A Nation of Types: Why South Koreans Are Hooked on Personality Tests

Exploring My Personality with MBTI ( Image from Wikipedia)

SEOUL, July 9 (Korea Bizwire) — From MBTI to TCI, and from hormone-based typologies to the Big Five, South Korea is in the throes of a personality test boom — a cultural phenomenon that blends pop psychology with digital convenience and reflects deeper social trends in how young people relate to themselves and others.

What began with the popularization of the Myers-Briggs Type Indicator (MBTI) around the end of 2019 has evolved into a viral ecosystem of personality quizzes on social media. Many tests now carry cryptic names like “Tetomen” and “Estrowomen,” or tap into more established psychological models like HSP (Highly Sensitive Person) and the Big Five personality traits.

While the global appeal of personality typing is well known, researchers say the trend has gained exceptional traction in South Korea, where personality tests have begun to replace once-popular questions like “What’s your blood type?” as a shorthand for understanding others.

“South Koreans tend to have a strong drive to compare themselves with others,” said Kim Su-an, a psychology professor at Seoul National University. “Typologies allow for quick, low-effort assessments of people, which explains their popularity.”

From MBTI to TCI, Personality Typing Booms in South Korea (Image: ChatGPT)

The latest wave centers around the TCI (Temperament and Character Inventory), a clinical tool designed to evaluate innate temperament and acquired character traits. The test went viral in May after a tweet promoting TCI over tarot and fortune-telling garnered 3.46 million views and thousands of shares.

Though scientifically validated, TCI is intended for use by clinical professionals. “It’s a legitimate psychological instrument with proven reliability,” said Kim. “But its complexity also makes it easy to misinterpret, especially when taken without expert guidance.”

Despite the risks, personality assessments are increasingly used as social tools. MBTI types are routinely included in online profiles, including Naver’s official people directory. HSP and hormone-based tests — which assign traits based on perceived dominance of testosterone or estrogen — have also gained traction, fueled by celebrities and influencers.

The Big Five, long recognized by psychologists, has also seen a surge in interest. Unlike more binary tests, it measures personality on a spectrum of five traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

“Young people, facing uncertainty in human relationships, may find reassurance in tests that seem to offer clarity about themselves and others,” said Kwak Keum-joo, professor emeritus of psychology at Seoul National University.

Still, experts caution against overreliance on such tools. While some tests, like the Big Five and TCI, are backed by research, many viral quizzes lack scientific grounding.

“There’s a danger when people begin using these tools not just to understand others, but to label or judge them,” Kim warned. “Even traits like introversion aren’t absolute — having more introverted tendencies doesn’t mean you lack extroverted qualities.”

As the personality test craze continues to evolve, psychologists are calling for greater public awareness — not to dampen curiosity, but to encourage more thoughtful and informed use of these increasingly ubiquitous tools.

Lina Jang (linajang@koreabizwire.com)