Creating a rich heiress facade to escape pressure

Many young Koreans pursue the "Hyunbaek core" fashion style, mimicking the elite, to escape difficult realities as career advancement opportunities narrow.

"Hyunbaek core" is a fashion concept derived from the abbreviation of Hyundai Department Store and "core" (style). This trend portrays young women emerging from department stores with an elegant look, unconcerned about prices. It follows the "quiet luxury" trend, where wearers display financial capability through materials such as silk, knit wool, or cashmere, rather than overt logos.

This trend originated from an increasing number of customers aged 20 to 30 visiting Hyundai Department Store in Seoul. Statistics from The Hyundai Seoul show that the proportion of customers in this age group rose from 37% in 2020 to 46,7% in the first nine months of this year. Analysts note that this retailer is becoming a symbol of the elite.

This fashion trend reflects the fatigue among young Koreans as improving social status through labor becomes difficult. Professor Lee Jun-young of Sangmyung University stated that self-made success stories have lost appeal, giving way to a desire for inherited wealth. Professor Lee Eun-hee from Inha University added that consumers use expensive products to identify with the upper class, reflecting narrowing opportunities for advancement.

A report published by the Korea Institute for Health and Social Affairs in 2/2026, based on a survey of 3,000 adults, revealed that 43,4% of respondents believe parents' financial ability and status determine children's success. Other factors cited were: job quality (17,3%), place of residence (13,6%), and social relationships (10,6%).

Data from the National Data Bureau further indicates a decline in belief in the upward mobility of future generations. A significant 68% of survey participants affirmed that parental support directly impacts children's social standing, while only 0,7% disagreed.

The Korea Social Security Report highlights that young people attribute poverty to structural issues, such as educational opportunities and labor market disparities. Citizens are urging the government to restore fairness in recruitment, control tutoring costs, and narrow housing price gaps to re-establish opportunities for the younger generation.