Group 1 - The article highlights a significant increase in young participants (aged 20-30) in the Seoul Half Marathon, rising from 59% in 2023 to 71% in 2024, indicating a growing trend of running as a leisure activity among this demographic [1] - The term "heart-price ratio" has emerged in South Korea, reflecting the comparison between psychological satisfaction and actual costs, particularly among younger generations who prioritize cost-effective yet fulfilling activities [1][2] - The pandemic led to a surge in golf participation among young people, but post-pandemic, interest has shifted towards lower-cost activities like running and hiking, as travel options have reopened [1] Group 2 - The concept of "heart-price ratio" is particularly relevant during economic downturns, as younger individuals seek to maximize satisfaction while minimizing expenses, leading to a shift in consumption patterns [2] - Young consumers are willing to spend on experiences that provide psychological comfort, such as dining at upscale restaurants or purchasing premium pet food, despite financial constraints [2] - The evolving consumer behavior is characterized by unpredictability, with a focus on personal preferences rather than traditional consumption patterns based on age or gender, necessitating adaptive strategies from businesses [3]