Ji Seung-ryeol, 41, has always taken pride in his fashion sense, sharing mirror selfies on Instagram to showcase his Nike Air Jordans and Stüssy T-shirts. But recently, he discovered that men his age are being ridiculed online for adopting styles associated with younger generations.
AI-generated caricatures of middle-aged men in streetwear, dubbed “Young 40s”, have gone viral. In Gen Z slang, these are men “trying too hard to look young,” often linked to iPhones and other symbols of modern youth.
The Rise of the “Young 40” Meme
Once celebrated as trendsetters, men in their 40s are now subjects of mockery online. Research by Gallup shows Apple’s iPhone market share fell among Gen Z but rose among people in their 40s, reflecting generational shifts in technology adoption.
South Korea’s rigid social hierarchy, where age dictates interaction, amplifies the cultural tension. Younger generations increasingly reject forced deference to elders, and social media accelerates cross-generational mixing.
From Marketing Term to Meme
Originally, the term “Young 40” described middle-aged consumers with youthful sensibilities: tech-savvy, active, and health-conscious. Now, the label has taken a sardonic turn, with more than 100,000 online mentions in the past year, many in negative contexts.
An offshoot, “Sweet Young 40”, mocks middle-aged men who pursue younger women. Psychologists say the memes reflect frustration from Gen Z, who face soaring housing costs and competitive job markets, viewing “Young 40s” as symbols of privilege.
Caught Between Generations
Ji, and others in their early 40s, describe feeling sandwiched between the strict, hierarchical older generation and the questioning, informal younger generation. Once a badge of honor, straddling generations now comes with self-consciousness.
“As you get older, longing for youth is natural,” says Kang, another 41-year-old. “Wanting to look young is something every generation shares.”
The “Young 40” trend highlights both generational tension and the universal desire to retain a sense of youth in middle age.
