Cute, Calm, and Completely Harmless: Why Korean Youth Love “Nothing Special”

Among Korean teens and twenty-somethings, a quiet but powerful trend is growing: the love for harmless content and ordinary happiness. Instead of loud, shocking, or competitive posts, young people are gravitating toward gentle videos of puppies, simple drawings, small desserts, cozy rooms, miniatures, reading, and slow daily routines. Another popular idea is enjoying “a very ordinary day” — finding joy in coffee, walking home, or watching the sunset.

Harmless & Healing
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Pets multiply in Korea.

Pet ownership in Korea has reached a record 15.46 million people (반려인), nearly 30% of the population.

Around 5.91 million households (가구) now have pets, mostly dogs (강아지) and cats (고양이). However, over 80% of pets are left home alone (혼자 집에 있음) for nearly 6 hours daily. This rise in pet culture (반려동물 문화) is changing how Koreans live and spend.

cars and dogs
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