Yonhap Feature) Once flamboyant S. Korean generation takes frugal turn amid

(By Shin Hae-in
SEOUL, June 16 (Yonhap) -- South Korea's "Orange Tribe," a term used to refer to
the dissolute children of well-heeled families, were often frowned upon by
conservative society for their free-wheeling lifestyles and ostentation.
Dominating Seoul's wealthier neighborhoods through the 1990s, these youngsters
rioted away their parents' money on drinking and clubbing and wrapping themselves
in high quality brands. While no one can say for certain where the term "orange"
originated from, most sociologists believe it was coined to reflect the
similarities between the garish youngsters and the juicy tropical fruit then
relatively expensive in South Korea.
Now in their 30s and 40s, and most having become parents themselves, the
notorious assemblage has come back under the label "Neo-Orange Tribe." But the
clan is showing quite the opposite traits -- far more frugal and composed -- from
a decade ago.
Orange, this time, is an expression linking the first letters of "Oven family,
Rest in nest, All-round-wear, Network, Good father and Eco-friendly," recent
characteristics of nuclear South Korean families apparently feeling the pinch of
the ongoing global economic downturn.
These families eat at home, prefer traveling within the country, favor practical
clothes, put importance on communicating with people for new information, believe
fathers should know how to cook and spend more time with kids, and are interested
in organic health food.
"Many people are feeling the pinch, but younger moms and dads have been hit the
hardest by the downturn, with their income and investment plans destabilized,"
said Chung Ji-young, a marketing official at Hyundai Department Store, which
first created the term. "The Neo-Orange Tribe knows how to enjoy life while
spending less money and treasures time spent at home with the family."
Lee Jung-min, a father of two girls, jokingly calls himself a "comeback Orange."
"I'm a bit ashamed to admit it, but yes, I was the first generation of the Orange
Tribe in Apgujeongdong (southern Seoul), showing off flashy cars to girls," said
the 34-year-old office worker at Samsung Electronics.
Lee says he belongs to the "lucky generation," growing up during the country's
most prosperous era since the division of the two Koreas in early 1950s.
"We did not have the worries of war, poverty or democratization that troubled our
parents and older siblings. I spent money like water until the Asian financial
meltdown hit my father's business in 1997," he said. "That taught me a lesson."
Lee, married for five years to a colleague from his company, one of the
best-paying domestic firms, has now taken up quite different habits. His family
rarely eats out and mostly cooks meals at home (Oven family), cut back on
overseas traveling (Rest in nest) and he has been taking cooking lessons and
makes a point of spending more time with his children (Good father).
"It's not just about spending less money. It's also about spending more time with
your family and loving them," Lee said. "More people, especially dads like me,
are realizing the importance and the value of families during the difficult
times."
South Korea, Asia's fourth-largest economy, can boast stellar economic
development in a very short period of time. As the country underwent rapid
modernization and industrialization, people were overtaken by a mass consumer
culture rampant throughout the late 1990s.
Spending soared even among those who couldn't afford it. To prevent the nation's
snowballing credit card debt, the government went as far as banning young people
under 20 and workers with less than one year on the job from getting credit cards
in the 90s.
But like Lee, a growing number of young South Koreans -- even the relatively
well-off ones -- are choosing to spend time at home with their families, instead
of at posh restaurants or at flashy vacation resorts.
"People feel this downturn could be very bad," said Lee Yoon-ki, a researcher at
the Korea Social Research Center. "The economic slump is directly affecting
families with dads losing jobs, wives delaying having children. Some are going as
far as committing suicide. This is a moment when people are really learning the
importance of reorganizing their spending habits and closely connecting with
family members."
"It is interesting how the term 'Orange' is now used to describe a completely
opposite trend," Lee added.
Sales of groceries and home cooking devices increased by 13 and 11 percent in May
this year, respectively, compared to the same period last year, while sales of
accessories, cosmetics and clothing fell sharply, according to Hyundai Department
Store, the country's third-largest department store chain.
The store also saw a surge in the number of students at its culture centers, and
the most noticeable was the increased number of young men taking cooking and
childcare classes.
Oh Eun-hwan has been taking cooking lessons at a public institution since April
after his wife got a job.
"My wife has been teaching English to high school students at a private academy
quite far from my house. It was an inevitable choice after my salary was
reduced," the 33-year-old computer programmer said. "She now barely has time for
homemaking so I have to help out with cooking, cleaning, taking care of the baby
and also managing finances."
Although he isn't completely happy about the changes, Oh said the circumstances
brought the family closer together.
"Frankly, I could never understand what my wife was so stressed out about. I
always thought earning money was more difficult," he said. "Now I understand her
and feel as though I owe her a lot of things."
Jeong Hyun-min, a mother of a nine-year-old son, agreed that the economic slump
has helped bring her family closer.
"Because we can't afford to travel overseas each year, the three of us often pack
lunch and go on a picnic somewhere not that far from Seoul," she said. "I
realized how much fun it is just to be around my family even if we can't afford
to go somewhere posh and exotic."
Lee of the Korea Social Research Center called such new family traits "one of the
few good things" to come out of the economic crisis that drove South Korea to the
edge of recession.
"Spending more time at home and switching roles between husbands and wives helped
much in improving the relationship among family members and help them endure the
difficult times together," he said.
hayney@yna.co.kr
(END)