Young Generation Emerges as Main Producer and Customer of New Culture

Why are they so indulged in spending? For the young generation of 10s and 20s, buying merchandise has greater significance than other generations.

“Young people flocks together identifying themselves as a same group if they possess the same goods,” Jeon Hyo-kwan said; He has a Ph. D degree in sociology and he is now the vice-director of the `Lets Do it Center`, a teenager vocational training center.

Purchasing particular products for the young generation is a code for identifying themselves and is also a way of expressing themselves, Lee Dong-hyun, the director of the Culture and Society Research Institute, said.

“Young people in their 10s and 20s have greater desire for expressing themselves than other generations since they have been living well materially. However, in contrast, cultural infrastructure and space for them to express themselves hardly have increased. So this seems to lead them to have greater desire for spending” Lee said.

“Young generations express their desire through spending and adults support them. Nowadays, consumption culture of the teenagers have become one of independent but mainstream culture in our society,” said Hwang Sang-min, a psychology professor from Yonsei University