In South Korea, a new phenomenon has emerged, sparking debates and online ridicule. The 'Young 40s' - a term coined for millennials in their 40s - have become the target of Gen Z's fashion mockery. But why is this age group being singled out, and what does it say about societal perceptions and generational gaps?
The Rise of the 'Young 40s'
Ji Seung-ryeol, a 41-year-old fashion enthusiast, proudly showcases his style on Instagram. However, he was taken aback to discover that men of his age were being ridiculed online for embracing Gen Z and younger millennial fashion trends. AI-generated caricatures depicting middle-aged men in streetwear, clutching iPhones, have gone viral, with Gen Z coining the term 'Young 40s' to describe this demographic.
The memes have turned Ji's beloved Nike Air Jordans and Stüssy T-shirts into a source of jokes and indignation. He questions, "I'm just buying what I've always liked, now that I can afford it. Why is this something to be criticized for?"
The iPhone Effect
Once celebrated as pioneers of taste in the 1990s, the public perception of 40-year-olds took a turn after the release of the iPhone 17 last September. The smartphone, previously associated with youth, became a symbol of tackiness for the 'Young 40s'. Gen Z describes these individuals as "trying too hard to look young" and "refusing to accept that time has passed".
Research by Gallup reveals a shift in preferences. While young South Koreans still favor the iPhone over the Samsung Galaxy, Apple's market share among Gen Z consumers dropped by 4% in the past year, while it rose by 12% for people in their 40s.
A History of Generational Humor
This is not the first time a generation has faced ridicule for its humor and style. A few years ago, 'Geriatric Millennials', born in the early '80s, were criticized for their brand of humor, which included the crying-laughing emoji, finger moustaches, and the word 'adulting'. The debate sparked self-deprecating jokes and think pieces, with quizzes dictating whether one should join in the ribbing or be the subject of it.
The Korean Context
In Korea, age differences, even by a year, form the basis of social hierarchy. Strangers often ask each other's age, setting the tone for future interactions. The 'Young 40' memes reflect a growing skepticism among Korean youth towards this almost forced reverence for elders.
The term 'kkondae', describing an annoying breed of rigid and condescending elders, was another buzzword among young South Koreans a few years ago. Social media has exacerbated such friction, with multiple generations mixing within the same online spaces, as observed by Lee Jae-in, a sociology professor at Korea University's Sejong campus.
The Marketing Origins of 'Young 40'
The term 'Young 40' was popularized in marketing circles in the 2010s, referring to consumers with youthful sensibilities. They were health-conscious, active, and comfortable with technology, making them an important target demographic for companies. Kim Yong-Sup, a trend analyst credited with coining the term, notes that people in their 40s were previously seen as old.
However, as South Korea's society aged, these individuals became central to society rather than on the verge of old age. The marketing term has since taken on a viral, sardonic twist, with 'Young 40' mentioned online over 100,000 times in the past year, more than half of which were in a negative context, according to analytics platform SomeTrend. Many references included words like 'old' and 'disgusting'.
A Generation at the Center of Mockery
Some view the jokes about 'Young 40s' as a form of punching up, targeting individuals at the peak of their careers who have amassed wealth during a time of economic stability and a property boom. In contrast, Gen Z and young millennials, born later, face soaring house prices and intense job market competition. To them, 'Young 40s' represent the generation that made it through just before the door of opportunity closed, as psychologist Oh Eun-kyung explains.
"They are seen not just as individuals with personal tastes but as symbols of privilege and power. That's why the mockery is focused on them."
A Different Perspective
Ji, who lived through the so-called golden era, offers a different narrative. As a young graduate entering the job market during the Asian financial crisis in the late 1990s, he recalls submitting around 70 applications to secure a job. His generation, he says, "had very little to enjoy growing up, and only began to enjoy things later, as adults".
Now, at the workplace, Ji finds himself caught between two worlds. The generation above him ran a strict, top-down system, while the generation below him questions everything. "We're a generation that has experienced both cultures. We feel caught in between", he says.
Ji has become self-conscious about interacting with younger colleagues, fearing labels like 'kkondae' or 'Young 40'. He now avoids organizing drinking gatherings and keeps conversations focused on work or career concerns.
A Human Desire
According to Kang, another fashionable 41-year-old, the 'Young 40' meme reflects a universal human desire. "As you get older, longing for youth becomes natural. Wanting to look young is something every generation shares", he says.
So, what do you think? Is this a harmless joke or a reflection of deeper societal issues? Share your thoughts in the comments!
