"A Generation Caught Between Millennials & Gen Z and the Older Generation"
"Reflecting Young People's Backlash Against Age-Based Hierarchy"
The BBC in the United Kingdom has shed light on South Korea's "Young Forty" culture. The report highlights that as people in their 40s emulate the styles of younger generations and become the subject of artificial intelligence (AI) memes, critical public opinion is spreading.
On January 17 (local time), the BBC introduced the "Young Forty" phenomenon spreading in South Korea, presenting a man in his 40s wearing streetwear and holding an iPhone as the representative image. Originally, "Young Forty" was a term used to positively describe people in their 40s who are sensitive to trends, but recently it has often become a target of ridicule online.
The BBC, quoting members of South Korea's Gen Z, defined "Young Forty" as "someone who tries too hard to look young" and "someone who refuses to accept the passage of time." The article also mentioned fashion and tech items symbolizing the Young Forty, such as Stussy T-shirts, Nike sneakers, and the iPhone 17. In particular, the BBC presented statistics showing that while the iPhone's market share has increased among people in their 40s, it has decreased among Gen Z. The article also discussed the generational shift in market share for Apple products.
The BBC pointed to South Korea's strong "age hierarchy culture" as the background for the Young Forty meme's popularity. The report noted, "In South Korea, even a small age difference becomes a basis for setting relationships, and it is common to ask someone's age upon first meeting." It added that the Young Forty phenomenon emerged as younger generations began to question the respect traditionally demanded by older individuals.
Citizens are lining up to purchase Apple's new product, the iPhone 17, last September (photo for article understanding purposes and unrelated to the article content). Photo by Yonhap News.
Whereas "Kkondae" was previously used as a derogatory term for the older generation, some analysts now believe that Young Forty has taken its place. According to the online analysis platform SomeTrend, there were more than 100,000 mentions of Young Forty last year, with over half used in a negative context, such as "old" or "disgusting." The expression "Sweet Young Forty" has also emerged, satirizing middle-aged men who approach young women.
The BBC also reported that this phenomenon is seen by some as more than just a trend, but as a sign of generational conflict. As competition intensifies among Gen Z due to issues like employment and housing, a discourse has formed criticizing middle-aged people who accumulated wealth during periods of economic growth, turning Young Forty into a target of mockery. However, some argue that Young Forty represents an "in-between generation," caught between Gen Z and the older generation.
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