Japanese youth adopt Korean language trends

A growing trend of Japanese Gen Z incorporating Korean words and phrases into daily conversation, a phenomenon dubbed “Hanbongeo,” is gaining significant traction. This linguistic blend involves using Korean terms directly or modifying them to fit Japanese phonetics.

Reports indicate that expressions such as “kenchana” (it is okay), “jinja” (really), and honorifics like “unni” (older sister) or “oppa” (older brother) have become popular. The popularity of these terms has even reached mainstream Japanese advertising, with companies like Suntory utilizing Korean-inspired phrasing in marketing.

Experts attribute this shift to the global success of K-pop, K-dramas, and K-beauty, noting a significant surge in interest following the global rise of groups like BTS and Blackpink around 2018. The phenomenon is further bolstered by the accessibility of Korean content during the COVID-19 pandemic and the linguistic similarities between the two languages.

This cultural shift stands in stark contrast to the historical suppression of the Korean language in Japan during the colonial era. Observers note that for modern Japanese youth, using Korean has become a way to express affinity for Korean culture rather than a matter of national identity.