The health and wellness market in South Korea continues to grow. This is largely due to the continued trend towards wellness and diversified product portfolios. A smart trend was hidden in 2010, with people increasingly purchasing based on the value or quality of health and wellness products. This means that consumers were willing to purchase typical health and wellness products such as organic, natural and functional products at the best prices. By the end of 2009, an economic recovery began that allowed people to pay more to join a fitness club, buy high-end athletic clothing, and eat wellness foods. In the wellness industry, a health syndrome has led to the trend of momjjang (person who has a sculpted body) Jung Da-yan has become a famous "momjjang" star, or a person who has returned to a healthy and slim body like that of an ordinary ajjumma (middle-aged married woman). This is a mother of two children and has been exercising for five years. The wellness boom is not just a social and cultural trend in Korea. It has stimulated some industries to relate to their quality of life. There are many magazines that represent the wellness lifestyle and are published with companies related to leisure, beauty, yoga, meditation and healthcare. The show accelerated the growth of the wellness boom. The fitness trend was started by Park Ji-sun, editor-in-chief of the wellness magazine “ALLURE” who states that wellness culture, to a certain extent, is being used for commercial purposes. The fitness trend is seen as a new cultural code that values ​​health. Koreans value wellness on how to stay fit and maintain discipline in their culture. In recent years this has become essential regardless of age, gender and job. A growing number of Koreans have established self-discipline to maintain their best mental and physical state by consistently exercising for their health and well-being. Yoga and Pilates are workout regimens pursued by Koreans who are at the forefront of keeping up with the wellness trend. Numerous celebrities have released yoga DVDs with their high level of expertise. A current trend is that the number of men practicing yoga and pilates has increased in recent years. In Korea, at most yoga studios, women and men grab their mats and sit down to prepare for a one hour and twenty minute class. They use sunny weather and soft music in the background to calm tensions and relax the body.