In a video titled “Wog that make you want to clean, “South Korean YouTube creator Kim Song-mi shows viewers how to tackle a window chime with a pair of chopsticks and a cleaning cloth, and how to disinfect the house using a mixture of soju and lemon slices.
But then, within a few minutes in the video, Ms. Kim unexpectedly becomes passionate about being a mother, and about womanhood. “Even if you’re someone’s wife and mother, don’t let go of your happiness,” wrote a caption on the video, which has more than 4.7 million views.
Ms. Kim, 34, who goes by Haegrandal – A nickname he made to refer to his career as a freelance illustrator and his childhood nickname, “Moon”. – Is one of several South Korean female creators who have embodied a genre of aspirational videos on YouTube that reflect the simple pleasures of having a clean, organized and food-filled home. You can find it by the subtraction of Marie Kando to the Danish Hygo; The videos depict minimalism and the joy of quiet domesticity.
With nearly two million subscribers, Ms. Kim’s channel is the most popular of its kind. Other channels follow a similar formula: artfully composed visuals with cool music backgrounds, soft-focus filters and passionate captions set images of plants, vegetables chopped and neat pajamas folded. These videos began appearing online before the epidemic but have become increasingly popular over the past year.
Many videos are filmed with minimal dialogue, and most producers operate under the nickname and hide their faces to protect their privacy. “I want to focus on showing my actions and life instead of my face,” 30-year-old Lee Dah-yeon, who has more than a million subscribers to YouTube channel Ondo, wrote in an email. “I don’t want to be famous. I want to share a normal, everyday life. “
Ms. Beck’s material appeals to women in the so-called saintly generation, with increasing numbers of young adults rejecting the three pillars of adult life in Korean society – courtship, marriage and children – in favor of freedom and financial freedom.
The latest figures from South Korea show that women in two-income households spend an average of two hours and 13 minutes extra homework per day with their male colleagues, according to the South Korean government’s 2019 data.
The appeal of these videos, however, goes beyond South Korea. In Atlanta, Ebony Okeke discovered Hegrendall after marrying two years ago. She was inspired to post homemaking videos on her YouTube channel and to “fill the gap” of Black creators making such videos.
“I do not believe in reversing or reducing gender roles or encouraging both or encouraging both,” said Ms. Okeke, 23 years old. “I think whatever career a woman chooses, be it a corporate career or a householder, both career choices should be appreciated, valued and respected.”
Amy Lee, who works in health care recruitment in New York, found Ms. Beck’s channel during the epidemic due to a YouTube recommendation. She was attracted by the way in which a cinematic treatment was given to mundane activities such as cooking and cleaning. “It made me appreciate everyday routine, cleanliness and productivity,” said Ms. Lee, 25.
Kyung Lim, a freelance fashion technical designer in Cambridge, England, said she could relate to Ms. Buck’s philosophy at least. “I am a fan of her minimalist lifestyle,” said Ms. Lim, 38. “It is nuisance free.”
Yun Soon-yeon, An assistant professor of sociology at Sonoma State University in California, whose research focuses on family and gender equality in South Korea, said the material exposes a gender paradigm that allows women to be primary cooks, housekeepers, and caregivers at home Makes ones.
“This reinforces traditional gender roles and the idealized view of the woman as a wife and mother in a patriarchal society,” she said.
But Ms. Yun also pointed out that a huge gender pay gap in South Korea meant that more often than not, the woman became the default housewife, which paid her less.
Ms. Yun said, “Gender equality in South Korea has increased for women since the 70s and women may be in a better position today, but by international standards, they are still low.”
For their part, the creators said that they simply enjoy the feast of the householders, whether it is cooking a good meal or keeping a clean house. 25-year-old Park Hyo-ju of Nyangsoop Channel wrote in an email, “I want to break the notion that cleaning and cooking at home is just a job for inactive women or housewives.” On her channel she posts videos about life from her quaint, hut-like home in ripe strawberry tarts in the South Korean countryside, drawing with oil pastels and playing with her cat tacos.
“I do what I like to cook, I like cleaning and organizing in my house,” said Yoo Yun, 34, of the YouTube channel. Hmmmmi. Ms. Yun is currently in a three-year voyage from Korean Air to care for her daughter, where she manages the airline alliance and operations.
She shows the audience how to recycle the coffee grounds used to extract oil from the frying pan and recycle old sweaters into a baby bag. And while her husband often does not appear on camera to help with the works, Ms. Yun said that she is behind the scenes caring for her daughter while she is filming and editing.
Ms. Yun said, “It’s not something that other people expect of me because I’m a woman” “It’s my selection.”