Doenjang Girl

Doenjang girl or doenjang woman (hangul:된장녀) is a satirical expression used in South Korea to describe certain women "for their propensity to scrimp on essentials so they can over-spend on conspicuous luxuries".[1] These girls and young women are addicted to luxury and vanity.[2] The Hangul spelling is 된장녀 (doenjang nyeo).[2]

Doenjang (hangul:된장; hanja:大醬) is Korean fermented soybean paste.[3] The idea behind the phrase is that such a girl will eat a cheap meal (doenjang jjigae is one of the cheapest meals in Korea) in order to buy an expensive latte at Starbucks. The expression became popular on the Internet in South Korea in the early 2000s. Cartoons satirising Doenjang Girls became famous on the Internet from 2005.[4][5][6]

A large part of the song "Gangnam Style" is a parody of this stereotype.[1]

References
Starbucks in South Korea is a luxury commodity
Doenjang jjigae is one of the cheapest meals in South Korea
  1. Max Fisher (August 23, 2012). "Gangnam Style, Dissected: The Subversive Message Within South Korea's Music Video Sensation". The Atlantic. Retrieved September 17, 2012.
  2. 실사로 보는… '이것이 된장녀의 하루!' The Hanguk 2007/02/13
  3. Doenjang (in Korean)
  4. '된장녀' 사회학 Archived 2012-07-16 at Archive.today
  5. 스타벅스와 '된장녀' Archived January 2, 2014, at the Wayback Machine 서울신문
  6. 여성시대를 거꾸로 예언한 두 화가전 Archived January 2, 2014, at the Wayback Machine



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