I know how the mechanism works for them culturally and socially
I'm just surprised at how different it is from my culture
Even kids coming from rich family won't have luxury items.
It's in their DNA
parents can't risk their kid jumping off a building because they wouldn't buy their daughter the $3000 Dior bag than Haerin is advertising.
They won’t jump off a bridge because of that they will jump off a bridge because they study at school until like 10-11pm have 25 after schools they need to go too in a week and because their entire life is based off one rest score that if they failure they won’t be able to go to the 5-10 universities that mater here. That’s why Korean kids jump off buildings and shit. Not because they didn’t get the latest Dior bag
parents need to learn to be parents and not their child's friend (or atm)
parents need to learn to be parents and not their child's friend (or atm)
never truer spoken. If NJ decided not to accept the massive payout of a luxury brand ad, they’d be dragged by the same toxic people for being lame/nugu or something
(And the kids will still want a luxury handbag)
never truer spoken. If NJ decided not to accept the massive payout of a luxury brand ad, they’d be dragged by the same toxic people for being lame/nugu or something
(And the kids will still want a luxury handbag)
They should be advertising TOEFL books, not Dior handbags.
They should be advertising TOEFL books, not Dior handbags.
Genius idea
I thought it didn't make sense to hire minors to advertise luxury goods. But if those parents are buying it then I guess it works.
Korean are actually deep in credit card debt since all their previous government encourage spending with credit card to boast economy so now it would only get worst with these new ''get a Gucci bag or you are a loser'' trend happening there ...
In my region, if a 15 year old can afford luxury fashion that means they are filthy rich enough to be an influencer themselves. But in Korea, brands are making it seem like it's the norm. 
It’s actually an amazing financial strategy to promote New Jeans with luxury brands. Since, we already know SK is the top consumer of luxury brands.
I feel bad for any teen or young person growing up with the beast known as social media. I would just say don’t compare yourself! Yet, a logical response can’t solve an emotional problem.
are you fucking serious? if your kid threatens to jump off a building bc you won’t buy them some toy costing a whole house, you’ve failed as a parent. don’t divert the blame to others for your own failings lol take some accountability for once good god this is absurd.
you’ve always had some very deplorable takes on this website but this is a new level of dumb
Bullying is a serious issue in South Korea. Simplifying down to them just wanting to jump off because mommy said no it’s dumb asf also. I doubt it’s the parents causing such a strong emotional reaction they want to fucking die. Its the children there age mocking and bullying anyone that doesn’t have these luxury goods.
The article even quotes:
“Appearance and financial success can resonate more with consumers in South Korea than in most other countries,” analysts wrote in the report. Showcasing the reason behind why they are buying these bags stem from wanting to conform to the collective value they hold. That’s a cultural issue not solely parents fault.
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[theqoo] "JUST LIKE NEWJEANS"... FEMALE MIDDLE SCHOOL STUDENTS ARE BECOMING OBSESSED. PARENTS "SHOULD I BUY THEM ONE?", EMERGENCY STATE
bypannchoaApril 27, 2023
Global luxury brands have recently been using teenage K-pop idols as ambassadors and advertising models. In the past, they have chosen idols in their 20s, such as BLACKPINK's Jennie and Jisoo, but recently the age range has been lowered to teens. All members of NEWJEANS have been selected as ambassadors for Chanel, Dior, Gucci, Burberry, Saint Laurent, etc. The move is attributed to the fact that the age of luxury consumption is decreasing and the proportion of MZ consumers is expected to increase.
On the 27th, according to the industry, Dior recently appointed Haerin (17), a member of K-pop girl group NEWJEANS, as an ambassador for jewelry, fashion, and beauty. "NEWJEANS' Haerin will be the Global Ambassador for Dior Jewelry and the House Ambassador for Dior Fashion and Beauty," Dior and NEWJEANS' agency, Adore, said in a statement. "This bond strengthens our precious relationship with Haerin more than ever, and marks the beginning of an extraordinary journey between Dior and Haerin, who embodies creativity with elegance and daring," Dior said.
Previously, NEWJEANS' Hani was named ambassador of Gucci and Giorgio Armani Beauty, Hyein was named ambassador of Louis Vuitton, Danielle was named ambassador of Burberry and Saint Laurent Beauty, and Minji was named ambassador of Chanel Beauty, Fashion, Watches & Jewelry.
