There are also more than 2,800 posts about ‘grandma looks’ on Instagram. (Yonhap)
SEOUL, Dec. 28 (Korea Bizwire) — ‘Grandma style’ is becoming a new trend among millennials.
The so-called ‘halmennial,’ a new term that combines a Korean expression for ‘grandma’ with millennial, is becoming a new keyword of the generation as they become more intrigued by the retro style of life.
Searching for the term ‘grandma food’ in Korean delivers more than 24,000 posts on Instagram.
Food using black sesame, green tea leaves, and mugwort, and other recipes known to be popular among seniors are being posted online.
There are also more than 2,800 posts about ‘grandma looks’ on Instagram that involve wearing cardigan sweaters and long, wrinkled skirts that ‘grandmas’ would wear. It resembles the Granny look, once trendy in the fashion world.
Millennials obsessed with Grandma style communicate with other retro enthusiasts online talking about the ‘good old days,’ prized possessions, or old cartoon characters.
Experts argue that the coronavirus, and the ensuing economic recession, has caused the new trend to go viral, making an impact on both food and fashion among millennials.
“The unending spread of COVID-19 is leading many 20 year-olds to lose hope about future prospects,” said Seo Yong-gu, a professor of business administration at Sookmyung Women’s University.
“Millennials, stricken by the harsh reality, are turning back to old memories to find comfort,” he added. “This is also the reason why many businesses are coming up with products aimed to conjure up nostalgia among consumers.”
H. M. Kang (hmkang@koreabizwire.com)
