"'More Hip than iPhone and Galaxy'... 'Feature Phones' Return as Hip Items for the MZ Generation"

Increased Search Volume and Transaction Amounts for Feature Phone Secondhand Trades
Growing Interest in Feature Phones Among Overseas Generation Z

Folder phones and feature phones (mobile phones without smartphone functions) consisting of small screens and physical buttons are becoming 'hip' items among the MZ generation. Until now, folder phones and feature phones were mainly used by older users and were called 'hyodo phones' (phones for filial piety), but recently, with the retro trend, they are gaining popularity among young people as well.

A representative figure who uses a feature phone is actress Han So-hee. Last August, actress Han So-hee showed herself using a feature phone during her Instagram live broadcast.
[Photo by Han So-hee Instagram]

The biggest reason for the popularity of feature phones is the retro craze. Young people tend to prefer old things they have not experienced, finding them unfamiliar and fresh. Instead of high-resolution photos from smartphones, low-resolution photos from feature phones are gaining popularity.

Also, recently on YouTube and other platforms, videos unboxing old feature phones or 'phone decorating' (phone customization) are being uploaded one after another. YouTubers introduce feature phones with titles such as 'Feature phones used by today's insiders' and 'Why folder phones are trending again these days.'

One reason the MZ generation is returning to feature phones is their small size and 'hip' design. They use mobile phones as a fashion item.

Foldable phones and feature phones (mobile phones without smartphone functions) composed of small screens and physical buttons are becoming 'hip' items among the MZ generation.
[Photo by Asia Economy DB]

Compared to the latest smartphones whose screen sizes easily exceed 6 inches, feature phones are small. The display size of the representative folder phone, Galaxy Folder 2, is 3.8 inches. When folded, stickers can be attached on both sides or accessories can be added to decorate the phone. Moreover, the secondhand price is relatively cheap, around 100,000 KRW. Even when combining device installment payments and plans, it can be used for about 10,000 KRW per month, which is a big advantage for the MZ generation that values 'value for money.'

Among these, the popularity has increased further as celebrities have recently been seen using feature phones. A representative figure using a feature phone is actress Han So-hee. In August, actress Han So-hee showed herself using a feature phone during her Instagram live broadcast. It was not the latest foldable smartphone with a folding screen, but a phone with physical keys and a split screen. Han So-hee said, "All the apps run, but it's slow, so I don't look at my phone much. That's why I like it."

'Digital Detox' leads to increase in Z generation using feature phones

The display size of the Galaxy Folder, a representative folder phone, is 3.8 inches. When folded, it is also good for decorating the phone by attaching stickers or accessories on both sides.
[Photo by Asia Economy]

Along with this, there is an analysis that young people feeling fatigue from online activities are returning to feature phones. It is part of a 'digital detox' to protect mental health by refraining from using electronic devices. Especially as the harms of social networking services (SNS) increase, more young people are looking for phones that fundamentally cannot access SNS.

In March, the US economic media CNBC reported that due to smartphone fatigue, demand for feature phones has increased among Generation Z (born in the mid-1990s to early 2000s). Jose Briones, a feature phone expert, said, "Feature phone use is increasing mainly among Generation Z," and "Generation Z is tired of screens and is trying to reduce smartphone use for their mental health."

CNN also reported in January that Generation Z's interest has shifted to flip phones from the mid-1990s, which gained popularity among millennials after disposable cameras and low-rise jeans.

This popularity is also proven by numbers. According to the secondhand trading app Bungae Jangter, in the first half of this year, searches for folder phones and feature phones increased by 39% and 177% respectively compared to the same period last year. In July, transaction volumes increased by 32% for folder phones and 97% for feature phones compared to a year ago.

The high interest in feature phones is not limited to Korea. Recently, interest in feature phones has also grown among Generation Z in the US and the UK.

The Australian non-profit academic media 'The Conversation' also cited nostalgia for the past, digital detox, and privacy protection as reasons why feature phones are popular among young people.