North Korea shifts toward state-controlled consumerism and leisure

North Korea is experiencing a shift toward increased consumerism and state-sanctioned leisure, according to trade statistics and reports. Under Kim Jong Un, the country is seeing a rise in luxury and recreational goods, including massage equipment, fitness equipment, pianos, and bumper cars. New developments such as shopping malls, water parks, seaside resorts, and ski centers are appearing across the nation.

Analysts suggest this trend is a strategic move to consolidate government control over the economy. By directing personal spending through state-controlled retail and leisure networks, the government can limit informal markets and bring capital flows into an official, state-managed economic space. This strategy aims to create new revenue streams and development opportunities despite ongoing UN sanctions related to the country's nuclear program.

Despite international restrictions, the North Korean economy reportedly saw a 3.5% increase in 2025, according to data from the Bank of Korea. Some international observers have noted that the progress in Pyongyang makes it resemble a modern East Asian city.