“This might have contributed to the trend of women spending more than before.” In Korea, the sheconomy trend is most notable in the travel industry. According to the Korea Association of Travel Agents, the number of women who traveled to foreign countries last year was 12.45 million, surpassing men at 12.38 million for the first time. Among 20-somethings, the 2.79 million women who traveled abroad made up 60 percent of the total. “Even if it is a family tour, most of the purchasing decisions are made by women, so we are trying to come up with packages that reflect female preferences,” said Jo Il-sang, a PR manager at Hana Tour, Korea’s biggest travel agency. It is not just travel agencies that are looking to take advantage of the sheconomy. Whiskey brand Johnnie Walker launched a Jane Walker edition, which is meant to appeal to female drinkers. Start-ups targeted at women are also growing in numbers. Prelude provides comprehensive fertility services for women, regardless of whether they want to become pregnant. Glow also helps women manage their reproductive health. Women are also spending less on stereotypically female purchases. According to U.S. market researching company NPD Group, sneaker sales rose by 37 percent last year over 2016, while sales of high heels dropped by 11 percent. “Feminism was only an issue among academic circles and a few activists in the past,” said Lee Na-young, a sociology professor at Chung-Ang University. “Now it has become a broader interest, this shift is becoming apparent in the economy, as well.”