Ajeo-chic? How middle-age became cool in the eyes of Korean youth

Korea Herald

20-03-2025

Korean term 'ajeossi' reborn as middle-aged men redefine 'cool' with unfiltered authenticity, mature personalities
Yoo Jae-hoon, 30, vividly remembers the first time he was called an "ajeossi."
"I was at a cafe when a little girl, maybe 4 or 5 years old, accidentally spilled her juice on my pants. Her mother turned to her and said, 'Say sorry to ajeossi.' I was still in my 20s, and I was so shocked to be called ajeossi that I barely even noticed the juice," Yoo recalled.
Typically used for middle-aged men, often married with children, the Korean term carries a connotation of being outdated and uncool — essentially the opposite of an eligible bachelor.
But that perception of ajeossi may soon be challenged by a new wave of "cool" ajeossi gaining a following.
Enter Choo Sung-hoon, a 49-year-old Korean-Japanese fighter and TV personality who is making waves on YouTube.
His channel, launched about three months ago, doesn't attempt to showcase the fierce fighter he once was. Instead, his profile photo features him in a pink spa headband, and his channel description proudly states, "I am ajossi" — the Korean title is intentionally misspelled.
It now boasts over a million subscribers and counting. His content is unpolished — he eats snacks from convenience stores, shows off his round chubby belly.
His videos consistently go viral, dominating YouTube's trending lists. In one video, he visits a small restaurant in Japan. Soon after, Korean tourists flock to the spot, and on his next visit, the owner has added a special menu item named after him in gratitude for the promotion.
The video that truly catapulted him to viral fame — garnering over 9.3 million views —was titled 'Choo Sung-hoon Living in a Rented Room in SHIHO's House.' Rather than tidying up for the camera, Choo let viewers see his home as it is: messy.
'He revealed his house without even cleaning up a little bit. It felt like he was just like, 'Oh? I have to film a YouTube video? Should I just do it at home?' and then did it,' read a comment with over 11,000 likes.
"This video will soon hit 10 million views. That means 1 in 5 people in Korea have visited Choo Sung-hoon's house," another commenter said.
Fans told The Korea Herald that his casual, unpretentious demeanor is precisely what makes his channel special.
'I always saw Choo Sung-hoon as a well-trained athlete, the dad of Sarang (Choo's daughter). But on YouTube, he's just an ajeossi — laid-back and a little chaotic. It's hilarious and makes him feel more relatable,' said Min Hye-won, 34.
'I only knew him as a fighter from 'Physical: 100', but on his YouTube channel, he's so down-to-earth and funny. He really feels like the ajeossi next door,' said Lee Eun-sun, 28.
And Choo isn't the only one exuding that 'ajeossi next door' appeal.
Last year, another YouTuber in his 40s, Chimchakman, surprised many with his pop-up event at Shinsegae Department Store. The event featured exclusive merchandise and a life-sized recreation of his streaming room, drawing fans eager to immerse themselves in his world.
The demand was undeniable. All 20,000 pre-booked tickets for the pop-up sold out almost instantly. Each day, fans waited up to 12 hours for on-site reservations.
According to a Shinsegae department store official, the pop-up attracted a broad demographic-- 10 percent were teenagers, 70 percent were in their 20s and 30s, and 20 percent were over 40.
A temporary Instagram account created just for the event even surpassed 24,000 followers.
Shinsegae spokesperson Do Young-gwang explained that Chimchakman's pop-up event was successful because of his devoted fan base — comparing the enthusiasm to Pokémon.
'We printed 40,000 photo cards in the initial batch, and they completely sold out. Usually, such high demand for photo cards is reserved for Pokemon or sports stars, but Chimchakman's fandom made it possible,' he said.
Much like Choo, Chimchakman's appeal lies in his unfiltered, unscripted personality.
'I like how he just says whatever comes to mind,' said Shim Seo-yeon, 35. 'He doesn't try to please people.'
Park Ju-young, 29, added, 'I started watching him in 2019. He's witty, but beyond that, he offers really interesting insights into social issues. Also, as a former webtoon artist, his imagination and perspective make you see things differently.'
Song Ji-hoon, 27, said, 'Lotteria (a fast-food chain) offered to sponsor his video after he ate a lot of their food on a livestream, but he turned it down. Chimchakman said he enjoys being able to speak honestly about what he eats. Not many influencers would reject a deal like that.'
Pop culture critic Kim Hern-sik agreed that the image of ajeossi is changing among younger generations.
'In the past, if someone was labeled an ajeossi, they were automatically considered uncool,' said Kim. 'But young people, particularly those in their teens and 20s, don't seem to think that way anymore.'
Kim pointed to a key factor driving the appeal of middle-aged YouTubers is their approachable, unpretentious demeanor.
'Take someone like Choo Sung-hoon, for example. Despite his image as a fighter, he has an unexpectedly human and pure side. That makes him more appealing to fans,' he said.
He also noted that Korean society lacks mentors, and middle-aged YouTubers are filling that gap.