[Youth Report] Dangling from Bags... Adults Obsessed with 'Keyrings'

The Return of the 'Keyring Craze'
Popular Amid Kidult Culture and Y2K Trend
Experts Say "It Also Becomes a Means of Self-Expression"

Among young people, the fashion trend of attaching 'keyrings' to bags is gaining popularity. Keyrings, which were popular along with phone charms in the 2000s, lost their appeal in the 2010s due to being considered unfashionable. However, this year, with the overlap of 'kidult culture' and the 'Y2K trend,' fashion using keyrings is making a comeback.

Can't resist cute things... "Bought keyrings to lift my mood"

NewJeans member Hyein matched a round mini bag with a white teddy bear keyring. [Image source=NewJeans official SNS]

Kwon So-yeon (26), a second-year office worker, recently purchased a Sanrio character keyring. Kwon said, "I bought it to hang on my bag," adding, "The price is not burdensome, and it adds a point to my fashion, so I use it well." She also added, "Just like how getting a manicure lifts my mood, hanging a cute keyring makes me feel better."

There are quite a few young people like Kwon who are buying keyrings. In fact, keyring sales have surged sharply this year. Fashion platform W Concept analyzed its sales data for June and revealed that sales of keyring fashion items increased tenfold compared to the same period last year. In other words, keyrings are being recognized as unique fashion items.

The keyring trend is also continuing among celebrities. Popular celebrities like BLACKPINK and NewJeans showcase their fashion sense by matching cute keyrings with luxury bags. In particular, NewJeans member Hyein made headlines by revealing that she purchased 90,000 won worth of doll keyrings with the first payment she received after debut.

The background behind the keyring trend seems to be influenced by 'kidult culture.' 'Kidult' is a portmanteau of kid and adult. Kidults are characterized by their willingness to spend freely on dolls, toys, and other items they like. Coupled with the Y2K trend, the popularity of keyrings, which were trendy in the 2000s, has increased even more.

Popular keyrings sometimes bought at premium prices

'Monamhee' keyring. [Image source='Monamhee' Instagram]

As more people seek keyrings, secondhand trading is also active. The 'Mo Nam-hee' doll keyring, worn by actress Cha Jung-won and others, caused a sell-out frenzy as soon as it went on sale. Originally, 'Mo Nam-hee' is a grocery store selling goods and snacks, but recently it has become more famous for its keyrings.

In particular, the representative product 'Blackpink keyring' from 'Mo Nam-hee' is priced at 43,000 won retail, but on secondhand trading platforms, it is currently traded at prices ranging from a minimum of 70,000 won to the low 100,000 won range.

Back in the 2000s, when claw machines were popular, many people would grab any keyring from the machine and hang it on their bags. However, recently, more people are willing to pay a considerable amount to purchase designer brand keyrings.

This phenomenon can also be seen as part of 'small luxury.' 'Small luxury' refers to the pursuit of satisfaction through relatively affordable indulgences instead of expensive luxury goods. Ultimately, in an era of high inflation, young people who feel burdened by purchasing expensive products are turning their attention to keyrings, which allow them to express their individuality at a relatively low cost.

Professor Lee Eun-hee of Inha University's Department of Consumer Studies said, "Young people value their unique individuality and prefer to stand out to others. For example, just as they decorate Crocs shoes with various accessories to express their personality, they differentiate even the same bag by using keyrings."