Why young Koreans are embracing the 'rich girl' aesthetic

“The style of a rich girl who has nothing left to buy, even when she goes shopping at a department store.” That is how social media users have described “Hyunbaek core,” a new trend that has recently emerged among people in their 20s and 30s. The term combines “Hyunbaek,” a shortened name for Hyundai Department Store, with “core,” which refers to the defining concept or aesthetic of a style. The look evokes a wealthy young woman one might encounter at Hyundai Department Store, characterized by an air of indifference toward shopping and an understated yet distinctly luxurious aura. Hyunbaek core pursues quiet luxury, which subtly expresses economic ease through high-end materials like silk or cashmere rather than flaunting wealth with flashy designer logos. It seems similar to the existing "old money" trend — which sought a traditional upper-class vibe — but has some differences. While it emphasizes formality, Hyunbaek Core is marked by a much more relaxed, effortless aesthetic. Previous fashion trends, such as ballet core and poet core, have drawn inspiration from pa