"Even Casual Flings and Dating Feel Burdensome"...'Crush Recession' Sweeps Generation Z [The World is Z-Gold]

Generation Z Feels Burdened by Romance and Expressing Interest
Influence of SNS Culture and Dating App Fatigue
Prioritizing Personal Life Over Relationships in Korea Too

Editor's NoteGeneration Z (those born in the late 1990s to early 2010s) is attracting attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [The World is Z-Gold], we shed light on the lives and values of Generation Z around the world and explore how they are transforming society.

"I can't even remember the last time I liked someone."

A phenomenon known as the 'Crush Recession' is spreading among Generation Z in the United States. Whereas feelings of excitement and having a crush were once naturally experienced, these emotions are now perceived as emotionally exhausting and burdensome, fueling a growing tendency to avoid romantic relationships altogether. Factors such as economic anxiety, fatigue from dating apps, and social networking service (SNS) culture appear to be interacting in complex ways.

"Better not to like than to get hurt"...The Changing Dating Culture of Generation Z

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On June 4 (local time), U.S. lifestyle media outlet Real Simple highlighted the spread of the 'Crush Recession' among Generation Z. This term began to spread on SNS last year and refers to the growing emotional burden young people feel toward dating and expressing romantic interest.

The outlet explained, "Generation Z wants relationships and connections, but they tend to feel a significant emotional risk from the embarrassment of public rejection, exposure on SNS, and the potential for getting hurt that comes with dating," adding, "As a result, the very act of pursuing feelings for someone is increasingly seen as not worth it."

Julie Nguyen, a dating coach at the dating app Hily, cited SNS culture as a background for Generation Z's avoidance of crushes. She said, "In the past, feelings of interest could remain private, but now even a small crush can be easily exposed," adding, "This increases the risk of embarrassment or getting hurt in the process." She also noted, "Every date can become a topic in someone's group chat." In other words, whereas people could once quietly like someone and keep those feelings to themselves, now romantic interest and its expression are easily consumed in the online space, amplifying the emotional burden.

Psychologist Brittany Woolford explained that this phenomenon should be understood in a larger social context. She said, "When you consider that a crush ultimately leads to dating, which requires more emotional labor, many feel that the reward is not worth the emotional rollercoaster." For young adults already coping with student loans, job market difficulties, and economic instability, dating can be perceived as yet another source of emotional exhaustion.

Additionally, some point out that fatigue from dating apps has played a role. The ease of meeting numerous potential partners has actually made it harder to become deeply invested in one person. Woolford said, "In an environment where you are constantly comparing so many people, it is difficult for one person to feel as special as before."

"My Life Matters More Than Love"...A Global 'Relationship Avoidance Phenomenon'

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Meanwhile, this phenomenon of avoiding romantic relationships is also appearing in countries outside the United States. In Japan, neologisms such as "herbivore men" and "dried fish women" have emerged to describe young people who show little interest in dating or marriage.

China, too, has responded to the deepening trend among young people to avoid marriage and childbirth. In April 2026, Chinese authorities announced plans to strengthen 'guidance on marriage and romantic relationships' and expand policies to facilitate child-rearing. The annual number of marriages in China peaked at 13,469,000 couples in 2013, then continued to decline. In 2024, it fell to 6,106,000 couples, marking the lowest figure in about 40 years. Local analysis points to factors such as rising youth unemployment, the burden of housing and child-rearing costs, and changing attitudes toward marriage and childbirth as independent influences.

In Korea as well, there is a growing tendency among young people to prioritize their personal lives over romantic relationships. According to a survey conducted by data consulting firm PMI in February 2025 targeting 1,000 unmarried men and women aged 20 to 49 nationwide, 71.7% of respondents said they were not currently in a relationship. By age group: 61.1% of those in their 20s, 72.6% of those in their 30s, and 81.5% of those in their 40s said they were not in a relationship. Notably, among respondents in their 20s, 29.8% said they had never experienced a romantic relationship, a relatively high percentage compared to other age groups.

The reasons for not dating were as follows: ▲"I don't feel the need or interest in dating" (37.8%) was the most common response, followed by ▲"I haven't met someone to date" (35.6%), ▲"I want to avoid the economic burden of dating and marriage" (16.5%), and ▲"Studies or work are more important" (8.9%).

This content was produced with the assistance of AI translation services.