Pandemic Sparks Surge in Golf Interest, But MZ Generation Now Faces Economic Hurdles
The COVID-19 pandemic brought significant changes to the sports market, with one of the most notable being a surge in interest in golf. As concerns over indoor gatherings grew, golf—a sport enjoyed in open outdoor spaces—experienced an unprecedented boom.
Among the MZ generation (born between the 1980s and early 2000s), the term “Golini” (a blend of “golf” and “kid”) became popular, reflecting the explosive interest and participation of young adults in the sport. At one point, securing a weekend tee time required booking months in advance, and green fees soared to as much as 250,000 to 300,000 KRW per day at many courses.
However, the financial and time commitments associated with golf have increasingly posed challenges for the MZ generation, leading to a noticeable decline in young golfers.
According to the 2023 Korea Golf Indicator Report released by the Korean Golf Association (KGA) in September 2024, the number of golf industry users dropped from a pandemic high of 31.5% to 16.9%, marking a sharp decline of 14.6 percentage points. This trend clearly indicates a downturn following the pandemic-driven surge.
In response, efforts to revive the golf market—particularly by re-engaging the MZ generation—are emerging from various quarters.
Vella45 Country Club, a premium golf course in Gangwon Province, has received positive feedback for its “Swing in Love Project,” a golf and matchmaking event targeting single MZ golfers. Additionally, more companies are opting for ShinMembers, a corporate golf booking service launched by XGOLF, as part of their employee welfare programs.
One corporate executive shared, “We use ShinMembers as part of our employee golf benefits. It’s a cost-effective alternative to traditional memberships, and we’re quite satisfied with it. I hope golf continues to grow in popularity and attracts more young players.”