New Video Surpasses 190,000 Views in Two Days
Slippers Priced at 1.7 Million Won, Cape at 7 Million Won
Comedian Suzy Lee has brought back her "Daechi Mom" character. The new video featuring her alter ego "Jamie Mom," released on the YouTube channel "Hot Issue J" on November 5, surpassed 190,000 views within just two days, quickly becoming a hot topic.
This video was produced with the concept of a "Gold Button Shareholders' Meeting" to celebrate reaching one million subscribers. All of her previous alter egos made appearances, and Jamie Mom sent her congratulatory message via video only, citing her busy schedule. Appearing in a scene stepping out of a car, she proudly noted, "I reached 8.91 million views," showcasing her signature confidence.
In the video, Jamie Mom even struggles to recall the channel name, yet appears in an outfit that perfectly embodies "quiet luxury." She wears items considered essential for a "Daechi Mom," including Herm?s Chypre slippers, a Louis Vuitton cape, a Helen Kaminski hat, and a Chanel necklace. With the winter season approaching, the focus is on a "restrained luxury look" that emphasizes elegance through silhouettes and materials rather than flashy logos.
Notably, the Herm?s Chypre fur slippers worn by Jamie Mom are priced between 1.4 million and 1.7 million won, featuring the brand's iconic "H" logo. Suzy Lee added a pop of rose color and completed the look with a Helen Kaminski Daisy hat and a Louis Vuitton wool-silk blend cape, which costs around 7 million won.
Online commenters praised the video, saying, "The Daechi Mom depiction is spot-on." In fact, it is rumored that cape and poncho styles are starting to trend in the Daechi-dong area.
'Jamie Mom' Video Sparks Surge in Secondhand Luxury Puffer Jackets and Bags
Jamie Mom, whose real name is Lee Sodam in "Hot Issue J," is the quintessential "Daechi Mom" character, a mother who devotes everything to her child's education in Gangnam's Daechi-dong, the epicenter of private education. She spends all day shuttling her child between academies, equipped with a spacious SUV, luxury puffer jackets costing millions of won, and high-end bags. Outwardly, she speaks in a refined and cultured manner. She emphasizes her elegant image by telling her child "We don't do that" instead of "Don't do that," but in private tutoring interview scenes, she displays "passive aggression," using laughter to dominate the situation.
The first episode, released in February, immediately became a social phenomenon. While it was lauded as "incredibly realistic" and "a Daechi Mom copy machine," it also sparked controversy for allegedly mocking mothers and shifting the burden of home education onto women. Nevertheless, the video has surpassed 8 million views, establishing itself as a leading piece of content satirizing Gangnam's education culture and consumer trends.
After the episode aired, there was a surge in secondhand sales of the Moncler puffer jacket and Goyard bag worn by Suzy Lee as Jamie Mom, leading to the phrase "the Suzy Lee effect." According to the secondhand platform Junggonara, the number of Moncler clothing listings exceeded 1,190 in the three weeks following the video's release, more than quadrupling the 270 listings from the previous period.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
