These Days, the Truly Wealthy Carry 'This' Instead of Designer Bags... Quiet Flexing Trend Emerges

Aman, Four Seasons Eco Bags Are Gaining Popularity

"Where You've Been" Becomes a New Status Symbol

Recently, among wealthy individuals, carrying eco bags featuring the logos of luxury hotels and resorts—rather than million-won designer bags—has become a new symbol of wealth. This phenomenon, known as “quiet flexing” (flex: subtly flaunting one’s financial means, possessions, or affluence), allows connoisseurs to discreetly express their taste and lifestyle through a hotel logo that only those in the know will recognize, as opposed to conspicuous designer branding.

Aman Tokyo's Eco Bag. Aman Tokyo Official Website

Among these, Aman, an ultra-luxury hotel and resort chain, is particularly attracting attention. Aman hotels are well known due to Jennie of BLACKPINK choosing the Amangiri Resort as her vacation spot after her world tour. Beyond accommodations, Aman operates a separate lifestyle brand called Aman Essentials, which offers fashion, beauty, and lifestyle items. Aman Essentials’ classic monogram tote is currently sold for $2,700 (approximately 3.7 million won), and the mini monogram tote is $2,300 (about 3.2 million won). There are also much more affordable options: Aman Tokyo’s original tote is officially priced at 9,900 yen (about 90,000 won). In addition, yukatas, bathrobes, bath salts, and teacups are sold as part of their lifestyle collection. Eco bags bearing the Four Seasons Hotels chain logo are also highly favored items among affluent consumers.

Limited Edition Eco Bag in Collaboration Between Shilla Seoul Hotel and Pastry Boutique Artist Yoonjung Bang. Shilla Seoul Hotel

Among domestic hotels, the eco bag from Shilla Hotel has maintained steady popularity. During the COVID-19 period, this bag sparked a sellout craze, and even now, new and sealed bags or those sold as part of a keyring set appear for sale on secondhand marketplaces at prices ranging from 30,000 to 60,000 won. Due to such popularity, some hotels now create and release limited edition or collaboration eco bags as special products.

Carrying a hotel eco bag serves as a marker that one has spent a significant amount of money on a hotel stay. Being able to spend a sum comparable to luxury designer goods—potentially tens of millions of won—for just a few days of leisure demonstrates a higher tier of purchasing power. In other words, “where you have been” becomes a stronger indicator of wealth than “what you own.” This is why a single eco bag from a luxury hotel is now regarded as a status item that distinguishes truly affluent individuals, more so than expensive designer bags.

Purchasing luxury goods allows buyers to recoup much of their expenditure through the resale (secondhand) market, and prices for certain popular items can even rise over time. However, at the most exclusive hotels, no matter how much is spent, only the “experience” remains. Because of this, carrying a luxury hotel eco bag has emerged as a new symbol of wealth—it subtly, yet unmistakably, signals one’s travel experiences, personal taste, and financial leisure.

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