Now, the ‘Jalpa Generation’ has surpassed the ‘MZ Generation’ and is the trend. The Jalpa Generation, which refers to those born in the mid-1990s to early 2000s, has emerged as a new trend leader by communicating mainly through YouTube and social media. In line with this, ‘half-Tuber’ stars who focus on YouTube content and skillfully cross the line between idols and YouTubers are emerging as ‘Jalpa stars’ with their bold and honest charm.

Jin of the global group BTS is a representative example. Jin is aiming for the position of ‘YouTube rising star’ through one of BTS‘s own entertainment contents, ‘Run Seok Jin’.

The secret to his popularity is ‘breaking the trend stamp’. Jin has succeeded in capturing the attention of not only his fandom but also general users by quickly digesting popular YouTube topics such as mukbangs, retro entertainment, and zombie specials. He has also done ‘joint broadcasts’ with stars optimized for YouTube such as broadcasters Hong Jin-kyung, Ji Suk-jin, Jonathan, and four-year-old YouTuber Yoon Tae-ha. Thanks to this, all of his content has surpassed 1 million views, and his popularity has soared to 5 million views at the highest.

Enmix’s Haewon is gaining attention as a next-generation entertainment star with ‘Workdol’. He has been the owner of ‘Workdol’ since March of last year, and has been creating explosive reactions by comically depicting the process of experiencing part-time jobs in various workplaces such as hotels, rice cake shops, and pizza shops. Season 3, which began in November of last year, has surpassed 10 million cumulative views in just 7 episodes as of the 23rd.

BTOB‘s Changsub has been hosting ‘Jeon Gwajaja’ for the third year, where he reviews every department in universities nationwide, and singer Karthe Garden’s ‘Karder Garden’ channel, which is rapidly rising as a ‘In-geup-dong (rapidly rising video star)’ with his unique ‘Ajusshi eloquence’, are also great for binge-watching.

13-year-old singer Seob‘s YouTube channel ‘Shorts’ is a must-watch to understand Jalpa’s sensibility. Following the addictive phrase “Tang tang huruhuru tang tang huruhuru”, ‘Mala Tang Hulu’, they recently released a new song ‘Adults Don‘t Know’, causing another challenge craze.


Reporter Yoo Ji-hye yjh0304@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.