"Let's Support Kind Stores with 'Donzzul': MZ Generation Opens Wallets for Good Deeds [Heo Midam's Youth Report]"

Story of a Store Owner Who Gave Free Chicken to Poor Brothers Gains Attention
Netizens Say "Let's Support Them with 'Donzzul'", "Ordering Right Away"
Experts Explain Link Between MZ Generation's Spending Habits and 'Donzzul' Behavior

A letter written by high school student A to express gratitude to the owner of 'Cheolin 7ho' in Hongdae. Photo by Instagram capture.

Editor's NoteHow is your youth remembered? From teenagers to college students and office workers, we deliver the joys and sorrows unique to 'youth.'

[Asia Economy Reporter Heo Midam] "Everyone is going through difficult times, but warm stories touch my heart. I hope the owner gets 'Donzzul' (a pun meaning 'punishment with money')."

Among the MZ generation (those born from the early 1980s to the 2000s), the consumption trend of 'Meaning Out' is becoming prominent. 'Meaning Out' is a combination of 'Meaning,' which means belief, and 'Coming Out,' derived from the phrase 'coming out of the closet,' referring to actively expressing political and social beliefs through consumption behavior.

They are characterized by actively expressing their intention to purchase from stores that lead social contributions such as donations or volunteering, saying they will "reward with good consumption." Experts analyze that the MZ generation's emphasis on justice and fairness influences their purchasing behavior.

Earlier, Kim Hyun-seok, CEO of the chicken franchise 'Cheolin 7ho,' shared a handwritten letter sent to the headquarters in January on his Instagram. The letter was written by a high school student, Mr. A, expressing gratitude for the kindness of Park Jae-hwi, the owner of the Hongdae branch.

According to the letter, Mr. A, who lost his parents at a young age and lived with his grandmother and 7-year-old younger brother, took on the role of the head of the family and struggled to make ends meet. He maintained his livelihood by working part-time but was recently fired from his job due to the impact of COVID-19.

One day, his younger brother persistently asked, "I want to eat chicken." However, Mr. A only had 5,000 won. Seeing the brothers lingering in front of the store, Park Jae-hwi, the chicken shop owner, called the children in and gave them 20,000 won worth of chicken for free. Since then, he has continuously shown kindness, giving chicken whenever Mr. A's younger brother visited the store and even once paying for a haircut at a salon before sending him home.

Mr. A expressed his gratitude, saying, "I sincerely thank the owner who gave warm chicken and attention to us brothers whom he met for the first time," and added, "When I become an adult and earn a lot of money, I want to be like the owner who helps people in need."

As this heartwarming story spread, online orders for the branch surged with customers saying, "Let's give them 'Donzzul' (a pun meaning 'punishment with money')." Especially, customers from other regions ordered chicken, saying, "It's okay if delivery doesn't come because my home is far away. I'll consider it as if I ate the chicken," and "Thank you for being a good adult." Some customers also sent gifts or donations. Eventually, the branch temporarily suspended operations due to the overwhelming number of orders.

Photo by screen capture of the delivery app 'Baedal Minjok'.

This case is related to the characteristics of the MZ generation, who are enthusiastic about 'value consumption.' The MZ generation, more sensitive than any other generation to discrimination and unfairness, tends to consume regardless of price if they believe it aligns with their values.

In particular, they express support by purchasing products or brands that match their values and express their disapproval through boycotts if not. For example, they continuously boycott companies involved in power abuse controversies.

The consumption tendencies of the MZ generation are also confirmed by statistics. According to a survey released last year by the global commerce marketing company 'Criteo,' about 52% of the MZ generation said they would engage in 'Meaning Out' consumption, such as eco-friendly or vegan products that align with their beliefs and values.

Office worker Kim (28) said, "Since I'm going to consume anyway, isn't it meaningful to consume in a way that contributes to society or environmental protection?" He added, "Even when buying one item, I check whether it is eco-friendly or fair trade. It's not easy to maintain value consumption consistently, but I feel proud thinking that society will improve even a little through such consumption."

Recently, a '#StayStrongBoss' relay has been ongoing on Instagram and other platforms. Photo by Instagram capture.

The 'good consumption' trend has intensified due to the COVID-19 pandemic. As small business owners suffered significant damage from the prolonged pandemic, young people recently have been supporting them through the '#SajangnimHimnaeseyo' (meaning 'Cheer up, boss') relay.

The campaign, which started on social networking services (SNS) such as Instagram, is conducted by posting photos of ordered food or payment receipts with the hashtag '#SajangnimHimnaeseyo.'

One netizen posted a receipt photo on Instagram with the message, "I hope these difficult times pass soon. I will come often to practice value consumption. Fighting to all small business owners."

Experts analyze that this is related to the MZ generation's tendencies and the 'Donzzul' behavior. Professor Lee Eun-hee of Inha University's Department of Consumer Studies said, "The MZ generation values justice and fairness. They are also familiar with digital culture, so they have the mindset to contribute to spreading positive influence through online and SNS. They perform acts like 'Donzzul' hoping that good deeds will spread further."