[MZ Dictionary] 'Content Omakase'... Please Draw Kang Baekho Playing Soccer

Started as part of a culture expressing subjectivity
Used by companies as part of marketing beyond individuals

Editor's NoteWere you confused by the hard-to-understand language and behavior of the MZ generation? We help you understand without any misunderstandings. Real MZers reveal the true meanings.

[Image source=Naver Movie]

After watching "The First Slam Dunk" at the theater, Mr. A felt his heart pounding.

After watching the movie, he joined Twitter and started "Slam Dunk fandom."

While enjoying the various Slam Dunk content created by multiple creators, Mr. A had a new idea.

"What would the BukSan High basketball team look like if they weren't a basketball club?"

At that moment, a creator he had been watching posted, "Accepting content omakase requests."

Mr. A immediately sent a message to the creator.

"Please draw the five members of BukSan High playing ice hockey. I trust you with the costumes, poses, and composition."

"I don't want to be like everyone else"... A culture created by the self-directed MZ generation

'Omakase' is a Japanese word meaning 'to entrust,' referring to a course meal where the chef fully chooses the menu.

The omakase craze expanded beyond sushi and Korean beef barbecue to coffee and tea, and eventually to other fields beyond food. This is the so-called 'content omakase.'

'Content omakase' refers to a culture where people directly order and purchase personalized content from 'golden-handed (skilled) creators.'

This culture emerged as the demand grew for special goods related to fandoms or rare goods that express one's identity.

The background of this culture includes an environment where it became easy to communicate with content creators via SNS, and the collaboration of the MZ generation who want content made just for themselves beyond mass-produced items.

The MZ generation enjoys having 'their own content' that perfectly suits their tastes, and creators earn pocket money, making it a win-win system.

To use 'content omakase,' one can send a direct message to creators on SNS platforms like Twitter or apply during the creator's open application period. Creators also accept omakase requests through sales posts on secondhand trading sites like Danggeun Market or Bungae Market.

Breaking away from 'specific demands' to a WIN-WIN structure

'Content omakase' is distinguished from the term 'commission,' which is traditionally used when requesting content.

Commissions usually involve specific requests on 'how to make it.' In contrast, 'content omakase' is based on the principle of 'please do it well as you see fit' without detailed instructions.

Of course, since 'content omakase' involves payment, there can be some requirements, but the degree differs from traditional commissions.

Moreover, traditional commissions mostly involve sharing the completed work with the client and reflecting revisions, whereas in 'content omakase,' since the client trusts the creator, the creator produces the work 'as they see fit and to the best of their ability' to suit the client's taste.

Even those who find it difficult to imagine or explain exactly what they want can receive personalized content they like, and creators gain more freedom to showcase their skills, making it mutually beneficial.

Also, most people entrust their content to creators whose portfolios they like or whom they have admired, and the anticipation and curiosity about what kind of personalized content will be created is one of the charms of 'content omakase.'

Used actively not only by individual creators but also by companies

Image guiding 'Content Omakase' (left) and a sticker photo created based on the client's occupation (right). [Photo by 'I Am Your Stickers' Instagram capture]

Among the MZ generation, creating 'my own item' using 'content omakase' is already actively happening. Since 'content omakase' offers customized content, some apply to create 'friendship items' with friends who share the same fandom.

For example, through 'content omakase,' they receive a drawing of their favorite character holding placards with their and their friend's names, which they then make into phone cases or stickers.

There are also representative content omakase accounts. One such account creates stickers based on the customer's name and occupation.

Netizens who receive these stickers often praise them, saying, "You can feel the skilled touch of a master sticker artisan."

Companies have also reflected this trend and use content omakase as part of their marketing through SNS.

Hi-Mart used marketing where if you leave a story in the comments on their official Instagram, they draw pictures using their official characters.

LG Electronics asked the question "What is your dream home?" through their official Instagram story. When users sent answers, LG created customized content by drawing a house including LG products based on the responses.