The Old is More Hip: 2030 Leading the 'Hip Tradition' [Youth Report]

Recently, as interest in traditional culture has increased mainly among young people, a new term called 'Hip Tradition' has emerged. This neologism combines 'hip,' meaning trendy, and 'traditional,' referring to traditional culture, signifying a trend of enjoying traditional culture in a hip way. It can be seen as similar in meaning to 'New-tro,' which reinterprets tradition in a new and 'hip' manner beyond mere nostalgia for the old.

Following Yakgwa, 'Goryeo Era Snack' Gaeseong Juak Gains Popularity

The 'Halmaennial' (Halmae + Millennial) craze, which started a few years ago, continues unabated. Halmaennial refers to a culture of consuming somewhat old-fashioned foods. Initially, black sesame, mugwort, and misutgaru were representative Halmaennial foods, but over time, the variety has expanded.

Recently, following yakgwa, Gaeseong Juak has caused a sell-out frenzy. Gaeseong Juak is a local food from Gaeseong during the Goryeo Dynasty. It is a traditional Korean confection made by mixing glutinous rice flour with Makgeolli, frying the dough, and then coating it with syrup. It is characterized by its sweet taste and chewy texture. Its popularity has especially increased as recipes for Gaeseong Juak have been shared on social media platforms such as SNS. Currently, searching for 'Gaeseong Juak' on Instagram yields over 34,000 posts.

Yakgwa. [Image source=Pixabay]

The reason Gaeseong Juak, enjoyed by people during the Goryeo Dynasty, has recently gained popularity is also related to the characteristics of the MZ generation (Millennials + Generation Z). The MZ generation tends to pursue unique and distinctive cultures. Moreover, because they tend to find the past they have not experienced as something new, they have developed an interest even in Gaeseong Juak, a dessert from the Goryeo era.

MZ Generation Visiting Traditional Markets Increased Tenfold in Five Years

Citizens are shopping at Mangwon Market in Mapo-gu, Seoul. [Image source=Asia Economy DB]

As young people's interest in the old has grown, one unexpected beneficiary has been the 'traditional markets.' With the hip tradition and retro craze, places and snacks that evoke nostalgia have become popular mainly among the MZ generation, turning traditional markets into 'playgrounds for young people.'

In fact, according to an analysis of sales data from 15 major traditional markets nationwide by BC Card from 2019 to 2023, sales generated up to April this year reached 149% of the sales during the same period in 2019.

In particular, Yesan Market in Chungnam, which was renewed under the leadership of Baek Jong-won, CEO of The Born Korea, saw a 934% increase in visits by MZ generation customers in 2023 compared to 2019. Additionally, visits increased in other regions such as ▲Sindang Market in Seoul (117%) ▲Jungang Market in Gangneung, Gangwon (70%) ▲Dongmun Market in Jeju (25%) ▲Mangwon Market in Seoul (18%).

Traditional Goods Loved by BTS RM... Stirring Collecting Desire Among MZ Generation

Miniature of the Banjasayusang sold at Muiz.
[Image provided by Lotte Department Store]

Meanwhile, traditional culture-themed goods have also gained popularity amid the hip tradition craze. The National Museum's goods store 'Muze' sells various products such as tumblers, handkerchiefs, and umbrellas to allow everyone to enjoy cultural heritage in daily life.

Among the most popular products is the 'Ban-gasa-yu Statue Miniature.' The Ban-gasa-yu Statue, a national treasure, is a Buddhist sculpture depicting Maitreya Bodhisattva sitting in the half-lotus position, deeply contemplating to relieve the suffering of sentient beings in this world. It is considered a representative cultural asset of Korea and a world-renowned masterpiece.

In particular, when it became known that RM, the leader of BTS, purchased the Ban-gasa-yu Statue miniature, it caused a temporary sell-out. Other items such as celadon cup sets and mother-of-pearl tumblers are also currently sold out.

As the popularity of traditional goods has increased, sales of related products have also risen. According to the National Museum Cultural Foundation, sales of cultural heritage products jumped from 3.8 billion won in 2020 and 6.6 billion won in 2021 to 11.7 billion won last year. Last year's sales were the highest since the foundation was established in 2011.