Regardless of where the Aboha trend originated, the important thing is that the attitude of feeling proud of oneself for having spent a peaceful day holds meaning. In modern society, where every day is a struggle, the attitude of people these days who feel proud of having lived today to the fullest, even if it does not necessarily lead to happiness, leaves a significant impression as we start 2025. May 2025 be a year that cherishes very ordinary days, and may our 2025 be safe and harmless. JiHye Choi, Research Fellow at Seoul National University Consumer Trend Analysis Center
Backlash Against Flaunting Happiness
Emergence of Trends Focusing on Oneself
Attention on Ordinary Daily Life and Positive Thinking
Implications for Changing Discourse on Happiness
A daily life that is neither too happy nor too unhappy. The value of a calm, uneventful, and peaceful day is being reexamined. The attitude of pursuing consumption that is neither excessive nor lacking, simply embracing an ordinary day, is called "Aboha," an abbreviation for "Aju Botongui Haru" (a very ordinary day). Let's take a look at people who believe that a harmless, uneventful day is enough, even if it's not an extraordinary happiness or a huge success.
Most notably, consumption trends are shifting from showing off to others to focusing on oneself. Recently, sales of premium toothpaste have been on the rise. According to Olive Young, sales in the toothpaste category grew by 45% in 2023 compared to the previous year. The pleasure derived from premium toothpaste is a very private joy, unlike expensive bags or lipsticks that are visible to others. This indicates that "consumption focused on oneself" is spreading rather than consumption for display.
In the field of exercise, interest is shifting from "stylish" sports like golf or tennis, which were once all the rage, to more enduring activities such as running and hiking. According to Lotte Members' analysis of transaction data from January to October 2023, spending on golf (-4%) and tennis (-15%) equipment and apparel decreased, while spending on running (13%) and hiking (11%) related products increased. By age group, people in their 20s (23%) and 30s (7%) showed the highest growth in sports equipment purchases. The commonality between golf and tennis is that the sportswear is flashy and attractive, making them ideal for taking stylish photos to upload to social networking services (SNS). In contrast, running and hiking do not require flashy fashion or gear. They are sports that allow you to focus solely on yourself, making them closer to #Aboha-style hobbies.
Secondly, ordinary daily life is gaining attention. According to social analysis by Konan Technology, online mentions of "uneventful," "ordinary," and "normal" have been gradually increasing over the past two years, with notable associated keywords. Family members such as "family," "parents," "children," "husband," simple meals like "meat" and "rice," and everyday activities like "YouTube" and "Netflix" have emerged as representative related words.
In the content sector as well, videos depicting uneventful daily life are experiencing significant growth. A representative example is "Insaeng Nogeum Jung" ("Recording Life"), a channel that has grown rapidly since its launch in January 2024. What makes this channel impressive is the lack of anything particularly impressive. All the main content consists of black box audio recordings of conversations between a married couple. There is no special theme. Most of the content is trivial conversations between the couple while driving, or them singing songs back and forth. There is no attractive background music. Only ambient noises like dishes clattering or the sound of eating snacks are heard. Nevertheless, people are drawn to the real daily life of this ordinary couple. The fact that such plain content is gaining popularity on YouTube, where sensational content is everywhere, shows that many people are interested in ordinary daily life, even if it is not a special moment.
Similar cases are observed in Japan, where there is a strong tendency to prefer quiet continuity over dramatic change. Analyst Jung Heesun, author of "Tokyo Retail Trend," highlights that young people in their 20s in Japan are now seeking out "neighborhood public bath saunas." Instead of cafes with impressive interiors or hot springs with neat open-air baths, it is notable that young people in Japan are visiting neighborhood public bath saunas, which are usually frequented by older adults.
Finally, the growing popularity of positive thinking can also be seen as an extension of the attitude of valuing an ordinary day. Recently, the humor of living with an "idol mindset" to cope with the hardships of real life has become popular. For example, one graduate student endures the difficulties of graduate school by thinking, "I am a trainee becoming an idol under my advisor, who is like the CEO." "If Jennie endured eight years as a trainee, can't I endure my degree period?" This is a kind of "mental victory."
Aboha suggests that the discourse on happiness in Korean society is changing. There is a growing attitude of affirming a peaceful, uneventful day, moving away from the obsession with grand achievements or the compulsion to be happy. The cause of this attitude can be traced to socioeconomic structures. Aboha reflects the frustration of the current generation, who feel that no matter how hard they try, they are unlikely to become happier than they are now. When it becomes difficult to dream about the future, people tend to focus on the present. The current Korean market is not only experiencing a significant slowdown in growth due to various domestic and international issues, but it is also mired in uncertainty about the future. Thus, it is only natural that trends are shifting toward focusing on the present rather than setting grand goals and striving for them.
IndexChoi Jihye's Trend 2025
- The Value of 'Aboha', Neither Too Happy Nor Too Unhappy
