Over my last three vacations abroad, one of the many things I realized is that in Korea, we're obsessed with cute things. When I browsed stores in these other countries, I noticed many authentic local specialties on display, but something seemed like it was missing. "Where's all the cute stuff?" I thought to myself.
If you walk around any major city in Korea, you'll probably experience a cuteness overload. It's not hard to come across stores such as Artbox, Hot Tracks, or the Kakao and LINE Friends stores that sell everything from notepads and toys to clothes and accessories with cute cartoon characters on them. These stores are normally bustling with people in their 20s and 30s. This phenomenon may appear to be weird to people from other countries, but it's becoming the norm in our society.
What's behind the cuteness craze in Korea?
Cute things get our attention
It's not just young people or Koreans who like cute things--everyone's brain is hardwired to prefer cute stuff. Think about our general response when we see something cute, like a baby, a puppy, or another adorable animal. Chances are, that thing gets imprinted on our minds. It comes to the forefront of our thoughts and is difficult to ignore. A study found that when we see something cute, it ignites fast brain activity in regions such as the orbitofrontal cortex, which is linked to emotion and pleasure. In other words, we're all neurobiologically wired to focus our attention on cute stuff.
Some people resume their childhood hobby of "collecting cute things".
Some people think that collecting cute items should be something we do as kids but then outgrow. However, not everyone is able to pursue this hobby in childhood. Some parents might forbid their kids from buying cute items, and some kids' allowances might be too small to afford any of it. Once people set off on their own and become financially independent, some of them use their freedom and resources to finally pursue this "childhood" hobby.
A desire to show off individuality
In Korea, social change might also be fueling this trend. In the past, Korean society was more strict and conservative, so people weren't always allowed to pursue their individual preferences. People from my parents' and grandparents' generations learned to consider practicality a top priority when making purchases. They didn't want to attract others' attention by using bright and colorful novelty items. Now that society is changing, more and more people value style as much as practicality. In the younger generation, many of us even opt for style over function. We don't mind spending much more than we would on a standard, plain item to buy a more attractive looking version. We express who we are through creative products, so unlike many of our parents, we think that good design and aesthetics add value to our lives.
Psychological survival tool in Hell Joseon (Hellish Korea)
There's something else contributing to this cuteness trend. South Korea has the longest working hours among developed nations. Many young Koreans find ourselves at our office desks for most of the day. As it is inevitable that we'll be spending most of our time at work, we're more willing to modify our workspaces. If we can't go home at a reasonable time, our second-best option is to make our office spaces feel like home and look good. It's one little thing we can do to help ourselves get through a tough day. That's why we make regular visits to stationery stores and buy our favorite adorable items to decorate our office desks. It's a way for us to create a relaxing personal space amid our hectic daily routines. This is probably why someone recently coined the term "deskterior" (from the words "desk" and "interior") to refer to the act of decorating one's work desk with fancy stationery products.
There is a great Korean word for the act of splurging on something that might seem unnecessary but that helps you persevere through rough times. "Shibal biyong(시발비용)" (roughly translated, "f*ck-it expense") combines shibal (a swear word used in frustration) and biyong(expense). Home prices are so high in Seoul that many young Koreans believe that buying a house will never be attainable. We end up thinking that saving small amounts of money is useless, so we squander our meager savings on instant gratification. (In this situation, we're making a rational choice to maximize the utility of money.) Fancy products are generally more expensive and no more functional than their standard counterparts, but those of us in the younger generation often don't care about it because it's shibal biyong. The stationery industry has caught on to this lucrative demographic trend, so now they are driving the phenomenon.
Conclusion
Personally, I do like to see novelty products, including character items, because I like the way they look. However, I don't always like thinking about what motivates our generation to be obsessed with these things. Some people are just embracing their inner child, but others are seeking a temporary getaway from harsh reality. I hope that our generation can find true, sustainable happiness without having to resort to cathartic consumption.
**This writing is part of my learning process. When I choose a topic to write about, I google and read related articles to learn natural English expressions. I try to make an impromptu speech based on what I learned. Then write down the script. I review my writing and check grammar as far as I can. I have it revised by someone whose first language is English. Lastly, I read aloud the writing many times until I can memorize it.
