라떼는 말이야/latte is horse

The meme "Latte is horse" gained explosive popularity and began to be widely used from late 2018 to early 2019. During this period, the meaning of the term "Kkon-dae" expanded, and it became a popular phrase highlighting generational conflict.

"Latte is horse" is an internet meme used to mock or imitate the phrase "Back in my day..." (나 때는 말이야), commonly used by older generations. It's a wordplay that leverages the phonetic similarity between the English phrase "Latte is horse" and the Korean phrase "라떼는 말이야" (Latte-neun mal-iya). It is primarily used to satirize the behavior or remarks of individuals with an authoritarian mindset, known as "Kkon-dae." This meme criticizes the attitude of people who, regardless of age, impose their experiences or values on others and try to apply past methods to the present.

The Korean phrase '라떼는 말이야' is pronounced as 'Lah-tte-neun mahl-ee-yah'. The English part of the meme name is pronounced as 'Latte is horse'.

This meme is primarily used by younger generations, particularly Gen Z and Millennials (MZ generation), ranging from their teens to their thirties, to criticize or satirize the authoritarian attitudes of older generations. Furthermore, with the emergence of the "young Kkon-dae" phenomenon, it is also used to refer to individuals who display authoritarian attitudes regardless of age. It is widely understood across all age groups who are aware of generational conflict.

• "My team leader started telling old stories again, saying, 'Latte is horse~' (Back in my day~)."
• "My senior said, 'Latte is horse, it was natural to work all night,' and I secretly chuckled."

Since "Latte is horse" primarily carries critical or satirical connotations, using it directly towards someone can sound rude or cause offense. Particular caution is advised when using it with older individuals or those in higher positions, as it can provoke conflict. The meaning of this meme becomes clear when used in the context of criticizing "Kkon-dae" culture. Even when used as a lighthearted joke, it is crucial to consider the relationship with the other person and the specific situation.