"Getting off at Dogok Station gives a 'fare discount'"
Netizens outraged by 'Gangnam superiority' post
Some netizens say "Makes sense"
'2024 Real Estate Class Chart' topped by 'Hwangjok'
Not even a class society... discrimination normalized
The term 'hacha-gam,' which means the feeling of attracting attention from people around when getting out of a luxury car, is being controversially used to signify Gangnam superiority. It is said that one can feel 'hacha-gam' when getting off the subway located in Gangnam, just like when getting out of a high-end vehicle. Netizens have expressed concerns, calling it "excessive flaunting of wealth."
On the 22nd of last month, a post titled "True hacha-gam comes not from cars but from subway stations" was uploaded on an online community. As of the 8th, the post had garnered 12,000 views, becoming a hot topic.
The author, Mr. A, argued, "Nowadays, cars can be leased (vehicles purchased under the name of a financial company and rented to customers), and who just stares at someone getting out of German three companies' cars (Mercedes-Benz, BMW, Audi)? No one cares at all." He added, "On the other hand, when I try to get off at Dogok Station, people glance and wonder, 'Does that person live here?'" He further noted, "Jamsil Station, Gangnam Station, Cheongdam Station, and Sinsa Station are transfer stations with many people getting on and off, so there is no hacha-gam."
Mr. A continued, "I feel 'this is hacha-gam' every time I get off and on at Dogok Station on weekends when I play golf with a friend who lives in a Gangnam apartment." He said, "Jamsil Station has a large floating population, so there is no hacha-gam, but Jamsilnaru Station is mostly used by actual residents, so when I see others getting off there, I can feel a bit of envy. At Sports Complex Station, on days without performances or games, if someone tries to get off, everyone glances once, seemingly paying attention."
Netizens who read the post responded with negative remarks such as, "Why do such people even take the subway?", "If I get off at Cheongdam Station, does that mean I own Cheongdam?", "Do you think leasing is free?", "The subway is way more expensive than cars," "Now we even have to be cautious about getting off at subway stations," and "Hell Joseon (a portmanteau of hell + Korea)."
On the other hand, some netizens responded with comments like, "There is some truth to this," "When I first came to Seoul, I felt a bit proud getting off at Cheongdam Station even though I had no reason to," "I remember feeling envious of a student getting off at a luxury apartment when I was on a bus," and "I agree with everything in the post."
Annual 'Real Estate Class Chart'... Rising Concerns Over 'Gangnam Superiority'
Concerns are growing that such reactions could lead to 'Gangnam superiority.' Although people live in the same country, they may feel superiority or alienation depending on their residential area. While flaunting superiority due to living in Gangnam was viewed negatively in the past, it is now regarded as an object of admiration, and materialistic tendencies are becoming stronger.
Mosaic processing of the 2024 real estate hierarchy chart that became a hot topic on online communities and social networking services (SNS) [Photo by Online Community]
Every year, social networking services (SNS) and online communities post the real estate class chart for that year. The 2024 real estate class chart, which was posted without fail this year, places the ancient class name 'Hwangjok' (royal family) at the top, followed by 'Wangjok' (king's family), 'Gwijok' (nobility), and 'Hojok' (local gentry). At the bottom is 'Pyeongmin' (commoners). Ironically, in modern society where class systems have long disappeared, a class hierarchy is still applied.
Experts view this phenomenon as the Panoplie effect. This effect is when owning a particular product makes one feel they belong to a group that consumes similar products. In other words, consuming a specific product creates the illusion of belonging to a class or group perceived to consume the same product.
The 2007 SBS drama "Gangnam Mom Catching Up" was criticized for promoting 'Gangnam superiority.' However, the public now enthusiastically follows 'Gangnam-born idols,' 'Gangnam gold spoon celebrities,' 'Gangnam subway hacha-gam,' and 'gold spoon idols.' If this social phenomenon continues, the culture of power abuse between residential areas could naturally take root in our society. It is essential to always remember that belittling others simply because one lives in a slightly more expensive home is a form of power abuse and a clear act of discrimination.
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