This brief was about making a publication representing the current society/era.
Item 1: Lucky girl syndrome
“I was astonished by the realisation that people don’t consider the factor of ‘effort’ as important as they used to. In search of whether there was societal phenomenon reflecting this, I stumbled upon a TikTok trend called the ‘Lucky Girl Syndrome.’ This trend, where many girls believe they can achieve everything just by manifesting ‘I’m the luckiest girl in the world!’ couple of times a day without any effort. It was shocking due to the significant number of girls who genuinely believe in it and follow it.”
Item 2: Hexagonal human 육각형 인간
“육각형 인간’ is one of the buzzwords widely used in Korea in 2023, meaning ‘Hexagonal Human.’ It refers to an individual in a hexagon-shaped graph where each axis is fully filled, signifying a ‘perfect person.’ One of the things that caught my attention on this topic is how people nowadays greatly desire things they acquire effortlessly through innate qualities (such as appearance, family background, parents' wealth, etc.). There was a significant difference from traditional perfectionism in that people tend to think that people who are born into wealth are cooler than those who earn a lot of money through effort.”
Item 3: Old money
“Old money’ is a term used to refer to individuals who come from generations of wealth. There is a trend where people imitate their fashion style. Even though everything you are wearing is high-end expensive clothes, there’s no need to brag about brand logos. Wearing luxury is something old money is accustomed to. This fashion style reveals people’s aspiration to innate elements like the previous two items”
