Cover Story

Kids market driven by parental competition

For Kim Young-eun, a 39-year-old office worker in Seoul, her priority this week was to secure a box from the latest Lego series “Nexo Knights” for her 7-year-old son as a present for Children’s Day.

“It’s around 140,000-150,000 won,” she said, adding that it’s almost her duty as a parent not to disappoint her kid, who often compares presents wi...