South Korean Millennials Mocked for “Trying Too Hard” Online
- In Korea, age difference, even by a year, forms the basis of social hierarchy.
- but the Young 40 memes also represent Korean youth's growing scepticism of this almost forced reverence for elders.
- Just a few years ago, the term "kkondae" was another buzzword among young South Korean to describe an annoying breed of rigid, condescending elders.
Ji Seung-ryeol, 41, prides himself on his sense of fashion.
He diligently shares mirror selfies on Instagram, where everyone knows the more likes you get, the cooler you are.
So he was bewildered to find out that men his age have become the subject of ridicule online, mocked for shoehorning their way into styles associated with Gen Z and younger millennials.
AI-generated caricatures of this demographic have gone viral on social media: a middle-aged man decked out in street wear and clutching an iPhone. The kids call them ”young 40s”.
The memes have
News1In Korea, age difference, even by a year, forms the basis of social hierarchy. Age is one of the first things strangers ask each other, setting the tone for future interactions: how they address one another, who gets to open the bottle of soju at parties (it’s usually the oldest person) and which way to tip your shot glass (the correct answer: away from your seniors).
but the Young 40 memes also represent Korean youth’s growing scepticism of this almost forced reverence for elders.
Just a few years ago, the term “kkondae” was another buzzword among young South Korean to describe an annoying breed of rigid, condescending elders.
Such friction has been exacerbated by social media, where “multiple generations mix within the same space”, says Lee Jae-in, a sociology professor at Korea university’s Sejong campus.
“The old pattern where different generations consumed seperate cultural spaces has largely disappeared,” he adds.
A self-conscious sandwich generation
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Popularised in marketing circles in the 2010s, the term “Young 40” originally referred to consumers with youthful sensibilities. They were health-conscious, active and comfortable with technology-an vital target demographic for companies.
“In the past, people in their 40s were seen as already old,” says Kim Yong-Sup, a trend analyst widely credited with coining the term “Young 40”.
as the median age of South Korea’s society rose, however, these people were “no longer on the verge of old age but at the center o
The Rise of “Quite Luxury” in China Sparks Backlash
A trend toward understated, expensive fashion known as “quiet luxury” is facing criticism in China, where it’s being viewed as a symbol of wealth disparity and a rejection of the country’s socialist roots, according to recent reports.
What is “Quiet Luxury”?
Quiet luxury refers to a style of dressing that emphasizes high-quality materials, classic designs, and minimal branding, prioritizing subtle elegance over ostentatious displays of wealth. It’s a reaction against the previously dominant “logo mania” trend, focusing on craftsmanship and timelessness.
Why the backlash in China?
The trend is drawing criticism in China as it’s perceived as flaunting privilege during a time of economic uncertainty and widening income inequality. sociologist Liu Yiming at the Chinese Academy of Social Sciences explains that those embracing the style are “seen not simply as individuals with personal tastes, but as symbols of privilege and power,” leading to public mockery. this sentiment is rooted in China’s socialist history and a cultural emphasis on collectivism, where overt displays of wealth can be viewed negatively.
A Generational Shift and Economic context
The rise of quiet luxury in China is linked to a generation that experienced economic hardship during their formative years. Ji, a 41-year-old fashion enthusiast, recalls experiencing the Asian financial crisis as a teenager and facing a competitive job market in his 20s, applying for 60-70 jobs to secure employment. He and his peers “had very little to enjoy growing up, and only began to enjoy things later, as adults,” contributing to a desire for quality and understated luxury as they achieved financial stability.
The Previous Era of “Logo Mania”
Prior to the emergence of quiet luxury, conspicuous consumption and brand displays were prevalent in China.This earlier trend was frequently enough associated with a desire to signal success and status in a rapidly changing economic landscape. The shift towards quiet luxury represents a departure from this previous emphasis on outward displays of wealth.