MZ Generation Praises "'Beom Naeryeonda' Content as Fresh"
"B-Class Sensibility" Trend with a Quirky Vibe Sweeping YouTube and Marketing Industries
Experts Say It Reflects Young Generation's Break from Traditional Norms
Tourism content 'Feel the Rhythm of Korea' Seoul edition produced by Korea Tourism Organization. Photo by Korea Tourism Organization YouTube
[Asia Economy reporters Seunggon Han and Seulgi Kim] "What is this? At first, I just thought 'they must be on drugs,' but I find myself coming back to watch it dozens of times a day." "It's funny but strangely addictive."
Recently, a 'B-grade sensibility' craze has been sweeping among the MZ generation (Millennials born in the early 1980s to early 2000s and Generation Z born in the mid-1990s to early 2000s).
'B-grade sensibility' means something that falls slightly short of the sophisticated and glamorous A-grade sensibility, referring to content that does not follow conventional forms or techniques. This phenomenon is particularly prominent on YouTube and in the marketing industry.
On July 30, the Korea Tourism Organization posted the Seoul, Busan, and Jeonju episodes of 'Feel the Rhythm of Korea' on its foreign-targeted YouTube channel 'Imagine your Korea.' Three months after posting, the content has nearly 300 million views.
Especially, the music 'Beom Naeryeonda' by the band 'Nellchi Band,' featured in the Seoul episode, was praised for its 'B-grade sensibility' by using a ridiculous dance that one would not expect to fit with traditional Korean music (gugak).
Comments on the content included reactions such as "A public institution is making this kind of advertisement? Give the planner a bonus as a reward," and "Isn't this exactly K-hip? It perfectly fits the saying 'the most Korean is the most global.'" The fresh break from traditional formats and adoption of new styles earned positive reviews for its 'B-grade sensibility.'
Another successful example of 'B-grade sensibility' is Kim Seontae, an official managing the YouTube channel of Chungju City, Chungbuk Province. Kim gained attention for creating so-called 'drugged' content that broke the mold of stiff and boring local government promotional materials.
Promotional material for Chungju City, Chungbuk, created by Officer Kim Seontae. Photo by Online Community
In an interview on tvN's 'You Quiz on the Block' aired on the 23rd, Kim Seontae said about the 'B-grade sensibility' promotional materials, "I had to produce promotional content but didn’t know how to use any programs. I felt grabbing attention was the priority, so I made it this way."
Other 'B-grade sensibility' contents that have received a 'hot' response from young people include 'Gwaengsu,' a parody of EBS creator Pengsoo and the promotional ambassador for Goyang City, and 'Binggraeus,' from Binggrae, a company in the ice cream distribution industry.
Some analysts say this trend reflects the consumption tendencies of the younger generation, who consume content based on fun, embodying the characteristics of 'fun consumers' (funshumers).
Jung Eunwoo, head of the 20s Research Center at Daehaknaeil, advised at the Daehaknaeil 2020 Trend Conference last November, "When marketing to the MZ generation, pay attention to the small words they use and do not try to package their image."
Experts analyze this phenomenon as a tendency of the younger generation to break away from the frameworks of the older generation and resist simply accepting their ways.
Professor Lee Dong-gwi of Yonsei University's Department of Psychology explained, "'Millennials' and the 'MZ' generation tend to respond to stimuli that are fresh and fun from their own perspective, distinguishing themselves from the older generation rather than accepting existing culture as is. Because they reinterpret what is given from their own viewpoint, they are enthusiastic about 'B-grade sensibility.'"
He added, "However, beneath this lies the fact that young people have little leisure time within the paradigm of the older generation, and there are few things that are fun or laugh-worthy. They seek things that are witty and fresh with humorous elements."
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