Heavy makeup, exaggerated poses… People in their 20s and 30s reaching out with “Yahoo” turn the ‘Gyaru’ aesthetic into play
A reinterpretation of 1990s Japanese youth subculture
‘Gyaru’, one of Japan’s representative subcultures of the 1990s, has recently been reemerging as a distinctive form of play culture among Koreans in their 20s and 30s. Born during Japan’s bubble economy, gyaru culture drew attention as a way to resist a uniform social atmosphere and express individuality. Recently, the style introduced by Minami, a member of the girl group RESCENE, has spread through social media and YouTube, drawing explosive interest among younger audiences.
In fact, search volume for related keywords has also been rising sharply. According to Naver data, search volume in May more than doubled compared with March, suggesting that this is moving beyond a simple trend and becoming established as a form of play culture.
Minami’s gyaru concept left a strong impression. Scenes in which she showed dialect-infused humor against the backdrop of Geoje Island or danced to the Japanese dance music ‘Para Para’ have become powerful memes online.
A new form of play among people in their 20s and 30s that the beauty industry is watching
The core of gyaru style lies in doll-like bold makeup, flashy accessories, and exaggerated poses. Winks, V signs, thick false eyelashes, and glitter makeup have become signature symbols of the gyaru aesthetic.
The beauty industry is also responding quickly to this change. Major color cosmetics brands are competitively launching limited-edition products using related keywords, rolling out marketing strategies aimed directly at the tastes of people in their 20s and 30s.
The same trend is visible offline. Hair salons near Hongdae continue to see customers seeking styling based on this concept, while places such as gyaru cafes are serving as spaces where younger generations can freely express their identities.
The most appealing thing about gyaru is that I can confidently show others my own style, and I like that I can freely try styles that suit me without having to look the same as everyone else.
Positive responses continue toward a culture that confidently reveals personal style. The attitude of accepting difference and freely experimenting with an individuality that suits oneself has become a new source of enjoyment for younger generations.
Of course, not every reaction is warm. Some members of the public who encounter gyaru culture view it as something to mock or as unfamiliar, revealing small frictions in the process of accepting cultural diversity.
Experts analyze that today’s people in their 20s and 30s are seeking identity in an environment different from that of older generations. The key point is that they are not simply imitating Japanese culture, but creating a Korean-style play culture by combining familiar dialects with personal everyday life. This gyaru boom appears to be the result of a generation lacking sufficient outlets for self-expression recreating joy in its own way.
If you want to complete a colorful makeup look that highlights your individuality, try creating an even more stylish look with high-quality color cosmetics proposed by . We will provide practical beauty guides so you can enjoy trendy styles while preserving your skin’s natural beauty.
