‘Young 40s’: Gen Z’s Unique Take on Millennials’ Style in South Korea
In recent months, a captivating social media phenomenon has emerged in South Korea, with Gen Z discovering a fresh way to poke fun at their millennial counterparts, specifically those in their 40s. Affectionately dubbed the Young 40s, this trend reveals the dynamics of intergenerational humor and style in a rapidly changing cultural landscape.
The Rise of the Young 40s Meme
– Ji Seung-ryeol, a 41-year-old fashion enthusiast, takes pride in his stylish choices, frequently posting mirror selfies on Instagram to showcase his looks. However, he was surprised to find himself part of the Young 40s meme, where men of his age are ridiculed online for adopting trends popularized by younger generations.
– These memes often feature humorous AI-generated caricatures of middle-aged men clad in streetwear and brandishing iPhones, leading to a wide array of jokes surrounding their fashion choices. Ji’s beloved Nike Air Jordans and Stüssy T-shirts became targets of this playful mockery.
– I buy what I love, Ji explains, expressing his bewilderment at being criticized for his fashion choices.
The iPhone: Catalyst for Change
– The shift in perception of 40-year-olds can be traced back to the release of the iPhone 17 last September, which had previously been seen as a youth-oriented device. Now, its ownership is associated with the so-called Young 40s: individuals trying hard to maintain a youthful appearance and lifestyle, according to Gen Z’s Jeong Ju-eun.
– Despite many young South Koreans still favoring the iPhone over Samsung Galaxy devices, research from Gallup reveals a 4% decline in Apple’s market share among Gen Z, while it surged by 12% among individuals in their 40s over the past year.
Cultural Class Divides and Evolving Norms
– In Korean society, age is closely tied to social hierarchy. Age is often one of the first questions asked upon meeting a new acquaintance, significantly influencing social dynamics, from how to address one another to traditional drinking rituals.
– However, the Young 40s phenomenon indicates a growing skepticism among Korea’s youth toward the conventional respect owed to older generations. The term kkondae emerged recently to describe elders who are seen as irritatingly rigid and condescending.
– Lee Jae-in, a sociology professor, notes that social media has blurred the lines traditionally separating different generational cultures, further fueling this generational friction.
The Evolving Identity of the Young 40s
– Initially coined in the 2010s, Young 40 applied to those with youthful outlooks and active lifestyles, making them a coveted demographic for marketers. But as societal norms shifted, this term garnered a sardonic twist, with over 100,000 online mentions in the past year, many with negative connotations, often accompanied by words like old and disgusting.
– A wry offshoot of this trend is the label Sweet Young 40, used to describe middle-aged men who pursue romantic interests among younger women.
Generational Pressures and Perspectives
– Many young South Koreans feel the pressures of sky-high house prices and fierce job competition, viewing the Young 40s as representatives of a privileged generation that thrived during more prosperous economic conditions.
– They symbolize the doorway to opportunities that closed shortly after, explains psychologist Oh Eun-kyung, highlighting that many perceive the Young 40s not only as individuals but as emblems of systemic privilege.
– Ji offers a different perspective, recalling a tough entry into adulthood marked by the Asian financial crisis. His generation, which began enjoying life’s perks later in life, often navigates a workplace dominated by contrasting generational attitudes.
Conclusion: The Crossroads of Generational Identity
In a world increasingly characterized by intergenerational interactions, Ji and others in the Young 40 demographic find themselves at a unique crossroad. While their struggles and aspirations may differ from those of younger generations, the desire to stay connected and relevant remains a universal human experience. As the meme culture surrounding Young 40s continues to evolve, it underscores the intricate balance of nostalgia and self-awareness that shapes style preferences across generations in South Korea.