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* Date : 2016-11-01

'Ajae' Consumers: A Rediscovery of Middle-aged Men

It's the 'Ajae' Renaissance!
Middle aged men, once scorned for being behind the latest trends, are re-emerging with the friendly image of the 'ajae.' Originally a derogatory term from Gyeongsang-do Province for middle aged men, it is used nowadays as an affectionate nickname for the same demographic. Men in their 40s and 50s have emerged as such powerful new consumers that the term 'ajae fatale' has even been coined recently. The distribution sector is scrambling to appeal to the group with various marketing strategies. We took a look at the 'ajae fatale' trend.

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