What is ‘newstalgia’ and why are young Koreans obsessed with it?
28 Nov 2023
What is ‘newstalgia’ and why are young Koreans obsessed with it?

Gen MZ drives consumer culture in Korea, and their love of all things ‘newstalgia’ (or ‘newtro,’ as the Korean media call it) has inspired trends since 2018. With global and local brands cashing in on their love for newstalgia, what strategies can help stand out in a rapidly saturated trendscape?

Tamar Herman

Tamar Herman is a New York City-based journalist specialising in K-pop with a focus on the Korean pop culture market and its trends. She has bylines in SCMP, Forbes, Variety, and Harper’s Bazaar Singapore and is the author of the book BTS: Blood, Sweat, and Tears.

Shin Sohyun

Shin Sohyun is the CEO of OIMU, a Seoul-based lifestyle brand and design studio that creates products and projects by connecting elements of traditional Korean culture with contemporary aesthetics.

Hallie Bradley

Hallie Bradley is a Seoul-based marketing copywriter, trends reporter, and writer who has worked with brands including LG and Samsung. She is the founder of The Soul of Seoul and has been featured on CNN, BBC, and the Samantha Brown Show.

Kayti Burt

Kayti Burt is a freelance writer with bylines in TIME, Rolling Stone, the LA Times, Teen Vogue, and Vulture. She specialises in the rise of non-English-language culture in the West and globally.