flex

The 'FLEX' meme began gaining popularity in Korea in the late 2010s. It started to become known to the public, particularly through the influence of hip-hop artists like UNEDUCATED KID, Giriboy, and Yumdda. Its recognition further increased when the collaborative single 'flex' by Indigo Music and Dingo Music, released on July 31, 2018, climbed the charts thanks to the success of rappers from 'Show Me The Money'. The phrase significantly spread as a popular buzzword meaning "to buy expensive goods like luxury items" after a rapper on Mnet's 'Show Me The Money 8' (aired from July to September 2019) said, "I just flexed, you know."

'FLEX' is originally an English word meaning 'to bend'. It derives from 'flexing', the act of a muscular man bending his arm to show off his biceps, thus acquiring the nuance of 'showing off'. Later, in American hip-hop culture, it became slang for "showing off wealth or valuables." In Korea, this meaning expanded to "an act of investing in luxury items or expensive things one couldn't normally afford, thereby enhancing one's self-worth." It is primarily used in verb forms like 'Flexhada' or 'peullekseu-hada'. It also represents a consumption culture that values various things beyond just goods, such as services or welfare benefits.

Pronounced like the English word 'flex' (IPA: /flɛks/).

This meme is primarily used by the young generation who enjoy hip-hop culture, especially those in their late teens to early 30s. It is widely adopted by generations sensitive to consumption trends and who enjoy sharing their purchases on social media.

• "I just flexed with my new luxury bag."
• "I worked hard, so I should flex with an expensive omakase for myself."
• "I finally bought my dream car! I properly flexed."
• "I 'flexed' by buying an imported car to make up for not being able to travel abroad due to COVID-19."
• "I earned quite a bit from stocks, so I 'flexed' by donating some to charity."

'FLEX' inherently implies 'showing off'. In Korea, there is a critical perspective that it is "an expression that subtly packages extravagance and overconsumption to make it look cool." Especially in its early days, it drew antipathy when used with photos of stacks of 50,000 won bills, luxury watches, or sports cars. When used to describe a cultural phenomenon where people flaunt luxury items on social media, regardless of their financial capability, the negative connotation can be strong. Therefore, indiscriminate use without considering the situation and others' feelings can create a negative impression.