Grandma's Accessory Gets a Glamorous Makeover... 'Binyeo' Makes a Comeback on Social Media

Young Consumers Seek Individuality in Traditional Markets
Styling Videos Gain Popularity on Social Media

Once considered an accessory of mothers’ and grandmothers’ generations, the binyeo is gaining attention as a new fashion item among people in their 20s and 30s. After young people searched traditional markets for distinctive jade rings, their interest has now shifted to binyeo. In particular, hairstyles featuring binyeo have become popular on social media, drawing young consumers to Dongdaemun Market in Seoul to buy them in person.

Once considered an accessory worn by mothers' and grandmothers' generations, the binyeo is gaining attention as a new fashion item among people in their 20s and 30s. Yonhap News Agency

On October 19, Yonhap News Agency reported that videos showing updo hairstyles using binyeo were attracting attention on social media platforms such as Instagram and TikTok.

A video of a Dongdaemun Market vendor putting up a customer's hair and securing it with a binyeo went viral, garnering more than 1.6 million views. Other videos offering simple how-to tips, such as “How to put in a binyeo that never comes loose” and “A 20-second binyeo tip for work and gatherings,” have also recorded tens of thousands to hundreds of thousands of views. As the trend spread by word of mouth on social media, more consumers began visiting stores in person.

Binyeo Draws Attention for Its Design and Practicality

Young people have recently been choosing binyeo less out of interest in traditional culture than for their design and practicality. The products that have recently become popular among young consumers are somewhat different from traditional straight hairpins. One prominent example is the U-shaped hairpin with two prongs, similar to products used for the “French bun” updo popular in the West.

The binyeo craze has also translated into increased sales. An owner of an accessories store in Dongdaemun Market said sales of binyeo had risen by about 30% since a related video was posted on Instagram. “Customers who had not bought one because they didn't know how to use it say they learned how from social media,” the owner said. “Many young customers come in specifically to look for binyeo.” The owner added, “When I do their hair in the store, almost all of them buy one.” The trend is seen as reflecting not only a renewed interest in an accessory from the past but also changing consumption habits among younger generations.

Binyeo styling videos posted on Instagram. YouTube

Previously, a trend had drawn attention among people in their 20s and 30s: visiting traditional markets to find and buy vintage accessories such as jade rings. The appeal lies in the process of discovering items that express one's own taste and individuality, rather than choosing standardized products from major brands. As browsing for goods in traditional markets has itself become a form of play and an experience, a consumer culture that gives old objects new value is spreading.

“When we analyzed dating-related keywords using big data, Dongmyo had overtaken Seongsu,” said Choi Jihye, a research fellow at Seoul National University's Consumer Trend Analysis Center. “For young people, searching for a treasure that suits their taste in a market full of goods seems to be a game in itself.” She added, “The fact that the style creates a Western, ‘girlish’ mood while being described using the familiar name binyeo is what makes it feel hip to younger generations.”

Combining Traditional Elements with Modern Fashion Creates New Consumer Value

This shows how traditional elements are being combined with modern fashion to create new consumer value. Lee Eunhee, an emeritus professor in the Department of Consumer Studies at Inha University, also described the phenomenon as a modern reinterpretation of tradition. “If someone tries a style on social media and it looks good, others try it too, and sellers see that and make their own versions,” she said. “In effect, everyone is a prosumer, or productive consumer.”

It is also worth noting that the U-shaped hairpins recently in fashion are not necessarily the same accessories as traditional binyeo. Although they differ in shape and use, consumers have embraced them under the familiar name binyeo, creating a new trend that combines traditional imagery with modern style.

Online, interest in the design and practicality of binyeo is expected to continue. Their appeal lies in the way they can tidy up one's hair while creating a distinctive look, though some people may find them difficult to use depending on factors such as hair length and thickness. As traditional accessories are reimagined as everyday fashion items for younger generations, attention is turning to whether the binyeo craze, following the popularity of jade rings, will become a new consumer culture rather than a passing trend.

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