45% of the 2050 Generation Fear "Will I Become a Kkondae Too?"

As the social atmosphere increasingly views "kkondae" negatively, about half of the 20s to 50s generation expressed fear of becoming a kkondae themselves.

Market research firm Embrain Trend Monitor announced the results of the "2023 Perception Survey on Kkondae," conducted online on the 9th with 1,000 male and female office workers aged 19 to 59 nationwide.

[Image provided by Embrain Trend Monitor]

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In this survey, respondents perceived the word "kkondae" very negatively. When asked about the images that come to mind with the word "kkondae" (multiple answers allowed), 62.0% answered "authoritarian," which was the most common response. Other answers included "stubborn (58.7%)," "unreasonable (53.7%)," and "likes to meddle (44.2%)."

Regarding characteristics associated with kkondae, responses included "giving advice or warnings that are unnecessary (57.8%)," "frequently saying 'young people these days' (50.7%)," and "often saying 'it's better than in the past' (49.5%)."

Also, when gauging kkondae tendencies, tone of voice (87.0%) was the main factor considered. Values (75.9%) and meddlesomeness (74.1%) were also mentioned. Age (29.2%) had a relatively low response rate, with 93.5% of respondents stating "not all older people are kkondae."

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There was also a perception that kkondae are problematic individuals within organizations. When asked about characteristics of people with strong kkondae tendencies in the workplace, 61.3% of respondents answered "expecting respect despite lacking ability." Other answers included "having strong confidence in their own opinions (50.8%)" and "judging right and wrong based on hierarchy (44.6%)."

Regarding the characteristic "disliking juniors who work more comfortably than themselves," agreement rates were higher among younger age groups. The agreement rates were 74.8% and 71.6% for those in their 20s and 30s, respectively, but relatively lower at 64.0% and 54.0% for those in their 40s and 50s.

Respondents also expressed fear of becoming a kkondae themselves. "I think I will become a kkondae someday (47.0%)" and "I am afraid of becoming a kkondae (44.8%)" were the main responses. As attitudes necessary to avoid becoming a kkondae, respondents said "acknowledging that my values could be wrong (56.0%)" and "having an attitude to correct mistakes (45.0%)" were important.

Embrain Trend Monitor explained, "In recent years, the word 'kkondae' has expanded in use with a negative meaning," adding, "there is a detectable atmosphere where people self-evaluate and censor whether they are kkondae or not."

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