"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

The term 'Hyunbaek Core,' combining 'Hyunbaek' (an abbreviation for Hyundai Department Store) with 'core,' referring to a specific mood or style, has emerged as a new fashion buzzword. It refers to a style that seeks an understated luxury, showing off natural affluence rather than overt spending.

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

The Mood of a Wealthy Daughter Who Seems Indifferent with Nothing Left to Buy at the Department Store

On October 1, social networking services (SNS) were abuzz with posts describing Hyunbaek Core as “the mood of a wealthy daughter who goes shopping at a department store, but has become indifferent because there's nothing left for her to purchase.” Instagram fashion magazines identified this style by its subtly luxurious touch—looking effortlessly chic, without the appearance of being meticulously put together. The key is to project an aura of ease, as if you are not chasing after money, rather than appearing overly glamorous.

One user explained the origin of the name Hyunbaek Core by saying, “At Hyunbaek, you’ll often find a mother and daughter shopping; the daughter looks uninterested, while the mother is eager to enjoy the outing together. That’s the essence of this core.” The user added, “By wearing high-quality clothes, the impression of being a wealthy daughter is much stronger than the youthful freshness of age.” They also remarked, “The signature nonchalance and indifference come off as charisma, so even with a youthful face, you can naturally pull off expensive and daring clothes like animal prints 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 styling tips for this look are concrete as well. Makeup is done lightly, as if you've only stepped out briefly from home rather than putting in much effort. Subtle luxury is expressed through fabrics and silhouettes, rather than color. For jewelry, choose small, classic designs over large, flashy pieces. The off-duty fashion of actresses Moon Gayoung and Ko Yoonjung are frequently cited as reference images—they consistently showcase calm yet refined styles that look elegant without being overly adorned.

Part of the “Core” Trend… Character-Inspired “Hanyuju Core” Also Popular

Hyunbaek Core is part of the rapidly growing “core” trend of the past few years. Examples include “Ballet Core,” which incorporates ballet ribbons and leg warmers into everyday wear; “Gorpcore,” which features hiking and camping gear worn as casual outfits; and “Blokecore,” where soccer jerseys serve as fashion items. There's also “Grandma Core,” characterized by vintage knits, skirts, and polka dot patterns reminiscent of clothes from a grandmother’s wardrobe.

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

Sometimes, a particular character or vibe from a work gains momentum as a trend. For instance, “Hanyuju Core” reinterprets the style of the character Han Yujoo—played by actress Chae Jung-an in the 2007 MBC drama “Coffee Prince 1st Shop.” This style is defined by the pairing of wardrobe basics such as shirts, blouses, and midi skirts with muted color palettes and natural makeup. In June, when Chae Jung-an posted photos of herself recreating Han Yujoo’s style on her SNS, her understated and mature look drew attention as the so-called “grown woman” style.

However, some reactions to Hyunbaek Core express fatigue. Users commented, “It's one thing to like a luxurious vibe, but do we really need to associate it with department stores and the rich daughter image?” and “Is trying to look rich now a new beauty ideal?” Critics point out that suggesting an entire “atmosphere of affluent living” originating from one’s economic background—as a style to emulate—goes too far.

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