Kim Ran-do, a professor of consumer science at Seoul National University, speaks during a press conference held to promote his latest book, "Trend Korea 2025," in central Seoul, Wednesday. Courtesy of Miraebook By Park Han-sol The cover of "Trend Korea 2025" by Kim Ran-do et al. / Courtesy of Miraebook Several years ago, one buzzword took Korea’s younger generation by storm: “sohwakhaeng.
” Translated as “small but definite happiness,” it symbolized a refreshing escape, suggesting people find joy in simple pleasures amid a society weighed down by relentless competition, soaring housing prices and limited job prospects. However, over time, the pursuit of these everyday delights began to stray from its original intent. “Among young people, ‘sohwakhaeng’ gradually became something to subtly show off — photos of small luxury items, a one-time omakase dinner or a quick trip to Tokyo, often tagged with #smalljoys,” Kim Ran-do, a professor of consumer science at Seoul National University (SNU), said, Wednesday.
“As a result, we’re witnessing the rise of a new trend: ‘happiness fatigue.’ Many are now struggling with the pressure to constantly feel — and prove — that they are happy with ‘the little things in life.’ They want to break free from the burden of having to display their happiness.
” The professor went on to describe this shifting mindset as the pursuit of a “very ordinary day,” where nothing exceptional ever happens. This attitude ide.