The successive appointment of teenage idols as ambassadors of luxury brands is likely due to the prospect that the MZ generation will become the main consumers of the luxury market. According to a recent CNBC broadcast, consulting firm Bain & Company reported in a recent report that "by 2030, Alpha Generation (born after 2010) and MZ Generation (Millennials + Generation Z) will account for 80% of the sales of high-end fashion brands worldwide," and that "they will become the mainstay of luxury consumption." In particular, Bain & Company analyzed that the age of luxury consumption is decreasing due to the influence of social networking services (SNS). Bain & Company also found that Generation Z (those born in the mid-1990s to early 2010s) and the subsequent "Alpha" generation (currently 13 years old or younger) will account for more than one-third of luxury spending by 2030.
According to the report, Gen Z'ers will make their first luxury purchase at around age 15, three to five years earlier than millennials. This is due to rising affluence, the proliferation of social media, and the ubiquity of online sales channels, which have made it easier to afford luxury goods.
Despite soaring inflation, subsequent interest rate hikes, and the economic downturn, sales of luxury fashion brands were unaffected last year, with global sales rising 22% year-on-year to €353 billion, according to Bain & Company. This year's sales are expected to increase by roughly 3 to 8 percent, although it depends on the resumption of economic activity in China after "zero Covid" and the economic situation in the U.S. and Europe.
original post: here
1. I really think that this is a problem... I wish that teen idols wouldn't become ambassador until they are adults
2. People in their 20-30's are the ones buying luxury items themselves and most of teens are just spending their parents' money... If kids continue to nag their parents to buy them luxury items, of course they will end up buying them just like the North Face padded jackets back then
3. I do think that it's problematic to have teenagers as luxury brand ambassadors
4. Nobody can claim that ambassadors don't have influence anymore. These companies are well aware and that's why they select those idols
5. Ah seeing it like this makes me realize why idols are the ones being ambassadors. It's freaking bad
6. Everything said here was true
7. NEWJEANS shouldn't be blamed here but the society
8. But that's their purpose... the parents must be having a hard time
9. That's right and that's the aim of all these ambassadorships
10. It's indeed an issue... It's like inciting teens to buy luxury items
as a teen, wtf are they going to do with those bags? like put their phones and their $10 allowance in there? I'm pretty sure that they're at school for most of their day so it doesn't really make sense to buy luxury bags when you can barely use it. plus a lot of teens are always losing things so it'd pretty much just be a waste of money. in my opinion, i don't really like luxury bags because they're a bit too adultish.
they should buy bags on shein smh they're so much more cuter 
Bullying is a serious issue in South Korea. Simplifying down to them just wanting to jump off because mommy said no it’s dumb asf also. I doubt it’s the parents causing such a strong emotional reaction they want to fucking die. Its the children there age mocking and bullying anyone that doesn’t have these luxury goods.
The article even quotes:
“Appearance and financial success can resonate more with consumers in South Korea than in most other countries,” analysts wrote in the report. Showcasing the reason behind why they are buying these bags stem from wanting to conform to the collective value they hold. That’s a cultural issue not solely parents fault.
and how much responsibilities do you think parents hold when their children subject themselves to be bullying victims, zero? that these kids have completely lost trust in the adults and authoritative figures in their life to the point that they’d rather continue being bullied than speaking up? that they hadn’t been equipped with preventive and defensive measures taught by their parents in the case they get bullied? do these kids’ parents shoulder zero percent of the blame in these situations in your mind, or what?
In case you couldn’t tell i absolutely think that people have failed as parents if their kids turn out to have been bullying victims. And make no mistake, i’m not victim-blaming the child. And it applies in every single country and environment, korea or otherwise. Just bc korea is notorious for its “culture” of bullying doesn’t mean korean parents get absolved of their responsibilities. Society has failed these kids, and so have their parents. End of
Some parents are weak minded imo and need to learn to say no to their child's whims and encourage them to buy it themselves or else they become spoilt and entitled.
P.S, I did this with my own daughter but that's because she was my only child and I had the money to spend on her for expensive items and wanted to. Now, she has a job and buys for herself.
never truer spoken. If NJ decided not to accept the massive payout of a luxury brand ad, they’d be dragged by the same toxic people for being lame/nugu or something
(And the kids will still want a luxury handbag)
it's the same regardless of whether it's luxury handbags or any other item
hell I go to the store and my son wants transformers or marvel or legos or whatever other toys catch his fancy and it's up to me to stay NO!!! When he gets other it might be electronics like handheld games or a console or even luxury goods but I ain't just gonna give it to him freely
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