If you walk around any major city in Korea, you'll probably experience a cuteness overload. It's not hard to come across stores such as Artbox, Hot Tracks, or the Kakao and LINE Friends stores that sell everything from notepads and toys to clothes and accessories with cute cartoon characters on them. These stores are normally bustling with people in their 20s and 30s. This phenomenon may appear to be weird to people from other countries, but it's becoming the norm in our society.
What's behind the cuteness craze in Korea?
Cute things get our attention
It's not just young people or Koreans who like cute things--everyone's brain is hardwired to prefer cute stuff. Think about our general response when we see something cute, like a baby, a puppy, or another adorable animal. Chances are, that thing gets imprinted on our minds. It comes to the forefront of our thoughts and is difficult to ignore. A study found that when we see something cute, it ignites fast brain activity in regions such as the orbitofrontal cortex, which is linked to emotion and pleasure. In other words, we're all neurobiologically wired to focus our attention on cute stuff.
Some people resume their childhood hobby of "collecting cute things".
Some people think that collecting cute items should be something we do as kids but then outgrow. However, not everyone is able to pursue this hobby in childhood. Some parents might forbid their kids from buying cute items, and some kids' allowances might be too small to afford any of it. Once people set off on their own and become financially independent, some of them use their freedom and resources to finally pursue this "childhood" hobby.
A desire to show off individuality
In Korea, social change might also be fueling this trend. In the past, Korean society was more strict and conservative, so people weren't always allowed to pursue their individual preferences. People from my parents' and grandparents' generations learned to consider practicality a top priority when making purchases. They didn't want to attract others' attention by using bright and colorful novelty items. Now that society is changing, more and more people value style as much as practicality. In the younger generation, many of us even opt for style over function. We don't mind spending much more than we would on a standard, plain item to buy a more attractive looking version. We express who we are through creative products, so unlike many of our parents, we think that good design and aesthetics add value to our lives.
Psychological survival tool in Hell Joseon (Hellish Korea)
There's something else contributing to this cuteness trend. South Korea has the longest working hours among developed nations. Many young Koreans find ourselves at our office desks for most of the day. As it is inevitable that we'll be spending most of our time at work, we're more willing to modify our workspaces. If we can't go home at a reasonable time, our second-best option is to make our office spaces feel like home and look good. It's one little thing we can do to help ourselves get through a tough day. That's why we make regular visits to stationery stores and buy our favorite adorable items to decorate our office desks. It's a way for us to create a relaxing personal space amid our hectic daily routines. This is probably why someone recently coined the term "deskterior" (from the words "desk" and "interior") to refer to the act of decorating one's work desk with fancy stationery products.
There is a great Korean word for the act of splurging on something that might seem unnecessary but that helps you persevere through rough times. "Shibal biyong(시발비용)" (roughly translated, "f*ck-it expense") combines shibal (a swear word used in frustration) and biyong(expense). Home prices are so high in Seoul that many young Koreans believe that buying a house will never be attainable. We end up thinking that saving small amounts of money is useless, so we squander our meager savings on instant gratification. (In this situation, we're making a rational choice to maximize the utility of money.) Fancy products are generally more expensive and no more functional than their standard counterparts, but those of us in the younger generation often don't care about it because it's shibal biyong. The stationery industry has caught on to this lucrative demographic trend, so now they are driving the phenomenon.
Conclusion
Personally, I do like to see novelty products, including character items, because I like the way they look. However, I don't always like thinking about what motivates our generation to be obsessed with these things. Some people are just embracing their inner child, but others are seeking a temporary getaway from harsh reality. I hope that our generation can find true, sustainable happiness without having to resort to cathartic consumption.
**This writing is part of my learning process. When I choose a topic to write about, I google and read related articles to learn natural English expressions. I try to make an impromptu speech based on what I learned. Then write down the script. I review my writing and check grammar as far as I can. I have it revised by someone whose first language is English. Lastly, I read aloud the writing many times until I can memorize it.
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