[Research] A Scope–Scale Framework of Phygital Experience Design: Culturally Situated Identity and Symbolic Engagement Among Gen Z Consumers
Paul Hong, University of Toledo, USA · Wooyang Kim, Minnesota State University – Moorhead, USA
Journal of International Consumer Marketing · Published Online 05 Jan 2026
A Scope–Scale Framework of Phygital Experience Design: Culturally Situated Identity and Symbolic Engagement Among Gen Z Consumers
Paul Hong, University of Toledo, USA · Wooyang Kim, Minnesota State University – Moorhead, USA · DOI 10.1080/08961530.2025.2609079
Purpose & Approach
This study develops a theory-informed framework explaining how scope (integration intensity) and scale (implementation breadth) shape phygital consumer experience among Gen Z in South Korea and the United States. Using a comparative case design across five platforms — Nike, Musinsa, Melon, Spotify, and Urban Outfitters — the paper inductively derives a scope–scale typology linking platform design with cultural identity and symbolic engagement.
“Korean Gen Z consumers favor place-situated, communal rituals, while American Gen Z consumers tend toward episodic, self-curated expression.”
Three dimensions of symbolic engagement — narrative, ritual, and expressive identity — operate as a unifying mechanism across all four typological configurations, explaining how phygital interactions are translated into meaningful identity expressions at both individual and collective levels.
Four Propositions
P1 · Integration → Identity: Greater phygital scope amplifies identity formation and symbolic interaction among Gen Z consumers.
P2 · Localization → Resonance: Locally scaled, higher-scope experiences create stronger cultural resonance than globally standardized models.
P3 · Symbolism → Scale: Low-scope, high-scale platforms generate wide participation via algorithmic personalization and episodic rituals.
P4 · Coherence → Value: Platforms combining high scope and scale sustain experiential value through cross-touchpoint consistency.
🇰🇷 Korean Gen Z — Communal · Place-Situated
Fandom rituals, Seoul pop-ups, and collective identity via Melon awards and Musinsa events embed belonging in shared physical–digital spaces.
🇺🇸 American Gen Z — Episodic · Self-Curated
Algorithmic rituals (Spotify Wrapped), playlist curation, and lifestyle aesthetics (Urban Outfitters) enable individualized identity signaling at scale.
Scope–Scale Typology of Phygital Consumer Experiences
Market Implementation Scale ↑ GLOBAL
Symbolic & Scalable — Global reach via ritualized symbolism. Spotify Wrapped · Urban Outfitters campaigns. Narrative identity · Ritual consumption · Algorithmic personalization.
Integrated & Scaled — Seamless multi-touchpoint ecosystems worldwide. Nike Fit via Apple / Google Play apps. Experience economy · Experiential value · Ecosystem design coherence.
Tactical & Event-Driven — Localized cultural event activations. Melon concert tie-in merchandise. Cultural schema · Cultural resonance theory.
Immersive & Experimental — Deep local integration with digital overlay. Musinsa Seoul pop-up + app personalization. Symbolic interactionism · Experiential value theory.
Market Implementation Scale ↓ LOCAL · ← LIMITED SCOPE · FULL SCOPE → · Ecosystem Integration Scope
Symbolic Engagement — Cross-Quadrant Mechanism
Narrative · Ritual · Expressive Identity engagement operate across all four configurations, linking phygital architecture to consumer meaning-making regardless of scope or scale.
4 strategic configurations mapping how scope–scale combinations produce distinct experiential outcomes for Gen Z ·
5cross-cultural platforms analyzed: Melon, Musinsa (Korea) and Spotify, Urban Outfitters, Nike (U.S. / global) ·
3symbolic engagement dimensions — narrative, ritual, and expressive identity — spanning every phygital configuration ·
2divergent cultural logics: collectivist, place-anchored Korea vs. individualist, algorithm-driven U.S. Gen Z behavior.
Hong, P. & Kim, W. (2026). A Scope–Scale Framework of Phygital Experience Design: Culturally Situated Identity and Symbolic Engagement Among Gen Z Consumers. Journal of International Consumer Marketing. DOI: 10.1080/08961530.2025.2609079
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