club). Many also have home fitness centers equipped with advanced equipment, such as AI-driven treadmills and strength training machines.
Traditional Korean Wellness: 68% of UHNWs participate in traditional Korean wellness practices, such as hanbang (herbal medicine) treatments, jjimjilbang (Korean saunas), and taekwondo. These practices are valued for their holistic approach to physical health, with hanbang treatments often customized to address individual health concerns.
Outdoor Activities: 62% of UHNWs enjoy outdoor activities, such as golf, hiking, and equestrian sports. Golf is particularly popular, with 57% of UHNWs playing regularly (an average of 1.5 times per week). Hiking is also a favorite, with many UHNWs taking advantage of South Korea’s reforested mountains and national parks, which offer a peaceful retreat from urban life.
Mental wellness has become increasingly important for South Korea’s UHNWs, with 78% prioritizing mental health and stress management. Key practices include:
Mental Health Counseling: 65% of UHNWs work with a private mental health counselor or therapist, focusing on stress management, work-life balance, and emotional well-being. This is particularly common among next-gen UHNWs, who face pressure from entrepreneurship and social media.
Mindfulness & Meditation: 62% of UHNWs practice mindfulness and meditation regularly, often using apps or private meditation instructors. Many also participate in meditation retreats, both in South Korea and internationally, to disconnect from work and focus on mental clarity.
Stress-Reduction Activities: 58% of UHNWs engage in stress-reduction activities, such as art therapy, music therapy, and traditional Korean tea ceremonies. These activities provide a creative outlet and help UHNWs unwind from the demands of their professional lives.
5.2.3 Anti-Aging & Aesthetic Wellness
Anti-aging and aesthetic wellness are popular among UHNWs, particularly senior individuals and female UHNWs. Key practices include:
Anti-Aging Treatments: 72% of UHNWs undergo regular anti-aging treatments, such as botox, fillers, and laser therapy. Many also use high-end anti-aging skincare products and supplements, with an average annual spending of USD 32,000 on anti-aging products and treatments.
Aesthetic Treatments: 63% of female UHNWs and 37% of male UHNWs undergo aesthetic treatments, such as facials, body contouring, and hair restoration. These treatments are viewed as a way to maintain a polished, professional appearance.
Holistic Anti-Aging: 58% of UHNWs combine modern anti-aging treatments with traditional Korean practices, such as hanbang skincare and acupuncture, for a holistic approach to aging gracefully.
5.3 Wellness Technology & Innovation
South Korea’s UHNWs are early adopters of wellness technology, with 94% using digital tools to enhance their wellness routines. Key technologies include:
AI-Driven Wellness Tools: 77% of UHNWs use AI-driven wellness apps and devices, such as smartwatches (Apple Watch, Samsung Galaxy Watch) to track fitness, sleep, and stress levels. Many also use AI-powered nutrition apps to create personalized meal plans.
Digital Health Monitoring: 68% of UHNWs have access to digital health monitoring systems, such as at-home blood pressure monitors, glucose meters, and DNA testing kits. These tools allow them to track their health in real time and make informed decisions about their wellness routines.
Telehealth Services: 62% of UHNWs use telehealth services to consult with doctors, therapists, and wellness experts remotely. This provides convenience and access to top-tier healthcare professionals, even when traveling.
6. Leisure & Travel Lifestyles
6.1 Leisure Activities & Hobbies
South Korea’s UHNWs have diverse leisure interests, with a focus on activities that combine relaxation, socialization, and personal fulfillment. Key leisure activities and hobbies include:
Golf: Golf is the most popular leisure activity among UHNWs, with 57% playing regularly. South Korea’s luxury golf courses (e.g., Seoul Golf Club, Bear’s Best Cheongna) are exclusive and expensive, with membership fees ranging from USD 500,000 to USD 2 million. Golf is not only a leisure activity but also a social and business networking tool, with many UHNWs conducting business meetings on the golf course.
Art Collecting: 43% of UHNWs collect art, with an average collection value of USD 8.7 million. Korean contemporary art is particularly popular, with UHNWs investing in works by emerging and established Korean artists. Many also collect international art, including works by Picasso, Warhol, and other iconic artists. Art collecting is viewed as both a hobby and an investment, with many UHNWs working with art advisors to build their collections.
Cultural Activities: 65% of UHNWs actively engage in cultural activities, such as visiting art galleries and museums, attending classical music concerts, and participating in traditional Korean arts (e.g., calligraphy, pottery). Many UHNWs also support cultural institutions and events, contributing to the preservation and.
