등골 브레이커

Deunggol Breaker

"Deung-gol Breaker" (pronounced roughly as "Dung-gohl Bray-ker")

The term 'Deunggol Breaker' began to gain widespread popularity around 2011-2012 when North Face padded jackets became immensely popular among teenagers. Its usage further spread when the YMCA used this expression in a statement criticizing expensive padded jackets. Since then, it has been consistently used in conjunction with the trend of various other high-priced items, such as Canada Goose and Moncler padded jackets, as well as long padded coats.

'Deunggol Breaker' is an internet buzzword primarily referring to expensive products that place such a heavy financial burden on parents that it "breaks their back" (등골이 휠 정도로, literally "bends their spine"), or to children who pester their parents to buy such items. Also known as 'Deunggol Pagoeja' (등골 파괴자, "Spine Destroyer"), it became widely used in Korean society, quickly adopted by the media, as it resonated with the traditional value of filial piety (孝). Originally, it often referred to consumption issues between children and parents, but its meaning has gradually expanded. It is now also used for expensive items targeting younger age groups, such as anime merchandise or toys, and broadly, it can refer to anyone, regardless of age or gender, who financially freeloads off others.

This meme is not limited to a specific age group but is widely used across all generations. It is particularly common among parents concerned about their children's spending habits and adults discussing general consumer culture. Teenagers also recognize and use this term when talking about their own consumption patterns.

• "The long padded jackets popular among students these days are real 'Deunggol Breakers'."
• "When a new school year starts, from uniforms to bags, there are so many 'Deunggol Breaker' items for kids."
• "Educational materials like 'I-Challenge' that give out toys every month are notorious 'Deunggol Breakers' among parents."
• "That friend who always freeloads off others is a true 'Deunggol Breaker'."