"The Fun of Pressing Each Key: Old Phones Have Definite Charm"... Generation Z Enchanted by 'Nostalgia Tech' [World is Z-Geum]

BlackBerry Dominated the 2000s
Once Called the "Obama Phone," Service Ended in 2022
Rediscovered Amid the "Nostalgia Tech" Trend

Editor's NoteGeneration Z (those born in the late 1990s to early 2010s) is emerging as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [World is Z-Geum], we shed light on the lives and values of Generation Z around the world and explore how they are transforming society.

Once a symbol of its era, the BlackBerry phone is regaining attention among Generation Z in the United States. Tired of the complexities of the digital environment, members of Generation Z are drawn to phones equipped with physical keypads that require pressing each key, rather than touchscreens, as they reminisce about the past. In South Korea, older iPhone models that recreate vintage color tones are gaining popularity, especially among younger people.

"The BlackBerry Phone Era Evokes Nostalgia"

BlackBerry Key2 LE model. Photo by Asia Economy DB

The New York Times recently reported that discontinued BlackBerry phones are regaining popularity, especially among Generation Z, and noted, "Young users longing for the BlackBerry era are posting content on social networking platforms such as TikTok, calling for the phone's re-release." The article added, "Many of these users are too young to have used BlackBerry phones during their heyday, yet they still experience a sense of nostalgia."

BlackBerry was a popular phone brand in the mid-to-late 2000s, characterized by its 'QWERTY keyboard' arranged like a PC keyboard at the bottom of the screen. With features such as real-time email checking, schedule management, and strong security, it was highly regarded as a business phone, and by 2012, had as many as 80 million users worldwide. Former U.S. President Barack Obama was a well-known fan, earning the device the nickname "Obama Phone."

With the advent of the Galaxy and iPhone, the smartphone market began in earnest, and BlackBerry, which stuck to its physical keyboard, gradually lost its place. After Google distributed the Android operating system for free, various manufacturers released touchscreen-based smartphones, and BlackBerry, which insisted on its own operating system, fell behind in the competition. Ultimately, in January 2022, BlackBerry officially ended its phone services, disappearing into history.

The BlackBerry phone is being traded on the global e-commerce platform eBay. eBay

The renewed interest in BlackBerry among U.S. Generation Z is related to the spread of the 'nostalgia tech' trend, which treats past digital devices as objects of sentimental longing. Nostalgia tech is a term combining 'nostalgia' and 'tech,' referring to a consumer culture in which people enjoy the emotional appeal of using once-popular devices or technologies again. Typical examples include BlackBerry phones, CD players, digital cameras (dica), and LP records.

Writer Dan Kasim (29) said in an interview with the New York Times, "Phones used in the 2000s and 2010s are linked to memories of childhood or adolescence, evoking powerful emotions," adding, "Old phones like the BlackBerry have a definite charm." He continued, "In an era when people are exhausted by constant connectivity, simple devices like the BlackBerry actually provide a sense of liberation. Back then, phones were not at the center of our lives."

Searching for BlackBerry phones on the global e-commerce platform eBay yields more than 2,500 results, showing that demand remains steady. Victoria Zanino (25), who works in advertising, recalled, "As a child, adults on TV looked so cool holding the steering wheel with one hand and a BlackBerry in the other," adding, "Even now, the BlackBerry era stirs up nostalgia."

Old iPhones Trending in Korea: "You Can Take Emotionally Rich Photos"

Reviews of the first-generation iPhone SE are continuing on YouTube. YouTube

In South Korea, the popularity of older phones continues, especially among younger people. The most notable model is the first-generation iPhone SE. Released in March 2016, this model remains popular among the MZ generation nearly a decade after its launch, thanks to its small, lightweight design and the emotionally resonant color tones of its photos.

The first-generation iPhone SE has only a 12-megapixel rear camera and a 7-megapixel front camera, which is lower in quality compared to the latest iPhones with 48-megapixel cameras. However, this lower image quality is actually seen as an advantage, enhancing the nostalgic feel and driving positive consumer response.

On the e-commerce platform Ably, the first-generation iPhone SE is currently being sold for around 150,000 won, and some seller pages show cumulative sales exceeding 14,000 units. Buyers have left positive reviews such as, "If you're considering it for photography, you won't regret the purchase," "You can really feel the unique vibe of old iPhones," "I bought it instead of a digital camera and am satisfied," and "The color tones come out just as I want, and the analog atmosphere is great."