"Nothing Left to Buy, Feeling Indifferent"... 'Rich Daughter' Vibe in Department Stores with 'Hyunbaek Core'

A New Fashion Buzzword That Combines Hyundai Department Store and 'Core'
Subtle Sophistication That Looks Effortless Yet Polished
Trend of Emulating Affluent Vibes Draws Mixed Reactions

'Hyunbaek Core', a new fashion buzzword, has emerged by combining 'Hyunbaek'—a shortened form of Hyundai Department Store—with 'core', which denotes a particular vibe or style. This style pursues a sense of understated luxury, where financial comfort is evident but not flaunted.

Actress Moon Gayoung, recognized as a celebrity embodying the 'Hyunbaek Core' mood. Instagram

Indifferent Rich Daughter Vibe: Unimpressed Even at the Department Store

On October 1, social networking services (SNS) saw a flurry of posts introducing 'Hyunbaek Core' as “the vibe of a wealthy daughter who, despite coming out to shop at the department store, seems indifferent because there’s nothing left to buy.” Fashion magazines on Instagram describe this style as characterized by a subtly luxurious look that appears effortlessly put together. The key is to exude an air of leisure, as if one is not chased by money, rather than to emphasize extravagance.

One netizen explained the origin of the term 'Hyunbaek Core', saying, “When you go to Hyunbaek, it feels like a mother and daughter went shopping; the daughter looks uninterested, while the mother wants to enjoy the outing together. That’s the essence of this core vibe.” The post further stated, “Wearing high-quality clothes evokes more of a privileged-daughter feel than a youthful innocence,” and added, “This distinctive nonchalance and indifference come across as charisma, allowing even a youthful face to stylishly pull off complicated, expensive pieces like leopard print or fur.”

One netizen described Hyunbaek Core as "A mother and daughter went shopping; the daughter looks indifferent while the mother seems eager to enjoy the outing together." Image of actress Ko Yoonjung to aid in understanding the article. Instagram

The methods for embodying this style are specific. Makeup is kept very light, as though stepping out briefly. High-end fabrics and refined silhouettes are preferred over colorful tones to subtly suggest luxury. For jewelry, small and classic pieces are chosen over large or flashy ones. The off-duty looks of actresses Moon Gayoung and Ko Yoonjung are often cited as prime examples. Their calm yet sophisticated styles exude luxury without a sense of overstyling.

Part of the “Core” Trend... ‘Hanyuju Core’ Named After a Character Is Also Popular

Hyunbaek Core is an extension of the rapid spread of “core” trends in recent years. Some representative examples are 'Ballet Core,' which uses elements like ribbons or leg warmers from ballet wear in everyday outfits; 'Gorpcore,' which incorporates hiking and camping gear into daily wear; and 'Bloccore,' which turns soccer jerseys into fashion items. There’s also 'Grandma Core,' characterized by vintage knits, skirts, and dot patterns, reminiscent of something straight from a grandmother’s closet.

The fashion style called 'Hanyuju Core,' inspired by the character Han Yujoo from the drama 'Coffee Prince 1st Shop,' became trendy. MBC

Sometimes, the vibe or style of a particular person or a work of fiction becomes a trend. ‘Hanyuju Core’, for instance, was inspired by the style of Han Yujoo—played by actress Chae Jungan—in the 2007 MBC drama 'Coffee Prince 1st Shop.' This style is marked by combining basic items such as shirts, blouses, and midi skirts with muted color palettes and natural makeup. In June, Chae Jungan shared photos on her own social media recreating Han Yujoo's style, showcasing a composed, mature look that reflects the so-called “grown woman” style.

Meanwhile, some people have voiced fatigue over Hyunbaek Core. Netizens commented, “I can understand liking a luxurious vibe, but does it really have to be attached to department stores and the image of a rich daughter?” and “Is trying to look wealthy now considered a form of beauty?” These responses reflect concerns that suggesting the mood of affluence based on economic background, not just clothing, has become excessive as a fashion statement.

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