1 in 2 Modern People Say 'An Era That Needs Books That Tell Trends'
'2020 Trend Proficiency Test' Covering Various Social and Cultural Situations
Experts: "Visual Generation Sensitive to Being Seen by Others... Beware of Over-Immersion in Trends"
The number of modern people studying 'trends' to keep up with the times is increasing. Photo by Yonhap News
[Asia Economy Reporter Kim Suwan] "Do you know what 'Kkuankku' and 'Byeoldajul' mean?"
Office worker A (27) recently said this, mentioning that they learned these abbreviations from their college student younger sibling. A said, "At first, I also didn't know what 'Kkuankku' (looking dressed up but not really) and 'Byeoldajul' (shortening everything) meant. In fact, until recently, I couldn't understand when my sibling said I needed to do 'Beokachung' (bus card recharge). Young people these days all know these terms, but I felt like I was the only one who didn't and felt stupid. So now, I ask my sibling and search online to study them. These abbreviations and trendy words come up a lot in conversations with my coworkers," they said.
As the awareness of not falling behind the flow of change grows, more modern people are studying to keep up with trends. They respond sensitively to trends and the latest issues, including fashion and culture, and devote time and money to related fields to catch up with rapidly changing trends.
Experts analyze this as a characteristic of the so-called 'visual generation' of young people in their 20s and 30s who are sensitive to how they are perceived by others. Being accustomed to the digital environment naturally leads to a high interest in the latest trends.
According to a survey, 7 out of 10 modern people think that knowing trends is essential to prepare well for the future.
Market research company Embrain Trend Monitor recently conducted a perception survey on 'trends' with 1,000 adult men and women aged 19 to 59. The results showed that 73.7% of respondents viewed these days as an era where knowing trends well is necessary, and 72.8% believed that trends help in preparing for the future.
Also, many felt that people around them talk a lot about trends these days (59.2%) and that everyone is sensitive to trends nowadays (48.9%).
The '2020 Trend Proficiency Test' is gaining popularity among netizens. Photo by Trend Proficiency Test homepage capture
Given this situation, a 'Trend Competency Test' has even been created to test how sensitive people are to the latest trends.
The '2020 Trend Competency Test' consists of questions reflecting various social and cultural situations. It is a multiple-choice quiz game that checks understanding of trendy words, abbreviations, and consumption patterns widely used among the MZ (Millennial + Z) generation.
Among various questions, the most difficult one is considered to be: "IU's new hairstyle is so pretty that I wanted to O, but I gave up because I wasn't confident about dyeing. Instead, I bought one O item because the scrunchie band looked pretty." The answer choices were △Sonminsu △Ward △Boguming △Joban. The correct answer is 'Sonminsu.'
'Sonminsu' is the name of a character in the webtoon 'Cheese in the Trap.' He is a classmate of the protagonist Hong Seol who copies her hairstyle and style. Therefore, imitating others' behavior and consumption is called 'Sonminsu,' and products worn by famous celebrities are called 'Sonminsutem' (Sonminsu + item).
Netizens who took the test responded with comments like, "I guessed most answers except 1 or 2," "It was very difficult even though I'm in my 20s," and "It's fun, but saying you don't know trends because of this is a bit much."
As a result, interest in 'trend books' as a way to keep up with the rapid changes in modern society is increasing. In the earlier survey, half of the respondents said that these days, books that explain trends are necessary. Moreover, the experience of reading trend books has also increased (17.5% in 2015 → 20.2% in 2020). Since trends change quickly, effort is essential to keep up with the latest issues, fashion, and culture.
Some point out that blindly chasing trends can lower quality of life. Various side effects occur, such as economic difficulties from purchasing every trendy product that comes out.
Experts warn that excessive immersion in trends can interfere with daily life due to comparisons with others and overspending.
Professor Kwak Geumju of Seoul National University's Department of Psychology said, "Millennials grew up in an environment where they inevitably became sensitive to change because they are a digital generation. On SNS platforms like Facebook and Instagram, dozens of trendy products are exposed daily." She added, "People in their teens to 30s have a stronger desire to show themselves to others than other generations. They want to avoid falling behind others but also want to be noticed earlier."
She continued, "Taking photos of trendy food or clothes to show off is also driven by this psychological reason. It reflects a desire to express individuality and be recognized. However, if one becomes overly immersed in trends and enjoys consumption without considering their finances, it can interfere with daily life. It is necessary to control desires and practice wise consumption," she advised.
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