Latest news with #Daechi
South China Morning Post
11-03-2025
- Entertainment
- South China Morning Post
The Korean tiger mum is called ‘Daechi mom' and she's been sent up brilliantly on YouTube
By Park Jin-hai Advertisement The 'Daechi mom', a figure obsessed with her child's education, has become a cultural phenomenon in Korean media. A seven-year-old preschooler effortlessly converses with native English speakers and aces maths tests that stump even Seoul National University undergraduates. This extraordinary child is the product of a Daechi mom, described as a woman sporting a high-end down jacket and a coveted designer bag, who shuttles children between after-school academies in the posh Daechi-dong neighbourhood in Gangnam district in southern Seoul, known as the mecca of private academies called hagwon. Parents wait outside a famous language academy in Daechi-dong, in Gangnam District in Seoul. Photo: captured from KBS's In-Depth 60 Minutes Comedian Lee Su-ji parodies this Daechi mom on her YouTube channel Hot Issue Ji. Lee has turned the character into an overnight sensation, igniting a cultural firestorm.
South China Morning Post
10-03-2025
- Entertainment
- South China Morning Post
Meet Korea's ‘Daechi mom', wealthy tiger mum parody viral on YouTube for accuracy
By Park Jin-hai Advertisement The 'Daechi mom', a figure obsessed with her child's education, has become a cultural phenomenon in Korean media. A seven-year-old preschooler effortlessly converses with native English speakers and aces math tests that stump even Seoul National University undergraduates. This extraordinary child is the product of a Daechi mom, described as a woman sporting a high-end down jacket and a coveted designer bag, who shuttles children between after-school academies in the posh Daechi-dong of Gangnam district in southern Seoul, known as the mecca of private academies called hagwon. Parents wait outside a famous language academy in Daechi-dong of Gangnam District in Seoul. Photo: captured from KBS's In-Depth 60 Minutes Comedian Lee Su-ji parodies this Daechi mom on her YouTube channel Hot Issue Ji. Lee has turned the character into an overnight sensation, igniting a cultural firestorm.
Korea Herald
13-02-2025
- Entertainment
- Korea Herald
'Daechi mom' parody hits home, sparks luxury coat sell-off in wealthy district
A viral parody by South Korean comedian Lee Soo-ji has unexpectedly triggered a wave of second-hand sales of winter jackets from a particular brand in one of Seoul's wealthiest districts. Lee's video, which satirizes typical moms in Seoul's education-mad neighborhood of Daechidong, or the 'Daechi moms,' has left some mothers feeling self-conscious about their fashion choices -- particularly their Moncler down jackets, a longtime status symbol in the area. Lee, best known for her work on SNL Korea, posted the video titled 'A Day in the Life of Jamie's Mom, Lee So-dam' on Feb. 4. In it, she plays an affluent full-time mother shuttling her 4-year-old son between after-school academies. She exaggerates all the Daechi mom stereotypes: eating a roll of gimbap in her car, a Porsche, like a busy celebrity, calling her child by his English name, and discussing, in a soft, refined tone and sprinkling English into her Korean, to boast about the child's trivial achievements. The sharp parody resonated widely, racking up nearly 2.5 million views by Thursday and trending on YouTube Korea. What grabbed even more attention was Lee's outfit: a glossy Moncler Parnaiba long down jacket, a Chanel Gabrielle handbag, and a Hermes necklace -- luxury staples often associated with the so-called 'Gangnam mom uniform.' Daechi-dong, a neighborhood in Seoul's expensive Gangnam district, is the main center South Korea's private education industry, home to thousands of hagwon. Daechi moms have become synomous with parents who go all in for kids' education. The parody has sparked discussions in online mom cafes, where some users admitted they now feel hesitant to wear their Moncler coats in public. One wrote, 'I used to wear mine without thinking, but now I feel like people might laugh at me.' This discomfort seems to have led to an uptick in second-hand sales. On Thursday, a search for 'Moncler Padding (down jacket)' on Karrot, South Korea's largest peer-to-peer marketplace, showed roughly 200 active listings in the Gangnam area -- many posted within 24 hours. While there's no definitive proof linking the spike to the video, the timing suggests a possible connection. Moncler, originally founded in France and now headquartered in Milan, has long been a status symbol in South Korea, with its coats carrying a hefty price tag of between 1.5 million to over 4 million won ($1,030 - $2,760). The Parnaiba model featured in Lee's video sells for around 3.9 million won. Moncler Korea, which became an independent entity in 2020, generated 332.3 billion won in revenue and 53 billion won in operating profit in 2023. Not everyone agrees with the idea that Gangnam moms feel pressured to abandon their Moncler jackets. One mom cafe user countered, 'Not everyone in Gangnam cares what others wear, and Moncler jackets aren't exclusive to us.'
