‘Veluga Brewery' is a beer subscription service that regularly delivers their beer of the month selected by a beer master twice a month for monthly membership fees. This service delivers not only beer but also appetizing snacks in order to transfer your home into your very own bar. This type of service is not limited to beer and snack delivery. Monthly payment services, like "subscriptions" are trending in almost all aspects of our daily life, ranging from underwear, sanitary pads, nutritional supplements, lenses, snacks, coffee, cars, watching movies and even renting stores. Economists describe this phenomenon as "Utility theory". They say that consumers can save time to choose products and reduce the everyday hassle of buying things in the store. In other words, it means subscription services can draw maximum efficiency by investing less cost wand time. "Subscription economy" is now deeply digging into our lives.

 Subscription economies are characterized by providing regular services through subscriptions, instead of paying to take ownership of the goods.

 Subscription services which regularly provide products are becoming a new paradigm. Thanks to the new concept of distribution service, it takes only a day to "subscribe" to everything in our daily lives. 'Forbes', an American economy magazine stated "Subscribed economies are breaking up centuries-old ownership concepts and creating a new economic era. It changed the way we possess things from ownership to membership."

 The beginning of the subscription model must be the newspaper, but the economic phenomenon of a subscription economy has become established by the success of 'Netflix' which allows unlimited streaming video programming for regular monthly fees. It is a huge platform with 150 million paid subscribers. Netflix initially began as a service to distribute videos and DVDs by mail or delivery but expanded its area to the streaming business in 2007. The convenience of the subscription economy, which is represented by Netflix's success, is penetrating deeply into our lives.

 Among them, one of the things you can easily meet in your daily life is a 'convenience store coffee subscription'. GS25, a representative convenience store, operates a coffee subscription service called "Cafe25." If you compare the price of a cup of Americano by subscription to buying it separately, you can get to know coffee subscription is about 51 percent cheaper. It can be said that coffee subscription is aimed at convenience store users who are considering the cost-effectiveness.

 In order to save busy business people's time and energy, 'Clothing subscription service' which provide shirts, suit pants, and ties have become widespread. 'Delishirts' is popular among office workers, especially working couples and working mothers.

 Thanks to this convenient service, users can simply wear clean, washed shirts because 'Delishirts' always delivers clothes every week.

 Having their meals by subscribing lunch boxes or side dishes is already common for one-person households. Furthermore, not only normalized food subscription services but also personal lunch boxes focused on every single physical condition is emerging these days. The customized lunch box service provided by lunchbox company 'GENOPLAN' is a service that provides customized lunch boxes for every individual. Every lunch box is based on data that analyzed ten factors in the client's body. These customized lunch box subscriptions are popular among modern people in terms of effectiveness in health and time.

 Why do world-wide companies and our society focus on the subscription economy? The reason can be explained with the 'Long Tail theory' by Chris Anderson.

 'Long Tail Theory' describes an average majority of 80 percent creates more value, much better value than a core fraction of 20 percent. In other words, it refers to the phenomenon which improves sales by dealing with goods with fewer sales opportunities in bulk. For example, sales of large volumes of books that don't sell well on Amazon are higher than bestseller's. Plus, Google's main revenue streams are small advertisers, and unpopular pieces' demands are higher than popular pieces' on Netflix. All these phenomena prove that the Long Tail Theory is at work.

 It is the same in our daily life. Lunchbox subscriptions, coffee subscription, and clothing subscriptions are gaining profits by providing services that can meet the needs of most ordinary people. Given these factors, we can reach the conclusion that the way to distribute through "subscription" leads to far greater returns, rather than obsessing about the business in which "sales" is central.

 The cost and time efficiency of the subscription economy is recognized through many examples. By the way, "Is the future prospects in the subscription economy as bright as ever?"

 According to the Credit Suisse report, the subscription economy market had predicted to grow from 420 billion dollars in 2015 to 530 billion dollars in 2020.

 However, according to global client review 'FATbit', despite the rapid expansion of the value of domestic consumers from 'owning' to 'experience', some analysts say it would be difficult to gain steady love without sufficient empathy and understanding for consumers and the products that offer subscription services.

 As such, the subscription economy is now continuing its remarkable development and everyone including us is enjoying its amazing services. Plus, attention is being paid to the future development of the subscription economy. Experts say that it is essential to ensure that consumer satisfaction remains high after using the service for the subscription economy to be relevant. In other words, to thrive in a subscription economy, constant efforts and attention are inevitably required. Why don't we all pay closer attention to see how far the growth of the subscription economy will continue in the future?